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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Determinasi: Jurnal Penelitian Ekonomi Manajemen dan Akuntansi
Hardianti, Aditya Dwi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare Skintific Hardianti, Aditya Dwi; Faza, Agatha; Setyowati, Fatimatul Zahra Lucky; Amaliadina, Ikfina; Hikmah, Nurul; Putri, Puja Endah Suwardani; Adiy, Trisetyana
Determinasi: Jurnal Penelitian Ekonomi Manajemen dan Akuntansi Vol. 3 No. 3 (2025)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/determinasi.v3i2.470

Abstract

This study aims to analyze the effect of price and product quality on purchasing decisions for Skintific skincare products. In an era of increasingly tight competition in the beauty industry, a deep understanding of the factors that influence consumer purchasing decisions is very important. The method used in this study was a survey involving 100 respondents who were active consumers of Skintific products. The data obtained were analyzed using regression techniques to identify the relationship between price variables, product quality, and purchasing decisions. The results of the analysis show that both price and product quality have a positive and significant influence on purchasing decisions. This study provides important insights for companies in formulating effective marketing strategies to increase competitiveness in the increasingly competitive skincare market. By understanding these factors, companies can better design products and marketing campaigns that meet consumer expectations.
Pengaruh Celebrity Endorsement Dan Online Customer Review Terhadap Loyalitas Merek Pada Brand Make Up Wardah Dengan Consumer Satisfaction Sebagai Variabel Mediasi Hardianti, Aditya Dwi; Kuswati, Rini
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 1 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i1.9992

Abstract

This study probes the dynamics of Celebrity Endorsement, operationalized through Celebrity Influencer Credibility and Attractiveness, alongside Online Customer Review, on Brand Loyalty within the Wardah cosmetics product line, with Consumer Satisfaction functioning as a mediating variable. Adopting a quantitative-positivist paradigm, the survey was conducted on 100 purposive sampling respondents who had prior experience using Wardah products, followed national beauty influencers, and engaged with digital reviews. The instrument, an online questionnaire, was constructed from a synthesized set of indicators derived from theory and prior literature, and subsequently analyzed using Structural Equation Modeling (SEM) via Partial Least Squares (PLS). Findings indicate that Celebrity Influencer Credibility and Online Customer Review exert a positive and significant impact on consumer Attitude, whereas Attractiveness did not exhibit a statistically meaningful effect. Moreover, Attitude functions as a positive and significant catalyst for Consumer Satisfaction, which in turn stimulates Brand Loyalty. A direct effect of Attitude on Brand Loyalty was also observed, while Consumer Satisfaction acted as a partial mediator in this relationship. These results offer critical insights for influencer-based marketing strategies and e-WOM implementation in the cosmetic sector.
Co-Authors Adiy, Trisetyana Amaliadina, Ikfina Faza, Agatha Nurul Hikmah Putri, Puja Endah Suwardani Rini Kuswati Setyowati, Fatimatul Zahra Lucky