PENGARUH KUALITAS PRODUK DAN FREE ONGKIR TERHADAP KEPUTUSAN PEMBELIAN SKINCARE G2G PADA MARKETPLACE TIKTOK SHOP
(Studi pada Konsumen di Kabupaten Karawang)
DOI:
https://doi.org/10.61722/jemba.v3i5.3148Keywords:
Free shipping, G2G skincare, product quality, purchasing decision, TikTok ShopAbstract
The rapid growth of e-commerce has intensified competition in the skincare market, including through TikTok Shop. This study aims to analyze the effect of product quality and Free shipping on purchasing decisions for G2G skincare products among consumers in Karawang Regency. This research uses a quantitative descriptive approach. Data were collected through an online questionnaire using a five-point Likert scale from 99 respondents selected using purposive sampling. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4, covering the evaluation of the outer model and inner model. The results show that product quality has a positive and significant effect on purchasing decisions, indicated by a T-statistic of 4.768 and a P-value of 0.000. Free shipping also has a positive and significant effect on purchasing decisions, with a T-statistic of 4.205 and a P-value of 0.000. The adjusted R-square for purchasing decisions is 0.691, indicating that product quality and Free shipping jointly explain 69.1% of the variance in purchasing decisions, while 30.9% is explained by factors outside the research model. These findings indicate that maintaining product quality and optimizing Free-shipping promotions are important strategies for increasing consumer purchasing decisions on TikTok Shop.
References
Adetya, S., & Yuliana, Y. V. (2025). Systematic Literature Review: Validity And Reliability Testing Of Lecturer Performance Measurement Tools. Jurnal Fokus Manajemen, 5(2), 317-324. https://doi.org/10.37676/jfm.v5i2.8429
Dahlan Ramdhani, & Rahma Maulina. (2023). The Effect of Price and Free Shipping on Purchasing Decisions in E-commerce Shopee on Students of The Faculty of Economics Pasim National University. International Journal of Integrative Sciences, 2(9), 1349-1368. https://doi.org/10.55927/ijis.v2i9.5967
Elfyra, R. D., & Nurtjahjani, F. (2023). Terhadap Keputusan Pembelian Produk Emina Pada Platform E-commerce Shopee. Jurnal Aplikasi Bisnis, 9(1), 143-148.
Faradita, P. A., & Widjajanti. (2023). Pengaruh Online Customer Review, Harga Dan Kualitas. Ilmu Ekonomi, 21(2), 543-554.
Fauzi, T. D., Budhijana, B., Simatupang, B. M., & Haryanti, E. (2025). Pengaruh Potongan Harga, Promo Gratis Ongkos Kirim, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pada Shopee Live. 5(1), 1434-1445.
FindNiche. (2026). Top 100 TikTok Beauty & Personal Care Shop in Indonesia 2026. https://findniche.com/tiktok/top-sellers-beauty-and-personal-care-id
Lestari, I. W. (2025). Daftar E-commerce Paling Sering Diakses 2025, Shopee Masih Juara. GoodStats. https://goodstats.id/article/e-commerce-paling-sering-diakses-2025-shopee-masih-juara-wyZqk
Manihuruk. (2023). Analisis Kualitas Produk dan Promosi terhadap Loyalitas Pelanggan dengan Kepuasan sebagai Variabel Intervening pada PT Shopee Indonesia (Vol. 1,
Issue 1). https://ejournal.uhn.ac.id/index.php/business_management
Maulana, E. A., Pebrianggara, A., & Hariansih, M. (2024). Jurnal E-Bis: Ekonomi Bisnis.
(2), 711-723.
Nainggolan, R. A., Sitorus, D. H., Batam, U. P., Soeprapto, J. R., Kuning, M., & Batam,
K. (2023). Keputusan Pembelian Secara Online Pada Marketplace Shopee Di. Jurnal JEMI, 23(2), 49-59.
Pamungkas, F. P., & Anggarini, D. R. (2024). Pengaruh Diskon dan Free Ongkir terhadap Keputusan Pembelian melalui E-commerce (Studi Kasus Shopee) di Bandar Lampung. 6(4), 571-580.
Purwati, R., Pristiyono, & Halim, A. (2024). Analisis Perilaku Konsumtif Terhadap Belanja Online sebagai Kebutuhan ataukah Gaya Hidup. 2(2), 306-312.
Putri, S. C., & Armaniah, H. (2023). Pengaruh Desain Produk dan Kualitas Produk terhadap Keputusan Pembelian pada Produk Noera Collagen Drink di TikTokShop (Vol. 2, Issue 3).
Rakhmayanti, I. (2025). 229,4 Juta Warga RI Sudah Terhubung Internet, Ini Data Terbaru 2025. CNBC Indonesia. https://www.cnbcindonesia.com/tech/20250806142256-37-655596/2294-juta-warga-ri-sudah-terhubung-internet-ini-data-terbaru-2025
Rani, R. (2024). Pengaruh Kualitas Layanan, Harga, dan Promosi Gratis Ongkir terhadap Keputusan Pembelian melalui E-commerce. 5(2), 46-58.
Rosidah, S., & Husainah, N. (2025). Pengaruh Disiplin dan Lingkungan Kerja terhadap Kinerja Pegawai dengan Kepuasan Kerja sebagai Variabel Mediasi. Paradoks: Jurnal Ilmu Ekonomi, 8(4), 959-967. https://doi.org/10.57178/paradoks.v8i4.1935
Sari, A. W., Djan, I., Warataka, M., & Sumardjono. (2023). Analisis Sikap dan Perilaku Konsumen terhadap Keputusan Pembelian pada Online Marketplace. Jurnal Ekonomika, 5(1), 17-23.
Suhendra, A. R., Masnita, Y., & Kurniawati. (2023). Anteseden Sikap Konsumen terhadap Perilaku Pembelian Online. Jurnal Samudra Ekonomi dan Bisnis. https://doi.org/10.33059/jseb.v14i1.5954
Sulung, U., & Muspawi, M. (2024). Memahami Sumber Data Penelitian: Primer, Sekunder, dan Tersier. Jurnal Edu Research Indonesian Institute For Corporate Learning And Studies (IICLS), 5(September), 110-116.
Syahri, A. A., & Djakasaputra, A. (2024). Pemasaran Media Sosial, Ulasan Pelanggan, dan Kesadaran Merek terhadap Keputusan Pembelian Xiaomi. Jurnal Manajerial dan Kewirausahaan, 6(4), 857-864. https://doi.org/10.24912/jmk.v6i4.32729
Triadinda, D., Santoso, A., Dani, R., & Norman, E. (2019). Metode Penelitian Ekonomi Konsep, Metode, dan Implementasi. PT. Mifandi Mandiri Digital.
Yulis, A. (2023). Pengaruh Rating Pelanggan Online Dan Gratis Ongkos Kirim Terhadap Keputusan Pembelian Di Platform E-commerce Shopee. Jurnal Aplikasi Bisnis, 9, 74-79.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
