The Influence of Promotion, Price, and Product Quality on Purchase Decisions for Glow2glow Skincare Products

Abstract

This study aims to analyze the effects of promotion, price, and product quality on purchasing decisions for Glow2Glow skincare products in Tempe District, Wajo Regency, Indonesia, both partially and simultaneously. This study employed a quantitative approach involving 100 respondents who were consumers of Glow2Glow skincare products. The data were analyzed using multiple linear regression, with hypothesis testing conducted through t-tests and an F-test, as well as the coefficient of determination. The results indicate that, partially, promotion does not have a statistically significant effect on purchasing decisions, with a significance value of 0.063. Similarly, price does not have a statistically significant effect, with a significance value of 0.429. In contrast, product quality has a positive and statistically significant effect on purchasing decisions, with a regression coefficient of 0.692 and a significance value below 0.001. Simultaneously, promotion, price, and product quality have a statistically significant effect on purchasing decisions, as indicated by an F-statistic of 42.746 and a significance value below 0.001. The coefficient of determination (R²) of 0.572 indicates that the three variables explain 57.2% of the variation in purchasing decisions, while the remaining 42.8% is associated with other factors outside the research model. These findings indicate that product quality is the most dominant factor in the research model. Therefore, the company should prioritize product quality improvement while evaluating its promotional strategies and pricing policies to enhance consumer purchasing decisions.