The influence of social proof, product quality, and price on purchasing decisions for beauty products
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Published:
May 30, 2025
Keywords:
Social Proof, Product Quality, Price, Purchase Decision
Section
Economy
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Abstract
This study examines the impact of social recommendations by colleagues who also act as influencers, product quality, and price factors on consumer decisions in buying Skintific beauty products in Cirebon City. With a quantitative approach, this study involved 210 respondents, where data was collected through an online survey and analyzed using SPSS software through multiple linear regression techniques, validity tests, reliability, and hypothesis testing. The findings emphasize that social proof has a major role to play in purchasing decisions, followed by product quality and price. Therefore, it is recommended for Skintific marketers to maximize social evidence-based marketing strategies, improve product quality, and set prices that match consumer value perceptions to drive purchase decisions
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How to Cite
Rokhman, A. . and Sabrina, F. (2025) “The influence of social proof, product quality, and price on purchasing decisions for beauty products”, Jurnal Mantik, 9(1), pp. 12-20. doi: 10.35335/mantik.v8i5.6258.
References
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Aghitsni, WI, & Busyra, N. (2022). The Influence of Product Quality on Motor Vehicle Purchasing Decisions in Bogor City. Scientific Journal of Management, Economics, & Accounting (Mea), 6(3), 38–51. Https://Doi.Org/10.31955/Mea.V6i3.2271
Anggraini, F., & Ahmadi, MA (2024). The Influence of Influencer Marketing on Beauty Product Purchase Decisions Among Generation Z: Literature Review. Journal Of Management And Creative Business, 3(1), 62–73. Https://Doi.Org/10.30640/Jmcbus.V3i1.3450
Anjani, AK, Aer, CD, & Aryani, MI (2023). The Influence of Globalization on Transnational Social Movements of Vulnerable Groups in Indonesia (Case Study of Teater Garasi and Asean Sogie Caucus). Journal of Social and Political Sciences (Jisip), 12(3). Https://Doi.Org/10.33366/Jisip.V12i3.2691
Aprialita, TS, & Rufial, R. (2024). The Influence of Product Price, Product Reviews, and Product Quality on Repurchase Interest of Scarlett Whitening Body Lotion on Sociolla E-Commerce. Ikraith-Ekonomika, 7(1). Https://Doi.Org/10.37817/Ikraith-Ekonomika.V7i1.3278
Basri, H., Yulian Ma'mun, M., & Malihah, L. (2023). The Influence of Service Quality and Price on Consumer Satisfaction. J-Ceki: Scientific Scholar Journal, 3(1). Https://Doi.Org/10.56799/Jceki.V3i1.2284
Biryanto, VAAK, & Nurjanah. (2023). The Influence of Cyber Public Relations on the Image of Radio Republik Indonesia Program 2 Pekanbaru. Student Online Journal, 10(1).
Dewi, KS, & Hermana, HC (2023). The Influence of Social Media Promotion and Store Atmosphere on Purchasing Decisions at Shan Juice Cafe, Karewang. Wahana Pendidikan Scientific Journal, 9(4).
Dewi, RP, Saputra, TJ, & Budiono, HS (2023). Improving the Quality of Food Products in SMEs in Magelang City. Warta Lpm. Https://Doi.Org/10.23917/Warta.V26i2.1043
Dwijantoro, R., Dwi, B., & Syarief, N. (2022). The Influence of Price, Product Quality, and Promotion on Purchase Decisions in the Shopee Marketplace. Journal of Management and Business Research, 16(2), 63. Https://Doi.Org/10.21460/Jrmb.2021.162.392
Fabiola, H., & Suyuthie, H. (2024). The Effect of Price and Facilities on Visitor Satisfaction at the Bukit Chinangkiak Tourist Attraction, Solok Regency. Journal of Economics, Tourism and Hospitality Management, 3(1).
Faningrad, L., Citaningtyas, D., & Kadi, A. (2022). The Influence of Product Quality, Price and Brand Image on Oppo Mobile Phone Purchasing Decisions in Madiun City. Business Management and Accounting Innovation Seminar 4, 1–14.
Goeliling, A., Devi, NN, Haziroh, AL, & Sahabuddin, R. (2024). The Influence of Price and Product Quality on Purchasing Decisions of Skintific Skincare Products. SEMNASTEKMU.
