THE EFFECT OF PRODUCT QUALITY, PROMOTION, SHOPPER PSYCHOLOGY, AND BRAND IMAGE ON THE PURCHASE DECISION OF MAKE OVER COSMETIC PRODUCTS

Persaingan industri kosmetik yang ketat menuntut pemahaman terhadap faktor yang memengaruhi keputusan pembelian, khususnya secara digital. Penelitian ini menganalisis pengaruh kualitas produk, promosi, psychology of shoppers, dan citra merek terhadap keputusan pembelian produk kosmetik Make Over. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dengan penyebaran kuesioner kepada 206 responden dan teknik analisis data menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa kualitas produk, promosi, dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan psychology of shoppers tidak berpengaruh signifikan. Temuan ini menunjukkan bahwa konsumen cenderung mempertimbangkan aspek rasional saat berbelanja melalui platform digital. Oleh karena itu, Make Over perlu memperkuat kualitas, mengoptimalkan promosi digital, dan membangun citra merek untuk meningkatkan pembelian secara online.

Kata Kunci: Citra Merek, Keputusan Pembelian, Kualitas Produk, Promosi, dan Psychology of Shoppers

The intense competition in the cosmetics industry demands a thorough understanding of the factors influencing purchasing decisions, particularly in digital contexts. This study examines the influence of product quality, promotion, psychology of shoppers, and brand image on the purchase decision of Make Over cosmetic products. A quantitative descriptive method was employed, distributing questionnaires to 206 respondents, with data analyzed using PLS-SEM. The results indicate that product quality, promotion, and brand image have a positive and significant effect on purchase decisions, while the psychology of shoppers has no significant effect. These findings suggest that consumers tend to consider rational aspects when shopping through digital platforms. Therefore, Make Over should enhance product quality, optimize digital promotional strategies, and strengthen brand image to increase online purchase decisions.

Keywords: Brand Image, Product Quality, Promotion, Purchasing Decision, Psychology of Shoppers.