PENGARUH HARGA, KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PADA PRODUK PERAWATAN SKINTIFIC DI TENGGARONG

Abstract

The rapid growth of the skincare industry in Indonesia and the increasing role of social media in purchasing decisions necessitate a deeper understanding of the factors shaping consumer purchasing intention. This study aims to determine and analyze the partial and simultaneous influence of price, product quality, and electronic word of mouth (e-WOM) on the purchase intention of consumers of Skintific skincare products in Tenggarong, based on marketing theory as a grand theory and the Theory of Planned Behavior (TPB) as a supporting theory. The study employed a quantitative method with a PLS-SEM approach. Data were collected through questionnaires from 100–200 Skintific consumer respondents in Tenggarong District using purposive sampling. Data were analyzed using SmartPLS 4, including measurement model and structural model testing. The results showed a valid and reliable model with a composite reliability >0.70 and AVE ≥0.50, and discriminant validity was met (HTMT <0.31). An R-square value of 0.101 indicates that the three variables together explain only 10.1% of the variance in purchase intention, while the remaining 89.9% is influenced by other factors outside the model. Partially, price is the most dominant variable and has a significant influence on purchase intention (r=0.302), followed by e-WOM (r=0.226), while product quality shows the weakest influence (r=0.115). These findings recommend that Skintific prioritize competitive pricing strategies and e-WOM-based digital campaigns to strengthen consumer purchasing intention in the Tenggarong market, while also opening up opportunities for further studies to expand the research variables and instruments.