PENGARUH OVERCLAIM PRODUK, HARGA, DAN LABELISASI BPOM TERHADAP KEPUTUSAN PEMBELIAN SKINCARE ORIGINOTE

HIDAYAT, ADZRA AMMARA (2026) PENGARUH OVERCLAIM PRODUK, HARGA, DAN LABELISASI BPOM TERHADAP KEPUTUSAN PEMBELIAN SKINCARE ORIGINOTE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of product overclaim, price, and BPOM labeling on purchasing decisions of The Originote skincare among consumers in West Jakarta. This research employs a quantitative approach using a survey method by distributing questionnaires to 216 respondents who have used The Originote products, selected through purposive sampling. The collected data were analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS). The results indicate that product overclaim, price, and BPOM labeling simultaneously have a significant effect on purchasing decisions. Partially, price and BPOM labeling have a positive and significant effect on purchasing decisions, while product overclaim has a negative but insignificant effect. These findings indicate that consumers place greater emphasis on price suitability and product legality and safety assurance rather than excessive promotional claims when making purchasing decisions for The Originote skincare products. Keywords: product overclaim, price, BPOM labeling, purchasing decision, skincare. Penelitian ini bertujuan untuk menganalisis pengaruh overclaim produk, harga, dan labelisasi BPOM terhadap keputusan pembelian skincare The Originote pada konsumen di Jakarta Barat. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 216 responden yang pernah menggunakan produk The Originote, dengan teknik purposive sampling. Data yang diperoleh dianalisis menggunakan metode Structural Equation Modeling–Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa secara simultan overclaim produk, harga, dan labelisasi BPOM berpengaruh signifikan terhadap keputusan pembelian. Secara parsial, harga dan labelisasi BPOM berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan overclaim produk berpengaruh negatif namun tidak signifikan. Temuan ini menunjukkan bahwa konsumen lebih mempertimbangkan kesesuaian harga serta jaminan legalitas dan keamanan produk dibandingkan klaim promosi yang berlebihan dalam menentukan keputusan pembelian skincare The Originote. Kata kunci: Overclaim produk, harga, labelisasi BPOM, keputusan pembelian, skincare.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010064
Uncontrolled Keywords:	Overclaim produk, harga, labelisasi BPOM, keputusan pembelian, skincare.
Subjects:	600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	23 Sep 2026 13:34
Last Modified:	23 Sep 2026 13:34
URI:	http://repository.mercubuana.ac.id/id/eprint/104083

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