ANALISIS PENGARUH HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE “GLAD2GLOW”

GULTOM, RONIKA BR (2026) ANALISIS PENGARUH HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE “GLAD2GLOW”. Skripsi thesis, UNIVERISTAS QUALITY.

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Abstract

Competition in the local skincare industry in Indonesia is becoming increasingly intense in line with the growing public awareness of skin care. This condition encourages many local brands, including “Glad2glow”, to innovate and implement appropriate marketing strategies to compete with similar products. One of the main challenges faced by the company is how to determine prices that align with consumers’ purchasing power and to select sales locations that are strategic and easily accessible. Prices that are not balanced with product quality or sales locations that are less strategic can decrease consumers’ purchase interest, thereby affecting sales levels and brand competitiveness. Based on these issues, this study aims to analyze the effect of price and location on purchasing decisions of “Glad2glow” skincare products among consumers at Underprice Padang Bulan Medan. This research uses a quantitative method with a causal associative approach. Primary data were collected through the distribution of questionnaires using a Likert scale to 100 respondents selected through a purposive sampling technique, namely consumers who have purchased “Glad2glow” products. The data were analyzed using validity and reliability tests, multiple linear regression, t-test, F-test, and the coefficient of determination (R2). The results show that the price variable has a positive and significant effect on purchasing decisions with a calculated t-value of 4.327 greater than the t-table value of 1.984 and a significance level of 0.000 < 0.05. The location variable also has a positive and significant effect on purchasing decisions with a calculated t-value of 3.962 greater than the t-table value of 1.984 and a significance level of 0.001 < 0.05. Simultaneously, both variables have a significan t effect on purchasing decisions with an F-value of 26.481 greater than the F-table value of 3.09 and a significance level of 0.000 < 0.05. These findings indicate that a competitive pricing strategy and the selection of strategic sales locations can enhance consumers’ purchasing decisions for “Glad2glow” products. Therefore, companies need to optimize these two factors to strengthen competitiveness and increase consumer loyalty in the local skincare market. Keywords: Price, Location, Purchasing Decision, Skincare

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