Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Scarlett Whitening di Bekasi
DOI:
https://doi.org/10.30640/digital.v5i3.7703Keywords:
Bekasi, Price, Product Quality, Purchasing Decision, Scarlett WhiteningAbstract
The progressive expansion of Indonesia’s national skincare sector has engendered an increasingly contested business landscape, compelling industry players to devise adaptive marketing formulations capable of effectively steering market preferences and responses. Within such a competitive milieu, product quality attributes and pricing dimensions assume a strategic position in the evaluative mechanisms preceding consumers’ purchasing choices. This study seeks to ascertain the contribution of product quality and price in shaping purchasing decisions concerning Scarlett Whitening among consumers residing in Bekasi. A quantitative approach with an associative research design was employed. A total of 100 respondents who fulfilled the predetermined research criteria were selected through purposive sampling, with primary data elicited via an online questionnaire. Data processing was conducted using IBM SPSS Statistics version 25, encompassing a sequence of analytical procedures, including validity and reliability testing, classical assumption testing, multiple linear regression analysis, partial and simultaneous hypothesis testing, and coefficient of determination analysis. The findings demonstrate that product quality exerts a positive and statistically significant influence on purchasing decisions, as evidenced by a calculated t-value of 5.218 and a significance level of 0.000. Price likewise exerts a positive and statistically significant influence, with a calculated t-value of 3.982 and a significance level of 0.000. Simultaneously, product quality and price exert a significant influence on purchasing decisions, yielding a calculated F-value of 148.497 with a significance level of 0.000. The model accounts for 75.6% of the variance in purchasing decisions, underscoring the imperative for the company to preserve product-quality consistency while recalibrating its pricing policies to reinforce consumers’ propensity to purchase.
References
Alamsyah, W. F., & Tanjung, Y. (2023). Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Konsumen Skincare Ms Glow. Jurnal Ekonomi Bisnis Digital, 2(1), 1–10. https://doi.org/10.47709/jebidi.v2i1.163
Aliffa, S. P., & Wardani, S. (2025). Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian pada J.Co Donuts & Coffee Ramayana Mall Kota Serang. Cakrawala: Jurnal Ekonomi, Manajemen dan Bisnis, 2(1), 189–199. https://doi.org/10.70451/cakrawala.v2i1.340
Amanda, P., & Indra, N. (2024). Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan pada MIXUE Ice Cream & Tea. PPIMAN Pusat Publikasi Ilmu Manajemen, 2(3), 217–226. https://doi.org/10.59603/ppiman.v2i3.451
Apriani, W., & Fadilla, S. P. (2023). Analisis Promosi Penjualan Terhadap Keputusan Pembelian Di Transmart Tuparev Karawang. Jurnal Bintang Manajemen, 1(2), 239–259. https://doi.org/10.55606/jubima.v1i2.1591
Arista, K. C., & Fikriyah, K. (2022). The Effect of Halal Label, Price, and Song Joong Ki as Brand Ambassador on Purchase Decisions for Scarlett Whitening Products in Sidoarjo Regency. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(4), 453–466. https://doi.org/10.20473/vol9iss20224pp453-466
Badan Pengawas Obat Dan Makanan. (2025). Jumlah Industri Kosmetik di Indonesia.
Cahyadi, T., Ramadani, S., Safitri, E., & Rahmadani, C. P. (2026). Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian pada Produk Kosmetik Wardah. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 5(4), 4312–4318. https://doi.org/10.56799/ekoma.v5i4.14409
Firmadona, A., Kusumah, A., & Nofirda, F. A. (2025). Pengaruh kualitas produk, brand image , dan brand trust terhadap keputusan pembelian kosmetik marcks di pekanbaru. Jurnal Ilmiah Mahasiswa Merdeka EMBA, 4(1), 1576–1588.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS (13 ed.). Universitas Diponegoro Press.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15 ed.). Pearson.
Orlando, J., & Harjati. L. (2022). Pengaruh Atribut Produk Dan Harga Terhadap Kepuasan Konsumen Di Rumah Makan Aa Raffi Fried Chicken Sindangbarang Bogor. Journal of Accounting & Management Innovation, 6(1), 49–66.
Pasaribu, V. L. D. (2022). Keputusan Pembelian Sepeda Motor TVS. BMJ: Business Management Journal, 18(1), 37–49. https://doi.org/10.30813/bmj.v18i1.2829
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Wardani, D. S. D., & Maskur, A. (2022). Pengaruh Celebrity Endorser, Citra Merek Dan Kepercayaan Produk Scarlett Whitening (Studi Kasus Pengguna Scarlett Whitening). Jesya, 5(2), 1148-1160. https://doi.org/10.36778/jesya.v5i2.689
Wulandari, L., & Saragih, D. R. U. (2022). Pengaruh Kualitas Produk, Persepsi Harga, dan Suasana Toko terhadap Keputusan Pembelian Kosmetik Wardah di Watsons dan Guardian Mall Cipinang Indah. Jurnal Pendidikan Tambusai, 6(2), 16330–16339. https://doi.org/10.31004/jptam.v6i2.5001
Yuliani, Z., Nursal, M. F., & Sumantyo, F. D. S. (2025). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Skincare Azarine Melalui Minat Beli (Studi Kasus Mahasiswa Prodi Manajemen Angkatan 2021 Universitas Bhayangkara Jakarta Raya). SINERGI: Jurnal Riset Ilmiah, 2(3), 1143–1157. https://doi.org/doi.org/10.62335
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Elisabet Anggelina Irena, Arief Satriansyah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
