ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC: SEBUAH SYSTEMATIC LITERATURE REVIEW

Abstract

The skincare industry in Indonesia has grown rapidly, driven by increasing consumer awareness of skin health and the growing use of digital media to access product information. Although various studies have examined the effects of product quality, price, and promotion on Skintific purchasing decisions, their findings remain scattered across different contexts and have not been systematically synthesized. This study aims to analyze and synthesize previous findings on the effects of product quality, price, and promotion on purchasing decisions for Skintific products. A Systematic Literature Review (SLR) was conducted through the stages of identification, screening, eligibility assessment, and inclusion of articles published between 2020 and 2025. Five articles directly addressing purchasing decisions for Skintific products were analyzed using narrative synthesis. The findings indicate that product quality is consistently associated with greater consumer trust and purchasing decisions. Price is an important consideration based on consumers’ assessment of the balance between benefits and costs, while digital promotion contributes to increasing brand awareness and encouraging purchases. Overall, these three factors show consistent relationships with purchasing decisions; however, this review does not estimate their combined effect size because no meta-analysis was conducted. These findings highlight the importance of maintaining product quality, setting prices in accordance with consumers’ perceived value, and optimizing promotional strategies.

ABSTRAK

Industri skincare di Indonesia berkembang pesat seiring meningkatnya kesadaran konsumen terhadap kesehatan kulit dan penggunaan media digital dalam pencarian informasi produk. Meskipun berbagai penelitian telah mengkaji pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian Skintific, temuan tersebut masih tersebar pada berbagai konteks dan belum disintesis secara sistematis. Penelitian ini bertujuan menganalisis dan mensintesis temuan terdahulu mengenai pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian produk Skintific. Penelitian menggunakan metode Systematic Literature Review (SLR) melalui tahapan identifikasi, penyaringan, kelayakan, dan inklusi artikel yang dipublikasikan pada periode 2020–2025. Sebanyak lima artikel yang secara langsung membahas keputusan pembelian Skintific dianalisis menggunakan sintesis naratif. Hasil kajian menunjukkan bahwa kualitas produk secara konsisten berkaitan dengan meningkatnya kepercayaan dan keputusan pembelian konsumen. Harga menjadi pertimbangan penting berdasarkan kesesuaian antara manfaat dan biaya, sedangkan promosi melalui media digital berperan dalam meningkatkan kesadaran dan mendorong pembelian. Secara keseluruhan, ketiga faktor tersebut menunjukkan hubungan yang konsisten dengan keputusan pembelian, tetapi kajian ini tidak mengestimasi besaran efek gabungan karena tidak menggunakan meta-analisis. Temuan ini menegaskan pentingnya menjaga kualitas produk, menetapkan harga sesuai persepsi nilai konsumen, dan mengoptimalkan strategi promosi.