Pengaruh Kualitas Produk, Persepsi Harga dan Influencer Marketing terhadap Keputusan Pembelian Kosmetik Wardah pada Platform E-Commerce Shopee di Official Store Wardah (STUDI KASUS PADA KONSUMEN WARDAH) - Tasya Clarissa Putri; Nana Trisnawati; Herminda Herminda; Abdullah Muksin (Universitas Persada Indonesia YAI, 2026)
Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk, Persepsi Harga danInfluencer Marketing terhadap Keputusan Pembelian Kosmetik Wardah pada Platform ECommerceShopee di Official Store Wardah. Metode yang digunakan adalah pendekatankuantitatif dengan teknik deskriptif, dan data dikumpulkan melalui kuesioner. Analisis datadilakukan menggunakan metode Partial Least Square (PLS) dengan bantuan softwareSmartPLS versi 4. Penelitian ini menggunakan Teori Hair et al diperoleh sampel sebanyak 210responden. Hasil penelitian menunjukkan bahwa Kualitas Produk berpengaruh positif terhadapKeputusan Pembelian, dengan p-value 0,000 < 0,05 dan t-statistik 14,346 > 1,96. PersepsiHargaberpengaruh positif terhadap Keputusan Pembelian, dengan p-value 0,000 < 0,05 dan t-statistik9.144 > 1,96. Dan Influencer Marketing berpengaruh positif terhadap Keputusan Pembelian,dengan p-value 0,000 < 0,05 dan t-statistik 13,202 > 1,96. Maka dapat disimpulkan bahwaKualitas Produk, Persepsi Harga serta Influencer Marketing berpengaruh secara signifikanterhadap Keputusan Pembelian. This study aims to determine the influence of Product Quality, Price Perception, and InfluencerMarketing on the Purchase Decision of Wardah Cosmetics on the Shopee E-CommercePlatform at the Wardah Official Store. The method used is a quantitative approach withdescriptive techniques, and data was collected through questionnaires. Data analysis wasperformed using the Partial Least Squares (PLS) method with the assistance of SmartPLSsoftware version 4. This study utilized Hair et al's theory, resulting in a sample size of 210respondents. The results of the study indicate that Product Quality has a positive influence onPurchase Decisions, with a p-value of 0.000 < 0.05 and a t-statistic of 14.346 > 1.96. PricePerception has a positive influence on Purchase Decisions, with a p-value of 0.000 < 0.05 and at-statistic of 9.144 > 1.96. Influencer Marketing also has a positive influence on PurchaseDecisions, with a p-value of 0.000 < 0.05 and a t-statistic of 13.202 > 1.96. Therefore, it can beconcluded that Product Quality, Price Perception and Influencer Marketing significantlyinfluence Purchase Decisions.