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All Journal IQTISHADIA JOURNAL OF SCIENCE AND SOCIAL RESEARCH Iqtishadia: Jurnal Kajian Ekonomi dan Bisnis Islam JURNAL SAUDAGAR INDONESIA
Riza Rona, Riza
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Computer Science & IT Economics, Econometrics & Finance Education Social Sciences Other

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Journal : JOURNAL OF SCIENCE AND SOCIAL RESEARCH

 1 
PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE LOKAL PADA KALANGAN GEN Z DI KOTA LANGSA Hetti, Selvi Mai; Husna, Israul; Rona, Riza; Novita, Mutia; Masyittah, Masyittah
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol 8, No 3 (2025): August 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i3.4101

Abstract

Abstract: This study aims to analyze the influence of product attributes, such as brand, packaging, price, product quality, and service, on purchasing decisions for local skincare products among Gen Z in Langsa City. The research method used is a quantitative method with a descriptive research design and simple linear regression analysis. Data were collected through questionnaires distributed to 97 respondents selected using a purposive sampling technique. The results of the t-test indicate that product attributes have a significant influence on purchasing decisions with a calculated t-value of 8.363, > t-table 1.661, with a significance value of 0.000 (p < 0.05). The coefficient of determination (R²) value of 0.714 indicates that 71.4% of purchasing decisions can be explained by product attributes. Keywords: Product Attributes, Purchasing Decisions, Local Skincare Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh atribut produk, seperti merek, kemasan, harga, kualitas produk, dan pelayanan, terhadap keputusan pembelian produk skincare lokal di kalangan Gen Z di Kota Langsa. Metode penelitian yang digunakan adalah metode kuantitatif dengan desain penelitian deskriptif dan analisis regresi linear sederhana. Data dikumpulkan melalui kuesioner yang dibagikan kepada 97 responden yang dipilih dengan teknik purposive sampling. Hasil uji t menunjukkan bahwa atribut produk memiliki pengaruh signifikan terhadap keputusan pembelian dengan nilai t hitung sebesar 8,363, > t tabel 1,661, dengan nilai signifikansi 0,000 (p < 0,05). Nilai koefisien determinasi (R²) sebesar 0,714 mengindikasikan bahwa 71,4% keputusan pembelian dapat dijelaskan oleh atribut produk. Kata kunci: Atribut Produk, Keputusan Pembelian, Skincare Lokal
Co-Authors Hetti, Selvi Mai Husna, Israul Masyittah, Masyittah Novita, Mutia Syukriy Abdullah Tarlis, Andi