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.
