Analisis Pengaruh Harga, Kualitas, Dan Kesadaran Merek Terhadap Keputusan Pembelian Dengan Moderasi Nilai Persepsi Bahan Natural Indonesia Pada Skincare
DOI:
https://doi.org/10.38035/jmpd.v4i2.646Keywords:
Keputusan Pembelian, Harga, Kualitas Produk, Kesadaran Merek, Nilai Persepsi Bahan Natural, PLS-SEMAbstract
Penelitian ini ditujukan untuk menganalisa pengaruh langsung harga, kualitas produk, dan kesadaran merek pada keputusan pembelian produk skincare berbahan natural asli Indonesia, serta menguji peran moderasi nilai persepsi bahan natural asli Indonesia. Pendekatan kuantitatif eksplanatori diterapkan dengan mengumpulkan data dari 200 responden perempuan berusia 18 hingga 52 tahun di wilayah metropolitan Jabodetabek melalui metode non-probability purposive sampling. Analisa data dilaksanakan memakai metode PLS-SEM dengan software SmartPLS 4, dengan kemampuan prediktif model yang substansial R²=0,739. Secara langsung, harga β=0,310, p=0,018 dan kesadaran merek β=0,276, p=0,002 berdampak positif dan signifikan pada keputusan pembelian, dan kualitas produk tidak berdampak signifikan β=0,131, p=0,143. Nilai persepsi bahan natural asli Indonesia memoderasi pengaruh harga secara positif β=0,277, p=0,021, serta memoderasi kualitas produk secara negatif β=-0,266, p=0,020, dan tidak signifikan pada kesadaran merek β=-0,012, p=0,446. Studi ini menyimpulkan bahwa kualitas fisik menjadi faktor higienis, sementara afinitas bahan herbal lokal menggeser evaluasi konsumen menuju otentisitas alamiah, sehingga produsen disarankan menerapkan harga premium dan meningkatkan promosi digital.
References
Badan Keahlian DPR RI. (2025). Potensi Pasar Industri Kecantikan di Indonesia.
Business Indonesia. (2023, August 5). Cosmetic. https://business-indonesia.org/cosmetic#:~:text=personal%20image%20and%20fashion%20than,like%20than%20locals
Business Indonesia. (2024, September 13). Indonesia’s Cosmetics Sector Remains Radiant Amidst Global Economic Downturn. https://business-indonesia.org/news/indonesia-s-cosmetics-sector-remains-radiant-amidst-global-economic-downturn#:~:text=Natural%20Cosmetics
Fortune Business Insights. (2025). Skincare Market Size, Share & Industry Analysis, By Product (Creams, Lotions, Powders, Sprays, and Others), Packaging Type (Tube, Bottle, Jar, and Others), Gender (Men and Women), Distribution Channel (Cosmetic Stores, Supermarkets/Hypermarkets, Online Channels, and Others), and Regional Forecast, 2025 - 2032. https://www.fortunebusinessinsights.com/skin-care-market-102544
Global Information Inc. (2025). Natural Skin Care Products Global Market Report 2025. https://www.giiresearch.com/report/tbrc1653132-natural-skin-care-products-global-market-report.html
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning. www.cengage.com/highered
Herzberg, F., Mausner, B., & Snyderman, B. B. (2017). The Motivation to Work. Routledge.
Hoyer, W. D., & Brown, S. P. (1990). Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product. Journal of Consumer Research, 17(2), 141–148. https://doi.org/doi.org/10.1086/208544
Jonathan, D., & Tunjungsari, H. K. (2025). The Influence Of Brand Awareness And Brand Image On Purchase Intention Mediated By Perceived Value And Brand Trust Among Users Of The Happyfresh E-Commerce Platform In Jakarta. International Journal of Application on Economics and Business, 3(2), 1112–1125. https://doi.org/10.24912/ijaeb.v3i2.1112-1125
Kashuri, M. (2024). Kosmetik Berbahan Alam Asli Indonesia (W. Febriani, Ed.; 1st ed.). Mitra Cendekia Media.
Kementerian Koordinator Bidang Perekonomian Republik Indonesia. (2024, February 3). Hasilkan Produk Berdaya Saing Global, Industri Kosmetik Nasional Mampu Tembus Pasar Ekspor dan Turut Mendukung Penguatan Blue Economy.
Lembaga Ilmu Pengetahuan Indonesia (LIPI). (2014). Kekinian Keanekaragaman Hayati Indonesia 2014 (M. F. Suhendra, R. Wahyu H., S. P. Dewi, & M. Helmiawan, Eds.). LIPI Press.
Likert, R. (1932). A Technique for the Measurement of Attitudes. In Archieves of Psychology (Vol. 140, pp. 5–55). The Science Press.
Macdonald, E. K., & Sharp, B. M. (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication. Journal of Business Research, 48(1), 5–15. https://doi.org/10.1016/S0148-2963(98)00070-8
Manu, M. (2011). Quality and Customer Satisfaction Perspective in Organisations by Gap and Total Quality Improvement Methods. Acta Wasaensia, 237, 203. https://doi.org/10.13140/RG.2.2.34692.35202
Martin, J., Elg, M., & Gremyr, I. (2025). The Many Meanings of Quality: Towards a Definition in Support of Sustainable Operations. Total Quality Management and Business Excellence, 36(3–4), 185–198. https://doi.org/10.1080/14783363.2020.1844564
Medcom.id. (2023, October 14). CEO Martha Tilaar Ingin Produk Kosmetik Alami Semakin Berkembang. https://www.medcom.id/gaya/beauty/ybJ0E16K-ceo-martha-tilaar-ingin-produk-kosmetik-alami-semakin-berkembang
Potko, V. (2024). Natural Cosmetics Trends and Requirements for a Sustainable Future. https://natrue.org/natural-cosmetics-trends-and-requirements-for-a-sustainable-future/
Purnama, Y. I., & Nur Wening. (2023). The Influence of perceived value and brand image on Lacoco’s brand equity with brand awareness as a moderation variable. International Journal of Research in Business and Social Science (2147- 4478), 12(8), 83–91. https://doi.org/10.20525/ijrbs.v12i8.3036
Sariayu Martha Tilaar Beauty Tips. (2020, November 18). Tiga Bahan Alami Indonesia dalam Kandungan Sariayu. https://sariayu.com/16-beauty-tips-tiga-bahan-alami-indonesia-dalam-kandungan-sariayu
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research, 22, 159–170. https://doi.org/10.1016/0148-2963(91)90050-8
Statista. (2025). Natural Cosmetics - Indonesia. https://www.statista.com/outlook/cmo/beauty-personal-care/cosmetics/natural-cosmetics/indonesia
Tilaar, K., Mulyana, A., Komaladewi, R., & Saefullah, K. (2023). Exploratory Analysis of Natural Cosmetic Products Purchase Intention: Evidence from Jakarta, Indonesia. Uncertain Supply Chain Management, 11(4), 1635–1644. https://doi.org/10.5267/j.uscm.2023.7.005
YCP Solidiance. (2023). How to Succeed in the Indonesian Skincare Market: A Guide for Brands.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2–22.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Hendra, Bernard T Widjaja
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta :
Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:
- Hak cipta pada setiap artikel adalah milik penulis.
- Penulis mengakui bahwa JMPD berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
- Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di JMPD.
