The Influence of Price, Ease of Use, and Product Quality on Consumer Purchase Interest in skincare product.
Year: 2025
Type: conference-paper
Abstract: This study explores the influence of price, ease of use, and product quality on consumer purchase interest in skincare products. With consumer purchase intention being a critical measure of commitment, factors such as price, product usability, and quality play essential roles in consumer decision-making. Price reflects not only affordability but also value alignment with product quality, impacting consumer perception and purchasing choices. Ease of use, often assessed by user perception of a product's simplicity and efficiency, can encourage consumer engagement if the product is straightforward and minimizes learning time. Quality, a key competitive advantage, represents a product's ability to meet or exceed customer expectations. This research will examine how each of these factors individually and collectively affects consumer interest in skincare products, aiming to provide insights for companies to enhance marketing strategies and align product offerings with consumer demands. By analyzing these variables, the study seeks to contribute to a deeper understanding of the relationships influencing purchase intention, helping businesses optimize price points, usability, and quality to improve consumer satisfaction and loyalty.
Author: Tineukeu Ariyanti
Institution: State University of Jakarta
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410103944