Analysis of the Effect of Online Testimonials, Discounts, and Product Quality on Purchasing Decisions for Glad2glow Skincare Products among College Students

Abstract

The tight competition in the skincare industry encourages companies to identify the main factors that influence consumer purchasing decisions, especially among the younger generation as a potential target market. This study aims to analyse the effect of Online Testimonials, Discounts, and Product Quality on Purchasing Decisions for Glad2Glow skincare products among female students in Mataram City. A quantitative approach was used with a survey through a 1-5 Likert scale questionnaire distributed to 100 respondents. The data was analysed using multiple linear regression through SPSS version 22 software.The findings of this study indicate that Online Testimonials do not have a significant influence on purchasing decisions, although they contribute 16.1%. Discounts also showed no significant influence with a contribution of 10.7%. In contrast, Product Quality proved to be the main factor influencing purchasing decisions with a contribution of 49.7%. Simultaneously, the three variables made a significant contribution of 42.4% to purchasing decisions. The implications of this study emphasise the importance of improving product quality as a top priority for companies to meet consumer needs and preferences. In addition, Online Testimonials and Discounts can still be used as supporting strategies to strengthen product attractiveness in the market.