Hamidah, S., & Anita, D. (2013). Analysis of Brand Image Perception, Design, Features and Their Influence on Purchase Decisions of Android-Based Samsung Mobile Phone Products (Case Study of Stie Pelita Indonesia). Journal of Economics, 21(4), 1–20.
Haque, MG (2020). The Influence of Product Quality and Price on Purchasing Decisions. E-Mabis: Journal of Economics, Management and Business, 21(1), 31–38. Https://Doi.Org/10.29103/E-Mabis.V21i1.476
Harjasiswi, DP, & Yuliati, AL (2014). The Influence of Marketing Mix on Purchase Decisions for Android-Based Samsung Brand Smartphones (Study on Business Administration Students of the Faculty of Communication and Business, Class of 2010-. Journal of Management and Business Studies, 1(2).
Ilmi, M., Muchtar, S., & Ilyas, A. (2022). Property-Based Confiscation as an Effort to Recover State Financial Losses in Corruption Crimes. Usm Law Review Journal, 5(2). Https://Doi.Org/10.26623/Julr.V5i2.5197
Indrawan, S., & Azeharie, S. (2022). Comparative Study of Doctors' TikTok Content About Health (Analysis of Doctors' TikTok Content @Tirtacipeng and @Farhanzubedi). Prologia, 6(2). https://Doi.Org/10.24912/Pr.V6i2.15578
Irawanlubis, MF, Aslami, N., & Tambunan, K. (2023). The Influence of Price, Service and Customer Experience on Customer Satisfaction at Cafe Pascho Pematangsiantar. Scientific Journal of Management, Economics, & Accounting (Mea), 7(2). Https://Doi.Org/10.31955/Mea.V7i2.3074
Kafifah, N., & Hastuti, MASW (2023). The Influence of Price and Product Quality on Customer Satisfaction at Sumber Mulya Gondang Grocery Store. Jurnal Economina, 2(10). Https://Doi.Org/10.55681/Economina.V2i10.912
Khairani, I. (2016). The Effect of Earning Per Share (Eps) and Dividend Per Share on Stock Prices of Mining Companies Listed on the Indonesia Stock Exchange (BEI) in 2011-2013. Journal of Management and Finance, 5(1), 567.
Linardi, R. (2019). The Influence of Product Quality, Service Quality and Price on Consumer Satisfaction in the Online Shop Business Rl_Watch. Agora, 7(1).
Maulida, RF, & Sari, NR (2022). The Influence of Service Quality, Good Corporate Governance and Marketing Strategy on Customer Loyalty. Jps (Journal of Islamic Banking), 3(1), 29–42. Https://Doi.Org/10.46367/Jps.V3i1.510
Muthahhira, N., & Efendi, A. (2022). Conceptual Framework of the Relationship between Social Proof and Online Shopping Interest. Study of Scientific and Behavioral Management (Ssbm, 3(1).
Naomi Desty Ayu Lestari, & Mochammad Mukti Ali. (2024). The Influence of Price, Service Quality, and Sales Promotion on Purchase Decisions for Chemical Products at PT. Kimia Jaya Utama. Jemsi (Journal of Economics, Management, and Accounting), 10(1). Https://Doi.Org/10.35870/Jemsi.V10i1.2055
Nikmah, N., & Zaidah, N. (2022). The Importance of Social Proof in Digital Marketing. Dialogika Journal: Management and Administration, 4(1). Https://Doi.Org/10.31949/Dialogika.V4i1.7823
Nurmaulida, J., & Herlambang, S. (2022). Normal Living: Architecture's Role as a Changer of Bad Stigma & Discrimination Against the Disabled. Journal of Science, Technology, Urban, Design, Architecture (Stupa), 3(2). Https://Doi.Org/10.24912/Stupa.V3i2.12354
Ovirya, N., & Saputri, ME (2023). The Influence of Social Media Marketing and Customer Online Reviews on Somethinc Purchasing Decisions. Journal of Business Economics Informatics. Https://Doi.Org/10.37034/Infeb.V5i3.666
Pambudi, AS (2023). Section Article Contribution of Regional Incentive Funds Based on Regional Development Awards to District Development. Bappenas Working Papers, 6(1). Https://Doi.Org/10.47266/Bwp.V6i1.174
Perianto, A. (2022). The Influence of Social Interaction and Self-Confidence on the Activeness of Pvto Students of the 2020 Class of Ikip PGRI Kaltim. Cendekia (Journal of Education and Teaching), 8(2).
