<![CDATA[The rapid growth of e-commerce has changed consumer shopping behavior, including the purchase of cosmetic products through online platforms. Price and brand image are important factors influencing purchasing decisions. This study aims to analyze the effect of price and brand image on purchasing decisions for OMG cosmetic products on the Shopee platform. This research employed a quantitative method with an associative approach. Data were collected through questionnaires distributed to 100 respondents who actively use Shopee and had purchased OMG cosmetic products. The sampling technique used was purposive sampling, while data analysis included validity testing, reliability testing, classical assumption testing, t-test, F-test, coefficient of determination, and regression coefficient analysis. The results indicate that price has a positive and significant effect on purchasing decisions (t = 2.647 > 1.660). Brand image also has a positive and significant effect on purchasing decisions (t = 7.118 > 1.660). Simultaneously, price and brand image have a positive and significant effect on purchasing decisions (F = 152.340 > 3.09). These findings imply that the company should maintain competitive pricing and strengthen its brand image through product quality improvement and effective digital marketing strategies to encourage consumers' purchasing decisions.]]>
Copyrights © 2026
