Exploration of the Influence of Price and Customer Reviews on Body Lotion Purchase Decisions: A Study on Teenage Users

Authors

  • Anisa Arizona Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta
  • Dewinta Khana Elvasandora Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta

DOI:

https://doi.org/10.31334/bijak.v22i2.4196

Keywords:

Price, Customer, Purchase Decision,

Abstract

This study explores the influence of pricing strategies and online customer reviews on the purchasing decisions of teenage users regarding body lotion, specifically focusing on the Scarlett Whitening brand available through the Shopee e-commerce platform. Utilizing a quantitative research approach, data was collected from 112 adolescent respondents in Depok through structured questionnaires. The findings reveal that both pricing and online reviews significantly impact purchase intentions among Gen Z consumers, who exhibit a strong preference for products that balance quality and affordability. The results indicate that competitive pricing and positive online reviews enhance the attractiveness of beauty products, while the integration of social media and influencer marketing further amplifies these effects. The study underscores the necessity for brands to cultivate a positive online reputation and engage with credible influencers to effectively capture the attention and loyalty of this discerning consumer group. Overall, the research highlights the critical role of eWOM (electronic word-of-mouth) and pricing in shaping the purchasing behavior of Gen Z in the beauty skincare market.

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Published

2025-09-06

Issue

Vol. 22 No. 2: September 2025

Section

Articles

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