PENGARUH GREEN PERCEIVED VALUE DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SKINTIFIC (Studi pada Konsumen Toko Kosmetik Makinmerona Banguntapan Kabupaten Bantul Yogyakarta)
DOI:
https://doi.org/10.61722/jaem.v3i4.13182Keywords:
green perceived value; product innovation; purchase decision; skincare; SkintificAbstract
This study examines the effects of Green Perceived Value and Product Innovation on the purchase decisions of Skintific skincare consumers at Makinmerona Cosmetic Store, Banguntapan, Bantul, Yogyakarta. A quantitative associative design was used. Because the population size was unknown, the minimum sample was calculated using the Lemeshow formula and rounded to 100 respondents. Respondents were selected through purposive sampling with the criteria of being 17-30 years old, residing in Banguntapan, and having purchased Skintific products at Makinmerona. Data were collected using a five-point Likert questionnaire and analyzed with validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, an F-test, and the coefficient of determination. All items were valid and the constructs were reliable. The regression equation was Y = 7.059 + 0.566X1 + 0.795X2. Green Perceived Value had a positive and significant effect on purchase decisions (t = 5.473; p < 0.001), as did Product Innovation (t = 5.439; p < 0.001). Simultaneously, both variables significantly affected purchase decisions (F = 138.721; p < 0.001), with R² = 0.741. The findings indicate that credible environmental value and relevant product renewal jointly strengthen consumers' confidence in purchasing Skintific skincare.
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