Faktor Determinan Minat Beli terhadap Produk Skincare Skintific pada Gen Z di Wilayah Kabupaten Pekalongan

Hayati, Farkhatul (2026) Faktor Determinan Minat Beli terhadap Produk Skincare Skintific pada Gen Z di Wilayah Kabupaten Pekalongan. Undergraduate Thesis thesis, UIN K.H. Abdurrahman Wahid Pekalongan.

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Abstract

Skintific sering kali dipersepsikan memiliki tingkat harga yang lebih tinggi dibandingkan kompetitor di kategori skincare serupa. Namun, minat beli konsumen terhadap produk tersebut tetap menunjukkan tren yang positif. Fenomena ini mengindikasikan bahwa harga bukan merupakan satu-satunya faktor penentu keputusan konsumen, mengingat hubungan antara harga dan minat beli tidak selalu bersifat linier. Konsumen cenderung mengesampingkan variabel harga apabila nilai produk yang dipersepsikan dianggap sebanding. Kompleksitas perilaku konsumen ini dapat dipengaruhi oleh berbagai faktor, seperti kualitas produk, brand image, keberadaan label halal, kepercayaan konsumen, serta peran influencer marketing. Penelitian ini bertujuan untuk menjelaskan sebuah model konseptual agar meningkatkan pengaruh kualitas produk, brand image, label halal, kepercayaan konsumen, dan influencer marketing terhadap minat beli produk skincare Skintific pada Generasi Z di wilayah Kabupaten Pekalongan Metode yang digunakan dalam penelitian ini adalah deskriptif kuantitatif dengan menggunakan data primer dan sekunder. Adapun teknik pengumpulan data dilakukan dengan kuesioner dan dokumentasi. Populasi dalam penelitian ini adalah seluruh Gen Z yang berada di wilayah Kabupaten Pekalongan. Penentuan sampel menggunakan metode nonprobability sampling dan diperoleh hasil sebanyak 97 responden dengan rumus lemeshow. Adapun analisis data dalam penelitian ini menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial variabel label halal, kepercayaan konsumen, dan influencer marketing berpengaruh signifikan terhadap minat beli Gen Z di wilayah Kabupaten Pekalongan pada produk skincare Skintific. Namun, variabel kualitas produk dan brand image tidak berpengaruh signifikan terhadap minat beli Gen Z di wilayah Kabupaten Pekalongan pada produk skincare Skintific. Sedangkan secara simultan variabel independen berpengaruh signifikan terhadap variabel dependen. Sementara itu, nilai koefisien determinasi yang dihasilkan sebesar 0,679. Hal ini berarti kemampuan variabel bebas dalam menjelaskan variabel terikat sebesar 67,9%, dan sisanya 32,1% dijelaskan oleh variabel lain yang tidak dibahas dalam penelitian ini. Kata Kunci: Minat Beli, Kualitas Produk, Brand Image, Label Halal, Kepercayaan Konsumen, Influencer Marketing, Skintific ABSTRACK FARKHATUL HAYATI, Determinants of Purchase Intention for Skintific Skincare Products Among Gen Z in Pekalongan Regency Skintific is often perceived as having a higher price level than competitors in the same skincare category. However, consumer purchase intention for the product continues to show a positive trend. This phenomenon indicates that price is not the sole determining factor in consumer decisions, considering that the relationship between price and purchase intention is not always linear. Consumers tend to overlook price if the perceived value of the product is considered comparable. The complexity of this consumer behavior can be influenced by various factors, such as product quality, brand image, the presence of a halal label, consumer trust, and the role of influencer marketing. This study aims to explain a conceptual model to enhance the influence of product quality, brand image, the halal label, consumer trust, and influencer marketing on purchase intention for Skintific skincare products among Generation Z in Pekalongan Regency. The method used in this study was descriptive quantitative, utilizing primary and secondary data. Data collection techniques were questionnaires and documentation. The population in this study was all Gen Z in Pekalongan Regency. The sample was determined using a nonprobability sampling method, resulting in 97 respondents using the Lemeshow formula. The data analysis in this study used multiple linear regression. The results of the study indicate that partially, the variables of halal labels, consumer trust, and influencer marketing have a significant influence on Gen Z purchasing interest in Pekalongan Regency. However, the variables of product quality and brand image do not significantly influence Gen Z purchasing interest in Pekalongan Regency. Meanwhile, simultaneously, the independent variables have a significant influence on the dependent variable. Meanwhile, the resulting coefficient of determination value is 0.679. This means that the ability of the independent variables to explain the dependent variable is 67.9%, and the remaining 32.1% is explained by other variables not discussed in this study. Keywords: Purchase Intention, Product Quality, Brand Image, Halal Label, Consumer Trust, Influencer Marketing, Skintific

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