Determinants of Purchasing Decisions Among Scarlett Whitening Consumers in Salatiga City With Purchase Intention as Mediation

Abstract

This research is motivated by the existence of cosmetic industry competition in Indonesia. The dominance of imported products dominates sales in retailers or department stores, making it difficult for local products to compete. The purpose of this study was to understand the determination of consumer purchasing decisions for Scarlett whitening in Salatiga City with purchase intention as mediation. This type of research is quantitative, the sample size is 100 respondents with sample determination using random sampling technique. The data collection method is by distributing Likert-scale questionnaires. Analysis includes instrument tests, statistical tests, classical assumption tests and path analysis. The results of the study Social media marketing has no effect on purchasing decisions, product quality has a positive and partially significant effect on purchasing decisions, halal labelling has no effect on purchasing decisions, buying interest is able to mediate the effect of product quality on purchasing decisions, and buying interest is stated to be unable to mediate the influence of social media marketing and halal labelling on purchasing decisions.