The Impact of User Testimonials, Product Availability, and Product Variation on Cosmetic Purchasing Decisions on Tokopedia: A Study on Tokopedia Cosmetic Consumers in Sukoharjo City

Abstract

This study aims to determine and analyze the influence of user testimonials, product availability, and product variations both partially and simultaneously on purchasing decisions for cosmetic products on Tokopedia in Sukoharjo City. This study uses a quantitative descriptive design with a causal approach to determine the influence of user testimonials, product availability, and product variations on purchasing decisions for cosmetic products on Tokopedia in Sukoharjo City. The population in this study were Tokopedia users who had purchased cosmetic products, but the exact number of the population was unknown, the research sample was 100 respondents, sampling using the purposive sampling method. Data analysis techniques were validity and reliability tests, regression analysis, t-tests, and F-tests. Based on the results of the study, it can be concluded that the three variables have a significant and positive influence on consumer purchasing decisions for cosmetic products on Tokopedia in Sukoharjo City.