Pengaruh Social Media Marketing, Persepsi Harga, dan Online Customer Review terhadap Keputusan Pembelian Produk Skintific pada Platform E-Commerce.

Adzra, Syafiiqah (2026) Pengaruh Social Media Marketing, Persepsi Harga, dan Online Customer Review terhadap Keputusan Pembelian Produk Skintific pada Platform E-Commerce. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the influence of Social Media Marketing, Price Perception, and Online Customer Review on Purchase Decisions of Skintific Products on E-Commerce Platforms. The research problems are to examine whether Social Media Marketing, Price Perception, and Online Customer Review influence purchase decisions of Skintific products on e-commerce platforms, either partially or simultaneously. This study employed a quantitative research method with an explanatory approaches. The population consisted of consumers who had purchased Skintific products through e-commerce platforms. Since the population size was unknown, the sample size was determined using the Lemeshow formula. The sampling technique used was purposive sampling, with the criteria that respondents had purchased Skintific products through e-commerce platforms, resulting in a total sample of 97 respondents. The data were collected through questionnaires and analyzed using IBM SPSS Statistics version 27. The results of the partial test indicate that Social Media Marketing has a positive and significant effect on purchase decisions, with t-count = 3.804 > t-table = 1.985 and Sig. = 0.000 < 0.05. Price Perception also has a positive and significant effect on purchase decisions, with t-count = 7.483 > t-table = 1.985 and Sig. = 0.000 < 0.05. Meanwhile, Online Customer Review has no significant effect on purchase decisions, with t-count = 0.364 < t-table = 1.985 and Sig. = 0.717 > 0.05. Simultaneously, Social Media Marketing, Price Perception, and Online Customer Review have a significant effect on purchase decisions of Skintific products on e-commerce platforms, with F-count = 141.137 > F-table = 2.70 and Sig. = 0.000 < 0.05. The coefficient of determination (Adjusted R Square) shows that the three independent variables explain 81.4% of the variation in purchase decisions, while the remaining 18.6% is explained by other variables outside the scope of this study. Based on the findings, it can be concluded that Social Media Marketing and Price Perception have a positive and significant effect on purchase decisions of Skintific products on e-commerce platforms, whereas Online Customer Review has no significant effect on purchase decisions.

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