Persepsi Harga, Nilai, dan Risiko sebagai Penentu Niat Beli Produk Travel Kit Skincare: Studi pada Konsumen Skintific di Surabaya
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh perceived price, perceived value, dan perceived risk terhadap niat beli travel kit skincare merek Skintific di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner berskala Likert kepada 160 responden perempuan berdomisili di Kota Surabaya. Teknik pengambilan sampel menggunakan purposive sampling dan data dianalisis menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa perceived price berpengaruh positif dan signifikan terhadap niat beli (path coefficient = 0,424; T-statistik = 7,618). Perceived value juga berpengaruh positif dan signifikan terhadap niat beli (path coefficient = 0,436; T-statistik = 7,628). Sebaliknya, perceived risk berpengaruh negatif dan signifikan terhadap niat beli (path coefficient = -0,319; T-statistik = 6,478). Secara keseluruhan, ketiga variabel mampu menjelaskan 45,6% variasi niat beli. Skintific disarankan untuk memperkuat komunikasi pemasaran yang menonjolkan keterjangkauan harga dan nilai manfaat produk, sekaligus meminimalkan persepsi risiko melalui jaminan kualitas dan transparansi informasi.
Abstract: This study aims to analyze the influence of perceived price, perceived value, and perceived risk on purchase intention for Skintific travel kit skincare in Surabaya. This study employs a quantitative approach using a Likert-scale questionnaire distributed to 160 female respondents domiciled in Surabaya. Purposive sampling was used and data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) via SmartPLS. The results show that perceived price positively and significantly influences purchase intention (path coefficient = 0.424; T-statistic = 7.618). Perceived value also positively and significantly influences purchase intention (path coefficient = 0.436; T-statistic = 7.628). Conversely, perceived risk negatively and significantly influences purchase intention (path coefficient = -0.319; T-statistic = 6.478). Together, these three variables explain 45.6% of the variance in purchase intention. Skintific is advised to strengthen marketing communications emphasizing price affordability and product value, while minimizing perceived risk through quality assurance and transparent product information.
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