Product Factors that Influence Skincare Purchasing Decisions of Makassar State University Students

Abstract

This study investigates the factors influencing Makassar State University students' decisions to purchase skincare products. The increasing use of cosmetics among students indicates a new awareness of the importance of self-care, especially maintaining the health and appearance of facial skin. This study uses a descriptive quantitative approach, and the sample consists of purposively selected skincare user students. The variables studied and used are product quality (X1), price (X2), and emotional value on purchasing decisions (Y). The results of the validity and reliability tests indicate that all research resources are valid and reliable with a Cronbach's Alpha value of more than 0.60. Normality, multicollinearity, and heteroscedasticity tests indicate that the regression model is suitable for use because it meets the classical assumptions. According to the t-test results, three independent variables product quality, price, and emotional value have a positive and significant effect on purchasing decisions, with a significance value of 0.006 less than 0.05. The F-test results also show a simultaneous influence of the three variables on purchasing decisions (Fcount = 15.430; Sig. = 0.000). With an R2 value of 0.606, the variables of product quality, price, and emotional value can contribute 60.6% of the variation in purchasing decisions, while 39.4% is influenced by additional variables such as beauty trends, influencer influence, and brand perception. This finding confirms that students consider not only product function and price, but also the emotional aspects that arise after using skincare. Products with high quality and competitive prices, which are able to provide emotional satisfaction such as confidence and happiness, are more likely to be chosen by young consumers. Therefore, skincare manufacturers It is recommended to prioritize product innovation that is not only functionally superior, but also able to build emotional relationships with consumers, especially among Gen Z who are highly influenced by lifestyle and self-image.