PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SECARA ONLINE PADA MASA PANDEMI COVID-19 DI LINGKUNGAN MAHASISWI UNIVERSITAS NEGERI SURABAYA

Thoriq Septian Firjatullah (Universitas Negeri Surabaya)
Ludvia Valentina Nor Febrianti (Universitas Negeri Surabaya)
Savega Novialdi Pratama Putri (Universitas Negeri Surabaya)
Dwi Heny Mutiara Laurina Wainggai (Universitas Negeri Surabaya)
Fadhil Sahar Aqmar Nurcahyo (Universitas Negeri Surabaya)

Jurnal Pendidikan Tata Niaga (JPTN)
Vol 11 No 1 (2023)

Indonesia is one of the countries affected by the Covid-19 pandemic. So that it has an impact on the community and students cannot meet directly on campus or in public places. Busyness as a student causes serious problems on facial skin, one of which is making the face dull and prone to breakouts. This is what encourages many students to do facial treatments using skincare. Facial care using skincare that is safe, reliable and affordable by students because it is affected by the pandemic which requires people to reduce activities outside the home, so many of them buy skincare online. This study aims to determine the effect of price on online skincare purchasing decisions during the pandemic. The object of this research is female students at the State University of Surabaya. The variables used are the influence of price and online skincare purchasing decisions. This study aims to analyze the effect of price on online skincare purchasing decisions during the COVID-19 pandemic in the female students of the State University of Surabaya.