Izza, Namira Jasmine Nur (2026) Pengaruh Keamanan Produk, Kepercayaan Merek dan Persepsi Harga terhadap Keputusan Pembelian Eyeshadow Palette Pinkflash Pasca Isu Kandungan Produk Berbahaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the evolving beauty industry, makeup has become more than a desire it now serves as a means of expressing social identity, particularly among women, making cosmetics a top priority in their consumption choices. This study examines the influence of Product Safety, Brand Trust, and Price Perception on the purchase decision of the Pinkflash eyeshadow palette following the emergence of a hazardous product content issue. The research is grounded in widespread reports that Pinkflash, a popular cosmetic brand, faced public backlash after consumers experienced adverse effects from using its eyeshadow palette. A quantitative approach was employed using purposive sampling, involving 112 respondents who were aware of the hazardous contentissue. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling with the Partial Least Square (PLS-SEM) approach. The results reveal that Product Safety, Brand Trust, and Price Perception each have a significant positive effect on purchase decisions, indicating that perceived product safety, credible information quality, and price fairness relative to product value all shape consumer purchasing behavior. These findings suggest that companies must strengthen internal factors—such as product safety and information transparency—before addressing external market factors, in order to prevent reputational damage and sustain purchase decisions amid the ongoing growth of the cosmetics industry. Keywords: Product Safety; Brand Trust; Price Perception; Purchase Decision; Pinkflash
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Doctor Management | ||||||||
| Depositing User: | namira jasmine nur izza | ||||||||
| Date Deposited: | 07 Jul 2026 07:17 | ||||||||
| Last Modified: | 07 Jul 2026 07:55 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54753 |
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