Pengaruh Harga Produk , Kualitas Produk , Iklan dan Lifestyle terhadap Purchase Experience Produk Scarlett Whitening pada Generasi Z di Kota Surabaya

Sherly Anggraini; Syamsul Arifin

doi:10.30640/ekonomika45.v13i2.6863

Authors

Sherly Anggraini Sekolah Tinggi Ilmu Ekonomi Pemuda
Syamsul Arifin Sekolah Tinggi Ilmu Ekonomi Pemuda

DOI:

https://doi.org/10.30640/ekonomika45.v13i2.6863

Keywords:

Advertising, Generation Z, Lifestyle, Product Quality, Purchase Experience

Abstract

The development of the global economy has influenced the lifestyle of Indonesian society, particularly in the fields of fashion and beauty. This condition has encouraged the growth of beauty products and increased the number of beauty companies in Indonesia. One of the beauty products that has gained attention among consumers is Scarlett Whitening. This study aims to identify the factors that influence the purchase experience of Scarlett Whitening products, namely product price, product quality, advertising, and lifestyle among Generation Z in Surabaya. The population and sample in this study consisted of 60 Generation Z respondents in Surabaya aged 12–27 years. The research method used was a quantitative approach with multiple linear regression analysis, classical assumption testing, and hypothesis testing. The results of the analysis show that product price, product quality, advertising, and lifestyle have a positive and significant influence on the purchase experience. These findings indicate that purchasing decisions among Generation Z are closely related to product value, promotional exposure, and lifestyle preferences.

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