<![CDATA[The rapid acceleration of digital transformation in Indonesia has significantly reshaped consumer behavior, especially within the highly competitive beauty and personal care sector on e-commerce platforms. This study aims to comprehensively examine the impact of pricing strategies and promotional activities on the sales performance of Skintific products. The analysis is based on consumer ratings and textual reviews collected directly from the Shopee Indonesia platform. Using a quantitative explanatory approach combined with a non-participant digital observation method, data were selectively gathered from the official Skintific store. The focus was placed on top-selling and highly reviewed skincare and makeup product bundles. The results indicate that pricing and promotions have a strong, interconnected, and statistically significant effect on consumer purchasing decisions. The application of value-based pricing and psychological pricing strategies, particularly through product bundling, effectively reduces consumer sensitivity to price while enhancing perceived value. In addition, promotional strategies such as flash sales and free shipping act as powerful drivers that accelerate purchase decisions, both for rational and impulsive buying behavior. Importantly, customer ratings and online reviews play a crucial moderating role. High ratings (averaging 4.9 out of 5.0) and detailed positive feedback serve as electronic word-of-mouth (eWOM), reducing perceived risk and strengthening the effectiveness of pricing and promotions. The study also highlights differences in behavior: skincare purchases tend to be more rational and review-driven, while makeup purchases are more influenced by promotions and trends. These findings contribute to digital marketing theory and provide practical insights for business strategy optimization.]]>
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