PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE MS GLOW PADA PLATFORM SHOPEE

RIDHA QUEEN MUTIARA RAMDANI, . (2026) PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE MS GLOW PADA PLATFORM SHOPEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pesatnya perkembangan e-commerce di Indonesia mendorong meningkatnya persaingan pada industri skincare, khususnya di platform Shopee. Meskipun MS Glow merupakan salah satu merek skincare lokal yang memiliki pangsa pasar tinggi, data menunjukkan adanya penurunan market share pada kategori paket kecantikan sehingga mengindikasikan adanya perubahan keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, persepsi harga, dan kualitas produk terhadap keputusan pembelian produk skincare MS Glow pada platform Shopee. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Data yang digunakan merupakan data primer yang diperoleh melalui penyebaran kuesioner kepada 200 responden yang berdomisili di Provinsi DKI Jakarta dan pernah membeli produk skincare MS Glow di Shopee. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling. Analisis data dilakukan melalui analisis statistik deskriptif, uji validitas, uji reliabilitas, uji persyaratan analisis, analisis regresi linier berganda, uji hipotesis (uji t dan uji F), serta uji koefisien determinasi (R²) menggunakan perangkat lunak SPSS versi 25. Hasil penelitian menunjukkan bahwa secara parsial citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian, serta kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, secara simultan citra merek, persepsi harga, dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian produk skincare MS Glow pada platform Shopee. Temuan penelitian ini menunjukkan bahwa peningkatan citra merek, persepsi harga yang baik, dan kualitas produk yang tinggi dapat meningkatkan keputusan pembelian konsumen terhadap produk skincare MS Glow di platform Shopee. ***** “The Effect Of Brand Image, Price Perception, and Product Quality on Purchase Decisions for MS Glow Skincare Products on the Shopee Platform.”. Undergraduate Thesis, Jakarta: Undergraduate Business Education Department, Faculty of Economics and Business, Universitas Negeri Jakarta/State University of Jakarta, 2026. The rapid growth of e-commerce in Indonesia has fueled increased competition in the skincare industry, particularly on the Shopee platform. Although MS Glow is one of the local skincare brands with a high market share, data shows a decline in market share within the beauty package category, indicating a shift in consumer purchasing decisions. This study aims to analyze the influence of brand image, price perception, and product quality on purchasing decisions for MS Glow skincare products on the Shopee platform. This study employs a quantitative method using a survey approach. The data used consists of primary data obtained through the distribution of questionnaires to 200 respondents residing in the Special Capital Region of Jakarta who have previously purchased MS Glow skincare products on Shopee. The sampling technique used non-probability sampling with a purposive sampling method. Data analysis was conducted using descriptive statistical analysis, validity tests, reliability tests, analysis of variance (ANOVA), multiple linear regression analysis, hypothesis testing (t-test and F-test), and the coefficient of determination (R²) test using SPSS version 25 software. The results indicate that, individually, brand image has a positive and significant effect on purchase decisions, price perception has a positive and significant effect on purchase decisions, and product quality has a positive and significant effect on purchase decisions. Furthermore, brand image, price perception, and product quality collectively have a positive and significant effect on the decision to purchase MS Glow skincare products on the Shopee platform. These findings suggest that enhancing brand image, fostering a positive price perception, and ensuring high product quality can increase consumer purchasing decisions regarding MS Glow skincare products on the Shopee platform.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd., M.Si., Ph.D.; 2). Daru Putri Kusumaningtyas, S.E., M.Sc.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Ridha Queen Mutiara Ramdani .
Date Deposited:	07 Aug 2026 02:44
Last Modified:	07 Aug 2026 02:44
URI:	http://repository.unj.ac.id/id/eprint/69055

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