HALIMAH, NPM 2201300320 (2026) ANALISIS SENSITIVITAS HARGA DAN PERSEPSI KUALITAS PRODUK DALAM KEPUTUSAN PEMBELIAN SKINCARE G2G (STUDI KASUS PADA MAHASISWA UNIVERSITAS LABUHANBATU). Tugas_Akhir(Artikel) Journal of Innovative and Creativity, 6 (1). pp. 19978-19988. ISSN Tugas_Akhir(Artikel) Journal of Innovative and Creativity 2775-771X (e-ISSN) 2962-570X (p-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh sensitivitas harga dan persepsi kualitas produk terhadap keputusan pembelian skincare G2G pada mahasiswa Universitas Labuhanbatu. Pendekatan kuantitatif digunakan dengan melibatkan 97 responden yang dipilih melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa baik secara parsial maupun simultan, sensitivitas harga dan persepsi kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Di antara kedua variabel tersebut, persepsi kualitas produk terbukti menjadi faktor yang paling dominan dalam memengaruhi keputusan pembelian. Temuan ini mengindikasikan bahwa konsumen lebih mengutamakan keyakinan terhadap kualitas produk dibandingkan kepekaan terhadap harga ketika memutuskan membeli produk skincare G2G. Kata Kunci: Sensitivitas Harga, Persepsi Kualitas, Keputusan Pembelian, Skincare G2G, Mahasiswa ==================================================================== This study aims to analyze the influence of price sensitivity and product quality perception on G2G skincare purchase decisions in Labuhanbatu University students. A quantitative approach was used by involving 97 respondents who were selected through purposive sampling techniques. Data were collected through questionnaires and analyzed using multiple linear regression. The results of the study show that both partially and simultaneously, price sensitivity and product quality perception have a positive and significant effect on purchase decisions. Among these two variables, the perception of product quality proved to be the most dominant factor in influencing purchasing decisions. These findings indicate that consumers prioritize confidence in product quality over price sensitivity when deciding to buy G2G skincare products. Keywords: Price Sensitivity, Quality Perception, Purchase Decision, G2G Skincare, Students
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Sensitivitas Harga, Persepsi Kualitas, Keputusan Pembelian, Skincare G2G, Mahasiswa================Price Sensitivity, Quality Perception, Purchase Decision, G2G Skincare, Students |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 02 Jun 2026 03:14 |
| Last Modified: | 02 Jun 2026 03:14 |
| URI: | http://repository.ulb.ac.id/id/eprint/2449 |
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