Pengaruh Flash Sale, Kualitas Produk, dan Citra Merek Terhadap Keputusan Pembelian Skintific Pada Shopee di Kota Surabaya. (The Influence of Flash Sales, Product Quality, and Brand Image on Purchase Decisions of Skintific on Shopee in Surabaya).

Wahyuningtyas, Damayanti Eka (2025) Pengaruh Flash Sale, Kualitas Produk, dan Citra Merek Terhadap Keputusan Pembelian Skintific Pada Shopee di Kota Surabaya. (The Influence of Flash Sales, Product Quality, and Brand Image on Purchase Decisions of Skintific on Shopee in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This thesis aims to examine the influence of flash sale, product quality, and brand image on Skintific purchasing decisions on Shopee in Surabaya. This study uses a quantitative method with a quantitative descriptive approach. The sample consists of 100 respondents, who are Skintific consumers, selected using the probability sampling method. Data were collected through a questionnaire with a Likert Scale as a measurement instrument. Data analysis was carried out using validity tests, reliability tests, classical assumption tests, multiple linear regression tests, and t tests (partial) and f tests (simultaneous) to avoid the influence of flash sales, product quality and brand image on Skintific purchasing decisions on Shopee in Surabaya. The results of the study indicate that Flash Sale has a significant effect on Skintific purchasing decisions on Shopee in the city of Surabaya (significance value 0.003 <0.05). Product Quality shows a significant effect on purchasing decisions (significance value 0.000 <0.05). Brand Image has a partial significant effect on purchasing decisions (significance value 0.00 <0.05) Simultaneously, Flash Sale, Product Quality, and Brand Image together influence Skintific purchasing decisions on Shopee in the city of Surabaya, as evidenced by the F test which produces an F table value of 94.972 with a significance of 0.000 <0.05. The analysis of the coefficient of determination (R2) shows that these variables explain about 74% while the remaining 26% is influenced by other factors not explained in this study.

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