PENGARUH DESKRIPSI PRODUK, LABEL BANYAKNYA PRODUK TERJUAL, DAN LABEL KECEPATAN KIRIM TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE DI MARKETPLACE SHOPEE PADA MASYARAKAT DESA SUKATARIS KABUPATEN CIANJUR

Abstract

This study aims to examine the effects of product descriptions, sales volume labels, and shipping speed labels on consumers' purchasing decisions for skincare products on the Shopee marketplace among residents of Sukataris Village, Cianjur Regency, both individually and simultaneously. The study is motivated by the rapid growth of online shopping through e-commerce marketplaces, which has led consumers to rely increasingly on product page information when making purchasing decisions. This research employed a quantitative approach using an explanatory research design. The population consisted of residents of Sukataris Village who had previously purchased skincare products through the Shopee marketplace. A total of 80 respondents were selected using incidental sampling. Data were collected through a questionnaire based on a five-point Likert scale and analyzed using IBM SPSS Statistics version 25. The analytical procedures included validity and reliability tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination (R²), and both t-tests and the F-test. The findings indicate that, partially, product descriptions have a positive and significant effect on purchasing decisions (t = 5.414 > t-table = 1.991; p = 0.000). Likewise, sales volume labels have a positive and significant effect (t = 4.996 > t-table = 1.991; p = 0.000). Shipping speed labels also have a positive and significant effect (t = 5.608 > t-table = 1.991; p = 0.000) and represent the most dominant variable (? = 0.394). Simultaneously, the three independent variables have a positive and significant effect on purchasing decisions (F = 47.744 > F-table = 2.72; p = 0.000). These findings suggest that clearer product descriptions, higher displayed sales volumes, and faster shipping services on Shopee significantly increase consumers' purchasing decisions. Therefore, sellers are encouraged to improve the quality of product information, maintain strong sales performance, and enhance shipping efficiency to increase consumers' purchase decisions.