Promotional influence, price, and product quality on the purchase decision of skincare products e-commerce in Indonesia

This study aims to determine the influence of promotion, price, and product quality partially or simultaneously on the purchase decision of Whitelab Skincare Sunscreen products. The population in this study is consumers of Whitelab Skincare Sunscreen products in Jakarta. The number of samples of 100 respondents used a non-random sampling technique with the purposive sampling method. Data collection was carried out using a questionnaire. The analysis method used in this study is multiple linear regression analysis with the help of the SPSS version 25.00 program. Testing the partial hypothesis using the T test and simultaneously using the F test. The results showed that partial promotion, price, and product quality had a positive and significant effect on the purchase decision of Whitelab Skincare Sunscreen products.