PENGARUH KUALITAS PRODUK, HARGA DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SKINCARE GLAD2GLOW PADA E-COMMERCE TIKTOK SHOP (Studi pada Konsumen di Kota Malang)

This study aims to analyze the influence of product quality, price, and brand image on the purchasing decisions of Glad2Glow skincare products among consumers in Malang City. The population of this study consisted of Glad2Glow skincare consumers residing in Malang City who had purchased the products through TikTok Shop. A total of 100 respondents were selected using a non-probability sampling method with a purposive sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS software.
The results indicate that product quality, price, and brand image have a positive and significant effect on purchasing decisions, both partially and simultaneously. These findings suggest that consumers’ purchasing decisions are influenced by perceptions of product quality, price suitability, and brand image. Simultaneously, these variables significantly contribute to explaining purchasing decisions among Glad2Glow consumers.
In conclusion, product quality, price, and brand image are important determinants of purchasing decisions for Glad2Glow skincare products. Therefore, companies need to maintain product quality, offer competitive prices, and strengthen brand image to enhance consumers’ purchasing decisions and sustain competitiveness in the skincare market.