Pengaruh Ketersediaan Barang, Gratis Ongkir dan Kemudahan Return terhadap Keputusan Pembelian Skincare The Originote Official Store di Shopee: Studi Kasus Siswi SMA Harapan Bangsa Tanjung Morawaa

Online purchasing decisions are increasingly shaped by marketplace services and promotional facilities that influence consumers' perceptions of convenience and transaction security. In the skincare market, product availability, free shipping, and return policies represent important factors that may shape purchasing behavior, particularly among young consumers. This research examines the influence of these three factors on purchasing decisions for The Originote skincare products through Shopee among female students at SMA Harapan Bangsa Tanjung Morawa. A quantitative approach with a causal associative design was employed, involving 74 respondents who had purchased The Originote products through Shopee. Data were collected using questionnaires and analyzed through multiple linear regression, classical assumption tests, and hypothesis testing with SPSS. The partial test results reveal that product availability has no significant effect on purchasing decisions (t = -0.328; p = 0.744), while free shipping also demonstrates no significant effect (t = 1.206; p = 0.232). In contrast, ease of return exhibits a positive and significant effect (t = 2.389; p = 0.020), indicating its relevance in reducing perceived transaction risks. Simultaneously, all three independent variables significantly influence purchasing decisions (F = 3.455; p = 0.021). The coefficient of determination (R² = 0.129) indicates that the variables explain 12.9% of the variation in purchasing decisions. These findings highlight the importance of accessible return policies in strengthening consumer confidence when purchasing skincare products online.