PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SKINTIFIC DI E-COMMERCE SHOPEE MELALUI STATUS SOSIAL DI KABUPATEN JEMBER

SUGIARTI, NINGSIH (2025) PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SKINTIFIC DI E-COMMERCE SHOPEE MELALUI STATUS SOSIAL DI KABUPATEN JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT This research aims to determine and analyze the influence of price, product quality, and promotion on purchasing decisions for Skintific skincare on the Shopee e-commerce platform through social status in Jember Regency. The population in this study consists of all consumers who purchased Skintific products through Shopee. The research method used is quantitative. The sample for this study includes 50 respondents, using purposive sampling. The data analysis method employed is path analysis with the assistance of SPSS 30. The tests conducted nclude instrument data testing (validity test and reliability test), classical assumption tests (normality test, multicollinearity test, and heteroscedasticity test), path analysis, coefficient of determination, and hypothesis testing (t-test, Sobel test). The results show that there is an influence of the price and product quality variables on the social status variable, while the promotion variable does not have an effect on social status. And the direct influence on purchasing decisions, the variables of price, promotion, and social status have an effect on purchasing decisions, while the product quality variable does not have an effect on purchasing decision variables. For indirect influence, the variables of price and product quality on purchasing decisions cannot be mediated by social status variables, while the promotion variable on purchasing decisions can be mediated by social status variables. Keywords: Price, Product Quality, Promotion, Social Status, Purchasing Decision

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	MANAJEMEN-S1
Depositing User:	KARIM BUDIONO
Date Deposited:	17 Apr 2026 09:17
Last Modified:	17 Apr 2026 09:17
URI:	http://repo.itsm.ac.id/id/eprint/1736

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