THE INFLUENCE OF PRICE, PRODUCT, AND INFLUENCER ON CUSTOMER PURCHASING DECISION OF MOISTURIZER BRAND X THROUGH CUSTOMER TRUST

Abstract

The growth of the beauty care industry, especially skincare , is becoming more diverse and increase, marked by the emergence of various kinds of skincare product, which has resulted in increasing competition in the beauty industry. Now, people become more selective in choosing beauty care, importantly when it comes to their face. In this literature, some important factors that influence person purchasing decision is: price, product, and influencer. Meanwhile in 2023, the data shows that sale of Brand X product decreasing, which indicates that there are subtraction of customer purchasing activities. This research uses 3 independent variables (price, product quality, social media influencer), 1 dependent variable (customer purchasing decision), and 1 intervening variable (customer trust). The method used is quantitative method with data collection technique through distributing questionnaires. This research population consists of individuals who use Moisturizer Brand X who live in Jabodetabek. There were 226 respondents as sample in this research. Researcher uses SmartPLS version 4 to process the data. The results shows that price, product quality, and social media influencer affecting customer trust, while price and social media influencer do not affect customer purchase decisions.