Pengaruh Harga dan Ulasan Online terhadap Keputusan Pembelian Sunscreen Azarine di Marketplace Shopee

This study examines the influence of price and online reviews on purchasing decisions for Azarine sunscreen products in the Shopee marketplace. The background of the problem shows that even though Azarine is viral and much sought after for its quality and affordable price, consumers often buy based on trends or reviews without considering personal skin conditions, which indicates an impulsive buying pattern. In addition, the high competition in Shopee makes buyers more selective, making reviews a significant source of information. Research Objectives: Partially analyze the influence of price on sunscreen purchasing decisions on Shopee. Partially analyze the influence of online reviews on sunscreen purchasing decisions on Shopee. Simultaneously analyze the influence of price and online reviews on sunscreen purchasing decisions on Shopee. Research Methodology: This study uses a quantitative approach with a population of teenagers aged 17-35 years who actively use Shopee and have purchased Azarine sunscreen at least three times in the last six months. The sampling technique is purposive sampling, and data is collected through questionnaires as primary data.
Data analysis includes validity tests, reliability tests, classical assumptions (normality, multicollinearity, heteroscedasticity), multiple linear regression, and partial (T-test) and simultaneous (F-test) hypothesis tests. The results of the study indicate that price and online reviews have a positive and significant influence, both partially and simultaneously, on the purchase decision of Azarine sunscreen on Shopee. This model has high explanatory power with a coefficient of determination of R square is 83.3%, which means that most of the variation in purchasing decisions can be explained by these two factors. This finding affirms that strategic pricing and authentic online reviews are very important in driving consumer purchasing decisions on digital platforms and the rest is influenced by other variables.