Product Quality, Promotion, And Price As Determinants Of Gen Z Purchase Decisions For Glad2glow Skincare

Nadia Nadia; Tineke Wolok; Endi Rahman

doi:10.63922/ijebir.v5i06.6861

Nadia Nadia Management Study Program, Faculty of Economics and Business, Universitas Negeri Gorontalo, Indonesia
Tineke Wolok Management Study Program, Faculty of Economics and Business, Universitas Negeri Gorontalo, Indonesia
Endi Rahman Management Study Program, Faculty of Economics and Business, Universitas Negeri Gorontalo, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i06.6861

Keywords: product quality, promotion, price, purchase decision, Generation Z, Glad2Glow.

Abstract

The development of the cosmetics and skincare industry has created increasingly intense competition among local skincare brands in Indonesia. Consumers, particularly Generation Z, are exposed to various product alternatives and increasingly rely on product quality, promotional activities, and price considerations when making purchasing decisions. This study aims to examine the effects of product quality, promotion, and price on Generation Z's purchase decisions for Glad2Glow skincare products among students of the Faculty of Economics and Business, Universitas Negeri Gorontalo, cohort 2021. This research employed a quantitative approach with a causal research design. The sample consisted of 70 respondents selected using proportionate stratified random sampling. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS version 21.0. The results indicate that product quality has a positive and significant effect on purchase decisions, with a t-value of 2.131 and a significance value of 0.037. Promotion also has a positive and significant effect on purchase decisions, with a t-value of 7.206 and a significance value of 0.000. Meanwhile, price has a positive but statistically insignificant effect on purchase decisions, with a t-value of 1.779 and a significance value of 0.080. Simultaneously, product quality, promotion, and price have a positive and significant effect on purchase decisions, as indicated by an F-value of 4.346 and a significance value of 0.007. The coefficient of determination (R²) is 0.958, indicating that 95.8% of the variation in purchase decisions is explained by the three independent variables, while the remaining 4.2% is explained by other factors outside the research model. The findings demonstrate that product quality and promotional activities are important considerations in shaping Generation Z's purchase decisions for Glad2Glow skincare.

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