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Journal : Jurnal Mantik

The influence of social proof, product quality, and price on purchasing decisions for beauty products Rokhman, Abdul; Sabrina, Farah
Jurnal Mantik Vol. 9 No. 1 (2025): May: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v8i5.6258

Abstract

This study examines the impact of social recommendations by colleagues who also act as influencers, product quality, and price factors on consumer decisions in buying Skintific beauty products in Cirebon City. With a quantitative approach, this study involved 210 respondents, where data was collected through an online survey and analyzed using SPSS software through multiple linear regression techniques, validity tests, reliability, and hypothesis testing. The findings emphasize that social proof has a major role to play in purchasing decisions, followed by product quality and price. Therefore, it is recommended for Skintific marketers to maximize social evidence-based marketing strategies, improve product quality, and set prices that match consumer value perceptions to drive purchase decisions