Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian Produk Kecantikan Secara Online Melalui E-commerce Shopee Di Indoneisa

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Abstrak Penelitian ini dilakukan untuk mengetahui pengaruh perilaku konsumen terhadap keputusan pembelian produk kecantikan secara online melalui e-commerce Shopee. Tujuan dilakukannya penelitian ini adalah untuk mengetahui dan menganalisis bagaimana perilaku konsumen terhadap pembelian produk kecantikan secara online melalui e-commerce Shopee, bagaimana keputusan pembelian terhadap pembelian produk kecantikan secara online melalui e-commerce Shopee, dan besarnya pengaruh perilaku konsumen terhadap keputusan pembelian produk kecantikan secara online melalui e-commerce Shopee di Indonesia. Penelitian ini menggunakan metode kuantitaif dengan jenis penelitian deskriptif dan kausal. Pengambilan sampe dilakukan dengan metode non-probability jenis purposive sampling dengan jumlah responden sebanyak 100 orang. Teknik analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier sederhana. Berdasarkan hasil analisis deskriptif Perilaku Konsumen secara keseluruhan berada di dalam kategori baik dengan nilai 71,7% namun terdapat tanggapan responden dengan skor paling rendah pada pernyataan saya membeli produk kecantikan di e-commerce Shopee karena dipengaruhi oleh lingkungan keluarga. Variabel Keputusan Pembelian secara keseluruhan berada di dalam kategori baik dengan nilai 81,6%. Hasil analisis regresi linier sederhana menunjukkan bahwa Perilaku Konsumen berpengaruh secara signifikan terhadap Keputusan Pembelian sebesar 42,5% dan sisanya sebesar 57,5% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Kesimpulan penelitian ini, Perilaku Konsumen terhadap Keputusan Pembelian produk kecantikan secara online melalui e-commerce Shopee sudah masuk kedalam kategori baik, namun ada beberapa item yang perlu diperbaiki seperti pengaruh lingkungan keluarga terhadap konsumen dan memberi pengaruh kepada konsumen untuk memberi rekomendasi kepada orang lain untuk membeli produk kecantikan melalui e-commerce Shopee. Kata Kunci: Perilaku Konsumen, Keputusan Pembelian, E-commerce Abstract This study was conducted to determine the effect of consumer behavior on online purchase decision of beauty product through e-commerce Shopee. The purpose of this study was to determine and analyze consumer behavior on online purchase of beauty product through e-commerce Shopee, purchase decision on online purchase of beauty product through e-commerce Shopee, and the influence of consumer behavior on online purchase decision of beauty product through e-commerce Shopee in Indonesia. This study uses quantitive descriptive research-causality. Sampling technicque used was purposive sampling type under non-probability sampling, with the total number of 100 respondents. The data was analyzed descriptively, and the hypothesis were tested by using simple linear regression analysis. Based on the results of the descriptive analysis of Consumer Behavior as a whole are in the good category with total score are 71,7%, but there are response of respondents with the lowest score on the statement of I bought beauty products on e-commerce Shopee because it was influenced by the family environment. The variabel of Purchase Decision as a whole are in the good category with total score are 81,6%. The results of simple linear regression analysis showed that Consumer Behavior have a significant effect on Purchase Decision 42,5% and the remaining 57,5% was influenced by other variabels that not examined in this research. The conclusion of this study, Consumer Behavior on Online Purchase Decision of beauty products through e-commerce Shopee is categorized as good, but there are several aspects that need to be improved such as family environment on consumer and give influence to consumer to give recommendation to other people to buy beauty products through e-commerce Shopee. Keywords: Consumer Behavior, Purchase Decision, E-commerce