Pengaruh Kualitas Produk dan Persepsi Risiko terhadap Keputusan Pembelian Sunscreen Emina di Kalangan Remaja

Utami Puji Lestari; Masrifah Masrifah; Dewi Sekar Arum

doi:10.55606/jimek.v5i2.6342

Authors

Utami Puji Lestari Universitas Sunan Giri Surabaya
Masrifah Masrifah Universitas Sunan Giri Surabaya
Dewi Sekar Arum Universitas Sunan Giri Surabaya

DOI:

https://doi.org/10.55606/jimek.v5i2.6342

Keywords:

Product quality, risk perception, buying decision, sunscreen

Abstract

This study aims to evaluate the impact of product quality and risk perception on consumer decisions in purchasing Emina brand sunscreen using a survey method on 100 product user respondents. The findings of the study indicate that product quality and risk perception contribute significantly to purchasing decision making. These findings underline the importance of product quality aspects in shaping consumer preferences, while revealing the unique role of risk perception that can actually drive purchasing interest when supported by adequate information. This study provides insight into the importance of product quality management and effective communication strategies in reducing consumer doubts to improve purchasing decisions for skincare products, especially Emina sunscreen.

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