The Influence of Price, Promotion, and Trust on Scarlett Skincare Product Purchase Decisions on Shopee E-Commerce

The rapid growth of e-commerce in Indonesia has significantly transformed consumer shopping behavior, including in the local skincare segment such as Scarlett, which is widely marketed through Shopee. This research is motivated by issues related to price fluctuations, inconsistent promotional activities, and consumer concerns regarding product authenticity that may influence purchasing decisions. The study aims to analyze the influence of price, promotion, and trust on the purchase decision of Scarlett skincare products on the Shopee platform, both partially and simultaneously. Using a quantitative approach with a causal design, this research involved 108 respondents who had purchased Scarlett products through Shopee. Data were collected using a 5-point Likert scale questionnaire and analyzed through JASP, including validity and reliability testing, classical assumption tests, and multiple linear regression analysis. The results show that all items are valid and reliable, and the regression model meets classical assumptions. The regression equation Y = 4.145 + 0.303X₁ + 0.178X₂ + 0.178X₃ indicates significant effects of all variables with p < 0.05. Partially, price, promotion, and trust positively and significantly influence purchasing decisions, while the F-test confirms a simultaneous effect. Furthermore, the R² value of 0.607 demonstrates that the three variables explain 60.7% of the variation in purchasing decisions. The findings suggest that price is the most dominant factor, followed by promotion and trust. This study offers empirical insights into consumer behavior toward local skincare products within the e-commerce ecosystem and provides strategic recommendations for sellers and platforms to optimize pricing strategies, promotional activities, and trust-building efforts.