Pengaruh Kualitas Produk, Harga Dan Promosi Media Sosial Terhadap Keputusan Pembelian Produk Lacoco Skincare Pada Stokis Cabang Surabaya

Abstract

In the current era of digital marketing developments, business competition in Indonesia is getting tougher and has strong competition between competitors. This condition also occurs in one of the fields of beauty. By being able to sell beauty products in Indonesia, there are many types and brands of skin care that compete today. This study aims to determine and analyze the effect of product quality, price, social media promotion on purchasing decisions for lacoco skincare products. The research method used is quantitative method. The data collection technique uses a questionnaire via google form with a population of consumers who buy lacoco skincare products at the Surabaya branch stockist and a sample of 100 respondents using purposive sampling technique. Data analysis techniques using multiple linear regression, classical assumption test and hypothesis testing. The results of the analysis of this study indicate that product quality, price, promotional media have a positive and significant effect on purchasing decisions for lacoco skincare products. The effect of product quality, price and social media promotion on purchasing decisions in this study is 42.5%, while the remaining 57.5% is influenced by other factors not examined by the author.