THE EFFECT OF PROMOTIONS ON PURCHASING DECISIONS FOR SCARLETT SKINCARE PRODUCTS AMONG THE COMMUNITY OF NANGAHALE VILLAGE

Irma Rahmayanti; Muhammad Syahun; Muhammad Amir

Irma Rahmayanti Program Studi Pendidikan Ekonomi, Fakultas Pendidikan Ilmu Sosial Dan Humaniora
Muhammad Syahun Program Studi Pendidikan Ekonomi, Fakultas Pendidikan Ilmu Sosial Dan Humaniora
Muhammad Amir Program Studi Pendidikan Ekonomi, Fakultas Pendidikan Ilmu Sosial Dan Humaniora

Keywords: Promotion, Purchase Decision for Scarlett Skincare

Abstract

This study aims to investigate the influence of promotions on purchasing decisions regarding Wardah cosmetic products amongst the residents of Nangahale Village. The study was conducted amongst the residents of Nangahale Village. The population for this study consists of residents of Nangahale Village who use Scarlett skincare products. The sample size for this study was 96 individuals. The sampling technique used was random sampling. This study employed a quantitative descriptive approach. All statements were valid, reliable, normally distributed, linear, and non-heteroscedastic. Based on the results of the simple linear regression calculation, the Purchase Decision was found to be 28.203 + 0.595 (Promotion). Hypothesis testing of the t-test results showed that the calculated t-value was greater than the critical t-value (6.852 > 1.661), meaning that H0 was rejected and H1 was accepted. The results show that the coefficient of determination (R-squared) of the independent variables on the dependent variable is R² = 0.333 or 33.3%. Therefore, this study concludes that there is a relationship between promotion and the purchase decision for Scarlett skincare products among the community in the village of Nangahale.

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