An Analysis of the Impact of Price and Promotions on Purchase Intent and Its Implications for Sales of Skintific Products on Shopee Indonesia

Abstract

The rapid acceleration of digital transformation in Indonesia has significantly 
reshaped consumer behavior, especially within the highly competitive beauty and 
personal care sector on e-commerce platforms. This study aims to comprehensively 
examine the impact of pricing strategies and promotional activities on the sales 
performance of Skintific products. The analysis is based on consumer ratings and 
textual reviews collected directly from the Shopee Indonesia platform. Using a 
quantitative explanatory approach combined with a non-participant digital 
observation method, data were selectively gathered from the official Skintific store. 
The focus was placed on top-selling and highly reviewed skincare and makeup 
product bundles. The results indicate that pricing and promotions have a strong, 
interconnected, and statistically significant effect on consumer purchasing decisions. 
The application of value-based pricing and psychological pricing strategies, 
particularly through product bundling, effectively reduces consumer sensitivity to 
price while enhancing perceived value. In addition, promotional strategies such as 
flash sales and free shipping act as powerful drivers that accelerate purchase 
decisions, both for rational and impulsive buying behavior. Importantly, customer 
ratings and online reviews play a crucial moderating role. High ratings (averaging 4.9 
out of 5.0) and detailed positive feedback serve as electronic word-of-mouth 
(eWOM), reducing perceived risk and strengthening the effectiveness of pricing and 
promotions. The study also highlights differences in behavior: skincare purchases 
tend to be more rational and review-driven, while makeup purchases are more 
influenced by promotions and trends. These findings contribute to digital marketing 
theory and provide practical insights for business strategy optimization.