Pengaruh Harga dan Kualitas Produk Skincare Terhadap Minat Beli Gen Z
DOI:
https://doi.org/10.54065/jss.6.4.2026.1658Keywords:
Gen Z, Price, Product Quality, Purchase Intention, SkincareAbstract
The rapid growth of the skincare industry and the increasing use of social media have transformed consumer purchasing behavior, particularly among Gen Z. As a digitally literate generation, Gen Z tends to evaluate various information, especially regarding price and product quality, before deciding to purchase a product. This study aims to analyze the influence of price and product quality on Gen Z purchase intention regarding skincare products. This study employed a quantitative approach using a survey method involving 100 students from SMK Negeri 1 Kendal, selected via purposive sampling. Data were collected through a Likert scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, f-tests, and the coefficient of determination. The results indicate the price has a positive and significant effect on purchase intention (sig. = 0,045), while product quality also exerts a positive and significant influence, albeit a more dominant one (sig.<0,001). Simultaneously, product price and quality significantly influence purchase intention, with a coefficient of determination (R2) of 0,529 this indicates that the two variables explain 52,9% of the variation in purchase intention, while the remaining 47.1% is influenced by factors outside the research model. These findings imply that skincare companies need to maintain product quality and set competitive prices to boost purchase intention among Gen Z consumers. Thus, product quality emerges as the most dominant factor driving purchase intention, while price remains a crucial consideration in purchasing decisions.
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