Pengaruh promosi, harga, dan kualitas produk terhadap keputusan pembelian produk Scarlett Whitening di Jakarta
Abstract
The rapid development of the skincare industry in Indonesia has driven companies to understand the factors influencing consumer purchasing decisions. This study aims to analyze the effects of promotion, price, and product quality on the purchasing decisions of Scarlett Whitening products in Jakarta. A quantitative approach with a survey method was employed in this research. Data were gathered by distributing questionnaires to 140 respondents who are consumers of Scarlett Whitening in the Jakarta area. The sampling technique used was purposive sampling. The independent variables in this study include promotion, price, and product quality, while the dependent variable is the purchasing decision. The results of the study indicate that promotion, price, and product quality partially have a positive and significant effect on purchasing decisions. In conclusion, promotion, price, and product quality are essential factors in influencing consumer purchasing decisions for Scarlett Whitening products in Jakarta. The findings of this study are expected to contribute to the development of marketing science.
