PENGARUH INFLUENCER, BRAND IMAGE DAN PRICE TERHADAP CONSUMER PURCHASE DECISION DENGAN INTEREST BUYING SEBAGAI MEDIASI PADA PRODUK SKINTIFIC DI E-COMMERCE SHOPEE

Penelitian ini bertujuan untuk menganalisis pengaruh influencer, citra merek, dan harga terhadap keputusan pembelian konsumen dengan minat beli sebagai variabel mediasi pada produk Skintific di platform e-commerce Shopee. Pendekatan yang digunakan adalah kuantitatif asosiatif kausal dengan metode pengumpulan data melalui kuesioner online kepada 180 responden yang pernah membeli produk Skintific. Analisis data dilakukan menggunakan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa influencer, citra merek, dan harga berpengaruh signifikan terhadap minat beli dan keputusan pembelian. Minat beli juga terbukti berpengaruh signifikan terhadap keputusan pembelian, serta memediasi secara signifikan hubungan antara ketiga variabel independen dengan keputusan pembelian. Temuan ini memberikan implikasi praktis bagi strategi pemasaran digital, khususnya dalam memanfaatkan peran influencer, membangun citra merek yang kuat, dan penetapan harga yang kompetitif untuk meningkatkan minat serta keputusan pembelian konsumen, khususnya di kalangan remaja pengguna dan membeli produk Skintific melalui e-commerce shopee.
========================================================================================================================
This study aims to analyze the influence of influencers, brand image, and price on consumer purchase decisions with interest buying as a mediating variable for Skintific products on the Shopee e-commerce platform. The research employs a causal associative quantitative approach with data collected through an online questionnaire distributed to 180 respondents who have previously purchased Skintific products. Data analysis was conducted using SmartPLS 4.0.
The results show that influencer, brand image, and price have a significant effect on interest buying and purchase decision. Interest buying also significantly affects purchase decision and mediates the relationship between the three independent variables and purchase decision. These
findings offer practical implications for digital marketing strategies, particularly in leveraging influencers, building a strong brand image, and setting competitive prices to enhance interest buying and decision-making, especially among young to buy product Skintifiic throught e-commerce Shopee.