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All Journal Daya Saing : Jurnal Ilmu Manajemen
Muhammad Rasyid, Rafi
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Decision Sciences, Operations Research & Management Other

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PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SKINTIFIC MOISTURIZER DI PLATFORM TOKOPEDIA Muhammad Rasyid, Rafi; Rachmansyah, Arief
Jurnal Daya Saing Vol. 12 No. 1 (2026): JURNAL DAYA SAING (JDS)
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/dayasaing.v12i1.2681

Abstract

ABSTRACT This research explores the impact of price and product quality on the acquisition of Skintific Moisturizer through the Tokopedia marketplace. Employing a quantitative framework with verificative and descriptive designs, the study gathered primary data via Likert-scaled instruments from a purposive sample of 100 verified customers. The analysis, executed through Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS, reveals that both variables contribute positively and significantly to buying choices. Notably, the data suggests that pricing strategies exert a more substantial influence than product attributes in shaping consumer final decisions Keywords: Product Quality, Price, Purchase Decision, Skincare, Tokopedia.
Co-Authors Arief Rachmansyah