_page1_image21.jpg)
1.png){kind=logo}
Analysis Of The Influence Of Product Quality, Price And Brand Image On Skintific Skincare Purchase Decisions Among Students
), Suhardi M Anwar(2), Hadi Pajarianto(3),
(1) Universitas Muhammadiyah Palopo, Indonesia
(2) Universitas Muhammadiyah Palopo, Indonesia
(3) Universitas Muhammadiyah Palopo, Indonesia
Corresponding Author
Copyright (c) 2025 Imdillah Imdillah, Suhardi M Anwar, Hadi Pajarianto
DOI : https://doi.org/10.37638/bima.6.1.515-526
Full Text:
Abstract
Purpose: This study investigates the impact of factors like product quality, price, and brand perception on the purchasing habits of students in the Management Program at Muhammadiyah University of Palopo, particularly in relation to Skintific skincare products. Methodology: Using a quantitative approach, data were collected via questionnaires distributed to 100 respondents, chosen purposively from a population of 1,287 students. The data were analyzed through multiple linear regression techniques. Results: The results reveal that product quality alone does not have a significant effect on purchasing decisions. However, price and brand image have a strong positive and statistically significant influence. Together, these three factors show a considerable combined impact. Findings: Although product quality is not the main driver, it helps reinforce the effects of price and brand image. For students, price sensitivity and brand perception generally outweigh product quality in shaping their purchasing behavior. Originality: This study offers original insights by focusing specifically on the student market segment in skincare product purchasing behavior, highlighting how price and brand image outweigh product quality, a perspective that has been underexplored in prior research. Conclusion: he study emphasizes the importance of marketing strategies that focus on competitive pricing and strong brand development to effectively influence students' purchasing decisions. Type of Paper: Original research article.
References
Abigaila, J., Sarib, V. P., & Dony Saputra. (2024). The Influence of Product Quality and Online Shopping Experience (OSE) on Consumer Loyalty Through Customer Satisfaction on Local Skincare Products. Procedia Computer Science, 234, 537–544. https://doi.org/10.1016/j.procs.2024.03.037
Afif, M., & Aswati, N. (2022). Analisis Pengaruh Kualitas Produk , Harga , dan Promosi MS Glow. JAMIN: Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 4, 147–167. https://doi.org/10.47201/jamin.v4i2.90
Andini, N. S. 2024. Compas Market Insight Dashboard: Skintific Menempati Posisi Pertama Penjualan Paket Kecantikan di Q1 2024 dengan Nilai Penjualan Lebih dari Rp 70 Miliar! https://compas.co.id/article/market-insight-paket-kecantikan-skintific/ Diakses tanggal 25 September 2024.
Ardiana, I. N., & Rafida, V. (2023). Pengaruh Green Marketing Dan Brand Image Terhadap Minat Beli Skincare Avoskin (Studi Pada Mahasiswa Di Kota Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 11(3), 253–261. https://ejournal.unesa.ac.id/index.php/jptn/article/view/55344
Ashari, W., Suhardi M. Anwar, & Rahmawati. (2024). HUBUNGAN BRAND IMAGE DAN HARGA DENGAN KEPUTUSAN. Jurnal Inovasi Bisnis Indonesia (JIBI), 2(2), 79–89. https://doi.org/10.61896/jibi.v2i2.83
Chairina, R. R. L., Afandi, M. F., Adove, D. A., & Sularso, R. A. (2023). Dampak Gender pada Pembelian Produk Perawatan Wajah di Negara Beriklim Tropis. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 12(2), 368. https://doi.org/10.30588/jmp.v12i2.1274
Dlamini, S., & Mahowa, V. (2024). Investigating factors that influence the purchase behaviour of green cosmetic products. Cleaner and Responsible Consumption, 13(May), 100190. https://doi.org/10.1016/j.clrc.2024.100190
Fatya, A. C., Ramadhanti, D. U., & Gunaningrat, R. (2024). Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare “Skintific.” SAMMAJIVA: Jurnal Penelitian Bisnis Dan Manajemen, 2(1), 265–282. https://doi.org/10.47861/sammajiva.v2i1.860
Fera, & Pramuditha, C. A. (2021). Pengaruh Kualitas Produk , Harga , Promosi , Citra Merek Terhadap Keputusan Pembelian Handphone Xiaomi Di Kota Palembang. Publikasi Riset Mahasiswa Manajemen, 3(1), 1–13. https://doi.org/10.35957/prmm.v3i1.1611
Imelda, W. M., & Prihastuty, D. R. (2024). Analisis Pengaruh Citra Merek, Kualitas Produk, dan Persepsi Harga terhadap Keputusan Pembelian Skincare Azarine pada Mahasiswi Fakultas Ilmu Sosial dan Politik Universitas 17 Agustus 1945 Surabaya. Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, 3(10), 61–70.
