Febianawati Febianawati (1)
E-commerce expands access to skincare products and information before purchase. Price perception and online customer reviews (OCR) help consumers evaluate value and reduce transaction uncertainty. This study examines their effects on Generation Z consumers’ decisions to purchase Skintific moisturizer through Shopee in East Jakarta. The survey involved 97 purposively selected respondents. Data were collected using a five-point Likert questionnaire and analyzed through multiple linear regression in IBM SPSS version 27. Price perception positively and significantly affected purchase decisions (B = 0.427; t = 5.617; p < 0.001). OCR also had a positive and significant effect (B = 0.400; t = 7.566; p < 0.001). Both variables significantly affected purchase decisions simultaneously (F = 88.802; p < 0.001). The R² value of 0.654 indicates that the model explains 65.4% of purchase-decision variation; other factors account for 34.6%. Findings highlight the importance of fair prices and informative, credible reviews in skincare purchases.
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