Pengaruh Harga, Celebrity Endorser, dan Gaya Hidup terhadap Keputusan Pembelian Kosmetik Wardah melalui Shopee di Surabaya

Perkembangan industri kosmetik di Indonesia yang semakin pesat, khususnya pada platform e-commerce Shopee, mendorong meningkatnya persaingan antar merek kosmetik, termasuk produk Wardah. Kondisi tersebut membuat perusahaan perlu memahami faktor-faktor yang memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh harga (X1), celebrity endorser (X2), dan gaya hidup (X3) terhadap keputusan pembelian (Y) kosmetik Wardah melalui Shopee di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui penyebaran kuesioner secara online kepada 180 responden. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan metode purposive sampling. Analisis data dilakukan menggunakan program SPSS versi 27 dengan metode regresi linear berganda. Hasil uji koefisien determinasi menunjukkan nilai R Square sebesar 0,840 atau 84,0%, yang berarti bahwa variabel harga, celebrity endorser, dan gaya hidup secara bersama-sama mampu menjelaskan keputusan pembelian sebesar 84,0%, sedangkan sisanya sebesar 16,0% dipengaruhi oleh variabel lain di luar penelitian ini. Hasil penelitian menunjukkan bahwa secara parsial harga, celebrity endorser, dan gaya hidup berpengaruh positif dan signifikan terhadap keputusan pembelian kosmetik Wardah melalui Shopee di Surabaya. Selain itu, secara simultan harga, celebrity endorser, dan gaya hidup juga berpengaruh signifikan terhadap keputusan pembelian.

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The rapid development of the cosmetics industry in Indonesia, particularly on the e-commerce platform Shopee, has led to increased competition among cosmetic brands, including Wardah products. This situation necessitates companies to understand the factors that influence consumer purchasing decisions. This study aims to analyze the influence of price (X1), celebrity endorsement (X2), and lifestyle (X3) on the purchase decision (Y) of Wardah cosmetics through Shopee in Surabaya. This study used a quantitative approach with data collection methods through online questionnaires distributed to 180 respondents. The sampling technique used was non-probability sampling with a purposive sampling method. Data analysis was performed using SPSS version 27 with multiple linear regression. The results of the coefficient of determination test showed an R Square value of 0.840 or 84.0%, which means that the variables of price, celebrity endorser, and lifestyle together were able to explain 84.0% of purchasing decisions, while the remaining 16.0% was influenced by other variables outside this study. The results showed that partially, price, celebrity endorser, and lifestyle had a positive and significant influence on purchasing decisions for Wardah cosmetics through Shopee in Surabaya. In addition, simultaneously, price, celebrity endorser, and lifestyle also had a significant influence on purchasing decisions.