Pratiwi, A., Junaedi, D., & Prasetyo, A. (2020). The Influence of Price on Consumer Purchasing Decisions: El-Mal: Journal of Islamic Economics & Business Studies, 1(2), 150–160. Https://Doi.Org/10.47467/Elmal.V1i2.473
Putra, DA, & Nurmatias, N. (2024). Analysis of Global Stock Price Index and Inflation on Composite Stock Price Index (Ihsg). Ikraith-Ekonomika, 7(1). Https://Doi.Org/10.37817/Ikraith-Ekonomika.V7i1.3286
Riswan, MS, Djoko Waloejo, H., & Lisyorini, S. (2022). The Influence of Product Innovation and Product Quality on Consumer Satisfaction of Apple Iphone Smartphone Users in Semarang City. Journal of Business Administration, 11(2). Https://Ejournal3.Undip.Ac.Id/Index.Php/Jiab
Sidauruk, I. Y., Aqmala, E. D., Haziroh, A. L., & Ulfa, A. K. (2024). The Role of Product Quality, Price, Influencer Marketing and Online Consumer Review on Skintific Skincare Purchasing Decisions. Journal of Education and Teaching Review, 7(3), 10523–10534.
Susanti, Ramadhan, M., & Fenando. (2021). Management Information System (SIM) of Purchasing and Sales at Mahkota Pharmacy. Jusifo, 1.
Syahla Rianti, A. (2023). The Influence of Price and Product Quality on Purchasing Decisions at Kopi X. Journal of Point Equilibrium Management and Accounting, 4(2). Https://Doi.Org/10.59963/Jpema.V4i2.178
Tamimi, MR, & Santoso, RP (2024). The Influence of Price, Promotion and Service Quality on Customer Loyalty at Toko Besi 99 Jaya Trowulan Mojokerto. Bima: Journal Of Business And Innovation Management, 6(2). Https://Doi.Org/10.33752/Bima.V6i2.5933
Tarwati, K., Danismaya, I., & Safariyah, E. (2022). Analysis of Public Cognitive Bias Towards Hoax Information About Covid-19. 'Aisyiyah Nursing Journal, 9(1). Https://Doi.Org/10.33867/Jka.V9i1.323
Taufiqah, H. (2024). The Influence of Self-Esteem and Life Satisfaction on Loneliness in Single Early Adults. Paedagogy: Journal of Educational Science and Psychology, 4(1). Https://Doi.Org/10.51878/Paedagogy.V4i1.2755
Wardan, Mas'us Masdar, & Nurpadilah. (2022). Analysis of the Influence of Technological Innovation and Product Quality on the Number of Mobile Phone Product Sales at the Bondacell Store, Enrekang Regency. Journal of Economics, 05(2), 137–147.
Aghitsni, WI, & Busyra, N. (2022). The Influence of Product Quality on Motor Vehicle Purchasing Decisions in Bogor City. Scientific Journal of Management, Economics, & Accounting (Mea), 6(3), 38–51. Https://Doi.Org/10.31955/Mea.V6i3.2271
Anggraini, F., & Ahmadi, MA (2024). The Influence of Influencer Marketing on Beauty Product Purchase Decisions Among Generation Z: Literature Review. Journal Of Management And Creative Business, 3(1), 62–73. Https://Doi.Org/10.30640/Jmcbus.V3i1.3450
Anjani, AK, Aer, CD, & Aryani, MI (2023). The Influence of Globalization on Transnational Social Movements of Vulnerable Groups in Indonesia (Case Study of Teater Garasi and Asean Sogie Caucus). Journal of Social and Political Sciences (Jisip), 12(3). Https://Doi.Org/10.33366/Jisip.V12i3.2691
Aprialita, TS, & Rufial, R. (2024). The Influence of Product Price, Product Reviews, and Product Quality on Repurchase Interest of Scarlett Whitening Body Lotion on Sociolla E-Commerce. Ikraith-Ekonomika, 7(1). Https://Doi.Org/10.37817/Ikraith-Ekonomika.V7i1.3278
Basri, H., Yulian Ma'mun, M., & Malihah, L. (2023). The Influence of Service Quality and Price on Consumer Satisfaction. J-Ceki: Scientific Scholar Journal, 3(1). Https://Doi.Org/10.56799/Jceki.V3i1.2284
Biryanto, VAAK, & Nurjanah. (2023). The Influence of Cyber Public Relations on the Image of Radio Republik Indonesia Program 2 Pekanbaru. Student Online Journal, 10(1).