https://ejournal.warunayama.org/index.php/musytarineraca/article/view/2095
Kutrami, N. P. A., & Khuzaini, K. (2024). Pengaruh Harga, Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare Azarine. Jurnal Ilmu dan Riset Manajemen (JIRM), 13(8). https://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/5984
M.T., P., L.N.K., N., T.T.T., N., N.H.T., U., L.Đ., K., N.P, H., N.T.T., M., V.T.M, H., & P.T., S. (2024). Unlocking the key drivers of consumer purchase intentions for organic cosmetics: A study in Can Tho City, Vietnam. Heliyon, 10(18). https://doi.org/10.1016/j.heliyon.2024.e37672
Maryati, & M.Khoiri. (2022). PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TOKO ONLINE TIME UNIVERSE STUDIO. Jurnal Ekonomi Dan Bisnis , Vol . 11 No . 1 Juli 2022 E - ISSN : 2654-5837 , Hal 5 42 – 550, 11(1). https://stiemuttaqien.ac.id/ojs/index.php/OJS/article/view/779
Maudya, A., & Hamzah, M. I. (2022). Analisis Pengaruh Celebrity Endorsement, Kualitas Produk dan Packaging Terhadap Keputusan Pembelian (Studi Kasus Pada Produk Skincare Klarity). JEBI: Jurnal Ekonomi Bisnis Indonesia, 17(1), 1–17. https://jurnal.stiebi.ac.id/index.php/Jebi/article/view/315
Monfort, A., López-Vázquez, B., & Sebastián-Morillas, A. (2025). Building Trust in Sustainable Brands: Revisiting Perceived Value, Satisfaction, Customer Service, and Brand Image. Sustainable Technology and Entrepreneurship, 4(March), 100105. https://doi.org/10.1016/j.stae.2025.100105
Risal, M., & Salju. (2017). Pengaruh Bauran Pemasaran (4ps) Dalam Meningkatkan Kinerja Pemasaran Studi Kasus Pada: Industri Kecil Pengolahan Rumput Laut di Provinsi Sulawesi Selatan. Jurnal Balance, 14(1), 3. https://journal.um-surabaya.ac.id/balance/article/view/1282
Rodríguez, B., Arboleda, A., & Reinoso-Carvalho, F. (2025). Reshaping the experience of topical skincare products: A multisensory approach for promoting loyalty and adherence. Heliyon, 11(3), e42217. https://doi.org/10.1016/j.heliyon.2025.e42217
Rosillo-Díaz, E., Muñoz-Rosas, J. F., & Blanco-Encomienda, F. J. (2024). Impact of heuristic–systematic cues on the purchase intention of the electronic commerce consumer through the perception of product quality. Journal of Retailing and Consumer Services, 81(July). https://doi.org/10.1016/j.jretconser.2024.103980
Sampe, Y. D., & Tahalele, M. (2023). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Merek Vivo Pada Toko Bandung Jaya A.Y Patty Ambon. JURNAL ADMINISTRASI TERAPAN, 2(1). https://ejournal-polnam.ac.id/index.php/JAT/article/view/1388
Sandikawati, R. O., & Andini, D. T. (2024). Pengaruh Harga Dan Word of Mouth Terhadap Keputusan Pembelian Skincare Ms Glow. PANDAWA : Jurnal Pendidikan Dan Dakwah, 6, 128–143. https://ejournal.stitpn.ac.id/index.php/pandawa/article/view/5258
Setiawan, I., Mulyana, D., Prianto, A., Desi, M., & Setyaningrum, R. P. (2023). THE EFFECT OF BRAND IMAGE AND PRODUCT QUALITY ON CONSUMER PURCHASE DECISIONS ON “SKINCARE INE” COSMETIC PRODUCTS AT THE CIKARANG SKIN CENTER MEDIATED BY WORD OF MOUTH. Jurnal Ekonomi, 12(03), 335. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/2225
Setiyanti, S., & Ansori, M. I. (2024). Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Produk Skincare The Originote. Profit: Jurnal Manajemen, Bisnis Dan Akuntansi, 3(2), 211–226. https://doi.org/10.58192/profit.v3i2.2121
Sinaga, R. P. Y. B., & Hutapea, J. Y. (2022). Analisis Pengaruh Brand Image, Harga, Dan Review Product Terhadap Keputusan Pembelian Skincare Wardah pada Mahasiswa Unai. Jurnal Intelektiva, 3(8), 12–25. https://www.jurnalintelektiva.com/index.php/jurnal/article/view/730
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon, 10(16), e36254. https://doi.org/10.1016/j.heliyon.2024.e36254
V.T.M, H., N.P, H., N.T.T, M., L.K, T., L.T.N, D., & T.N, M. (2024). Factors affecting consumers’ repurchase intention toward skin care cosmetics: A cross - sectional study in Vietnam. Heliyon, 10(11), e32285. https://doi.org/10.1016/j.heliyon.2024.e32285
Wang, C., Liu, T., Zhu, Y., Wang, H., Wang, X., & Zhao, S. (2023). The influence of consumer perception on purchase intention: Evidence from cross-border E-commerce platforms. Heliyon, 9(11), e21617. https://doi.org/10.1016/j.heliyon.2023.e21617
Yue, H., & Xu, Y. (2023). Production quality and pricing strategy for substitutable products under comparison effects. Journal of Management Science and Engineering, 8(4), 529–557. https://doi.org/10.1016/j.jmse.2023.01.003
Zhao, Y., Cormican, K., & Sampaio, S. (2024). Clicks vs. bricks: Exploring the critical success factors for consumer purchase intention in e-commerce. Procedia Computer Science, 239(2023), 590–597. https://doi.org/10.1016/j.procs.2024.06.211
Article Metrics
Abstract Views : 116 timesPDF Downloaded : 29 times
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Imdillah Imdillah, Suhardi M Anwar, Hadi Pajarianto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
________________________________________________________________
BIMA Journal indexed by:
_1.png)
.png)
Wisma PDM Bengkulu
Mail : Jl. 5 E Rt 22 Rw 07 Kelurahan Lingkar Timur Singaran Pati Kota Bengkulu
Telp : 082138129668/081328676033
email: bima@pdmbengkulu.org
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License