PENGARUH KUALITAS PRODUK, LIFESTYLE DAN DIGITALISASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE PADA MARKETPLACE SHOPEE DI JAKARTA

Rahman, Arif
Ariandi, Fajri
Arista, Roynaldi
Utama, Dani Chandra
Warsono, Warsono

JURNAL LENTERA BISNIS
Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025

The millennial generation in Indonesia today is not only keeping up-to-date with technology, but also with fashion and skincare products. Besides gadgets and fashion, skincare is one of the most sought-after products by the younger generation. This is because it is relatively easy to find and obtain affordable, high-quality skincare products on marketplaces and e-commerce platforms like Shopee. The purpose of this study is to examine and analyze the influence of product quality, lifestyle, and digitalization on purchasing decisions. The research method used was a quantitative approach with accidental sampling, and a sample size of 150 respondents. The results indicate that the variables of product quality, lifestyle, and digitalization have a positive and significant influence on consumer purchasing decisions, both simultaneously and partially.