Dewi, KS, & Hermana, HC (2023). The Influence of Social Media Promotion and Store Atmosphere on Purchasing Decisions at Shan Juice Cafe, Karewang. Wahana Pendidikan Scientific Journal, 9(4).
Dewi, RP, Saputra, TJ, & Budiono, HS (2023). Improving the Quality of Food Products in SMEs in Magelang City. Warta Lpm. Https://Doi.Org/10.23917/Warta.V26i2.1043
Dwijantoro, R., Dwi, B., & Syarief, N. (2022). The Influence of Price, Product Quality, and Promotion on Purchase Decisions in the Shopee Marketplace. Journal of Management and Business Research, 16(2), 63. Https://Doi.Org/10.21460/Jrmb.2021.162.392
Fabiola, H., & Suyuthie, H. (2024). The Effect of Price and Facilities on Visitor Satisfaction at the Bukit Chinangkiak Tourist Attraction, Solok Regency. Journal of Economics, Tourism and Hospitality Management, 3(1).
Faningrad, L., Citaningtyas, D., & Kadi, A. (2022). The Influence of Product Quality, Price and Brand Image on Oppo Mobile Phone Purchasing Decisions in Madiun City. Business Management and Accounting Innovation Seminar 4, 1–14.
Goeliling, A., Devi, NN, Haziroh, AL, & Sahabuddin, R. (2024). The Influence of Price and Product Quality on Purchasing Decisions of Skintific Skincare Products. SEMNASTEKMU.
Hamidah, S., & Anita, D. (2013). Analysis of Brand Image Perception, Design, Features and Their Influence on Purchase Decisions of Android-Based Samsung Mobile Phone Products (Case Study of Stie Pelita Indonesia). Journal of Economics, 21(4), 1–20.
Haque, MG (2020). The Influence of Product Quality and Price on Purchasing Decisions. E-Mabis: Journal of Economics, Management and Business, 21(1), 31–38. Https://Doi.Org/10.29103/E-Mabis.V21i1.476
Harjasiswi, DP, & Yuliati, AL (2014). The Influence of Marketing Mix on Purchase Decisions for Android-Based Samsung Brand Smartphones (Study on Business Administration Students of the Faculty of Communication and Business, Class of 2010-. Journal of Management and Business Studies, 1(2).
Ilmi, M., Muchtar, S., & Ilyas, A. (2022). Property-Based Confiscation as an Effort to Recover State Financial Losses in Corruption Crimes. Usm Law Review Journal, 5(2). Https://Doi.Org/10.26623/Julr.V5i2.5197
Indrawan, S., & Azeharie, S. (2022). Comparative Study of Doctors' TikTok Content About Health (Analysis of Doctors' TikTok Content @Tirtacipeng and @Farhanzubedi). Prologia, 6(2). https://Doi.Org/10.24912/Pr.V6i2.15578
Irawanlubis, MF, Aslami, N., & Tambunan, K. (2023). The Influence of Price, Service and Customer Experience on Customer Satisfaction at Cafe Pascho Pematangsiantar. Scientific Journal of Management, Economics, & Accounting (Mea), 7(2). Https://Doi.Org/10.31955/Mea.V7i2.3074
Kafifah, N., & Hastuti, MASW (2023). The Influence of Price and Product Quality on Customer Satisfaction at Sumber Mulya Gondang Grocery Store. Jurnal Economina, 2(10). Https://Doi.Org/10.55681/Economina.V2i10.912
Khairani, I. (2016). The Effect of Earning Per Share (Eps) and Dividend Per Share on Stock Prices of Mining Companies Listed on the Indonesia Stock Exchange (BEI) in 2011-2013. Journal of Management and Finance, 5(1), 567.
Linardi, R. (2019). The Influence of Product Quality, Service Quality and Price on Consumer Satisfaction in the Online Shop Business Rl_Watch. Agora, 7(1).
Maulida, RF, & Sari, NR (2022). The Influence of Service Quality, Good Corporate Governance and Marketing Strategy on Customer Loyalty. Jps (Journal of Islamic Banking), 3(1), 29–42. Https://Doi.Org/10.46367/Jps.V3i1.510
Muthahhira, N., & Efendi, A. (2022). Conceptual Framework of the Relationship between Social Proof and Online Shopping Interest. Study of Scientific and Behavioral Management (Ssbm, 3(1).
