Pengaruh Product Bundling, Perceived Price, dan Social Influence terhadap Keputusan Pembelian Skincare Glad2Glow di Surabaya

Pesatnya perkembangan industri skincare di Indonesia, khususnya di kalangan Generasi Z, mendorong perusahaan untuk menerapkan strategi pemasaran yang efektif dalam memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh product bundling, perceived price, dan social influence terhadap keputusan pembelian produk skincare Glad2Glow di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif, data diperoleh melalui penyebaran kuesioner kepada 100 responden Generasi Z di Surabaya yang pernah menggunakan produk Glad2Glow, dengan rumus lemeshow. Data dianalisis menggunakan analisis regresi linier berganda melalui program SPSS, yang didahului dengan uji validitas, uji reliabilitas, dan uji asumsi klasik. Hasil penelitian menunjukkan bahwa product bundling, perceived price, dan social influence masing-masing berpengaruh positif dan signifikan terhadap keputusan pembelian, serta secara simultan ketiga variabel tersebut juga berpengaruh signifikan terhadap keputusan pembelian produk skincare Glad2Glow di Surabaya. Temuan ini menunjukkan bahwa strategi bundling yang tepat, persepsi harga yang wajar, dan pengaruh sosial dari lingkungan serta media digital memiliki peran penting dalam mendorong keputusan pembelian konsumen, sehingga penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi perusahaan dalam merumuskan strategi pemasaran yang lebih efektif.

Kata Kunci: Product Bundling, Perceived Price, Social Influence, Keputusan Pembelian

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The rapid development of the skincare industry in Indonesia, especially among Generation Z, has encouraged companies to implement effective marketing strategies to influence consumer purchasing decisions. This study aims to analyze the influence of product bundling, perceived price, and social influence on purchasing decisions for Glad2Glow skincare products in Surabaya. This study uses a quantitative approach with a causal associative method, where data are obtained by distributing questionnaires to 100 Generation Z respondents in Surabaya who have used Glad2Glow products, using a lemeshow. Data are analyzed using multiple linear regression analysis through the SPSS program, preceded by validity tests, reliability tests, and classical assumption tests. The results of the study indicate that product bundling, perceived price, and social influence each have a positive and significant effect on purchasing decisions, and simultaneously, these three variables also have a significant effect on purchasing decisions for Glad2Glow skincare products in Surabaya. These findings indicate that appropriate bundling strategies, perceived fair prices, and social influences from the environment and digital media have important roles in driving consumer purchasing decisions. Therefore, this study is expected to be a consideration for companies in formulating more effective marketing strategies.