The Influence of Reseller-Based Marketing Strategy and Product Safety Perception on Consumer Purchase Decisions of SR12 Skincare in Bandung City

Abstract

This study has three variables: reseller-based marketing strategy and perception of product safety as independent variables, and purchase decision as dependent variable. The purpose of this study is to evaluate how consumer perceptions of reseller marketing strategy and product safety influence purchasing decisions for SR12 skincare products in Bandung, both separately and jointly. This study uses a quantitative approach with descriptive and verification analysis methods. The study population is consumers who have purchased SR12 products, with samples drawn using random sampling. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 26 to test the influence of reseller-based marketing strategy and perception of product safety on purchasing decisions. The results of the study indicate that the reseller-based marketing strategy is in the good category, as is consumer perception of product safety. The current level of purchasing decisions for SR12 skincare products is relatively high. Based on statistical tests, it can be concluded that the reseller-based marketing strategy and perception of product safety significantly influence purchasing decisions for SR12 skincare products in Bandung, both simultaneously and partially.