Naomi Desty Ayu Lestari, & Mochammad Mukti Ali. (2024). The Influence of Price, Service Quality, and Sales Promotion on Purchase Decisions for Chemical Products at PT. Kimia Jaya Utama. Jemsi (Journal of Economics, Management, and Accounting), 10(1). Https://Doi.Org/10.35870/Jemsi.V10i1.2055
Nikmah, N., & Zaidah, N. (2022). The Importance of Social Proof in Digital Marketing. Dialogika Journal: Management and Administration, 4(1). Https://Doi.Org/10.31949/Dialogika.V4i1.7823
Nurmaulida, J., & Herlambang, S. (2022). Normal Living: Architecture's Role as a Changer of Bad Stigma & Discrimination Against the Disabled. Journal of Science, Technology, Urban, Design, Architecture (Stupa), 3(2). Https://Doi.Org/10.24912/Stupa.V3i2.12354
Ovirya, N., & Saputri, ME (2023). The Influence of Social Media Marketing and Customer Online Reviews on Somethinc Purchasing Decisions. Journal of Business Economics Informatics. Https://Doi.Org/10.37034/Infeb.V5i3.666
Pambudi, AS (2023). Section Article Contribution of Regional Incentive Funds Based on Regional Development Awards to District Development. Bappenas Working Papers, 6(1). Https://Doi.Org/10.47266/Bwp.V6i1.174
Perianto, A. (2022). The Influence of Social Interaction and Self-Confidence on the Activeness of Pvto Students of the 2020 Class of Ikip PGRI Kaltim. Cendekia (Journal of Education and Teaching), 8(2).
Pratiwi, A., Junaedi, D., & Prasetyo, A. (2020). The Influence of Price on Consumer Purchasing Decisions: El-Mal: Journal of Islamic Economics & Business Studies, 1(2), 150–160. Https://Doi.Org/10.47467/Elmal.V1i2.473
Putra, DA, & Nurmatias, N. (2024). Analysis of Global Stock Price Index and Inflation on Composite Stock Price Index (Ihsg). Ikraith-Ekonomika, 7(1). Https://Doi.Org/10.37817/Ikraith-Ekonomika.V7i1.3286
Riswan, MS, Djoko Waloejo, H., & Lisyorini, S. (2022). The Influence of Product Innovation and Product Quality on Consumer Satisfaction of Apple Iphone Smartphone Users in Semarang City. Journal of Business Administration, 11(2). Https://Ejournal3.Undip.Ac.Id/Index.Php/Jiab
Sidauruk, I. Y., Aqmala, E. D., Haziroh, A. L., & Ulfa, A. K. (2024). The Role of Product Quality, Price, Influencer Marketing and Online Consumer Review on Skintific Skincare Purchasing Decisions. Journal of Education and Teaching Review, 7(3), 10523–10534.
Susanti, Ramadhan, M., & Fenando. (2021). Management Information System (SIM) of Purchasing and Sales at Mahkota Pharmacy. Jusifo, 1.
Syahla Rianti, A. (2023). The Influence of Price and Product Quality on Purchasing Decisions at Kopi X. Journal of Point Equilibrium Management and Accounting, 4(2). Https://Doi.Org/10.59963/Jpema.V4i2.178
Tamimi, MR, & Santoso, RP (2024). The Influence of Price, Promotion and Service Quality on Customer Loyalty at Toko Besi 99 Jaya Trowulan Mojokerto. Bima: Journal Of Business And Innovation Management, 6(2). Https://Doi.Org/10.33752/Bima.V6i2.5933
Tarwati, K., Danismaya, I., & Safariyah, E. (2022). Analysis of Public Cognitive Bias Towards Hoax Information About Covid-19. 'Aisyiyah Nursing Journal, 9(1). Https://Doi.Org/10.33867/Jka.V9i1.323
Taufiqah, H. (2024). The Influence of Self-Esteem and Life Satisfaction on Loneliness in Single Early Adults. Paedagogy: Journal of Educational Science and Psychology, 4(1). Https://Doi.Org/10.51878/Paedagogy.V4i1.2755
Wardan, Mas'us Masdar, & Nurpadilah. (2022). Analysis of the Influence of Technological Innovation and Product Quality on the Number of Mobile Phone Product Sales at the Bondacell Store, Enrekang Regency. Journal of Economics, 05(2), 137–147.
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