Pengaruh Promosi dan Harga Terhadap Keputusan Pembelian Produk Skincare Avoskin (Studi Kasus pada Mahasiswa Angkatan 2018-2022 FEB Universitas Kristen Indonesia)

Siburian, Melprida (2023) Pengaruh Promosi dan Harga Terhadap Keputusan Pembelian Produk Skincare Avoskin (Studi Kasus pada Mahasiswa Angkatan 2018-2022 FEB Universitas Kristen Indonesia). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Industri kecantikan terus menghadapi pertumbuhan yang amat cepat, satu darinya di bidang skincare. Perihal ini dipicu oleh tersedianya kesempatan untuk memeroleh market share di bidang bisnis komoditas skincare di Indonesia. Satu dari komoditas kecantikan yang tengah naik daun masa kini lantaran Promosinya yakni Avoskin. Skincare avoskin diproduksi di wilayah Yogyakarta dimana menyertai komoditas-komoditas skincare dengan promosi berbahan natural alami dan dikemas dengan tampilan yang eco friendly dengan fungsi manfaat serta harga yang bervarian. Riset ini ialah riset kuantitatif dengan dua variable independent yakni Promosi dan Harga serta variable dependent yakni Keputusan Pembelian. Teknik penghimpunan data yang dipakai dalam riset ini ialah memakai angket melalui online dengan google form. Teknik sampling yang dipakai ialah purposive sampling terhadap 100 narasumber customer Avoskin pada mahasiswa Fakultas Ekonomi Bisnis Universitas Kristen Indonesia dari angkatan 2018-2022. Analisa data riset memakai analisa regresi linear berganda serta uji hipotesa memakai uji t, uji F, serta koefisien determinasi. Hasil analisa regresi linear berganda menampilkan persamaan Y= 2,269 + 0,321X1 + 0,575X2 + e dengan koefisien determinasinya ialah 0,857. Perihal ini menampilkan bahwasanya persentase sumbangsih pengaruh variable independent sebanyak 85,7% serta sisanya dipengaruhi variable lain yang tidak dikaitkan dalam riset ini. Uji t terhadap variable Promosi (X1) memeroleh nilai t hitung 3,406 > ttable 1,984 serta dengan taraf signifikan 0,001 < 0,050 (0,05) dan variable Harga (X2) memeroleh nilai thitung 6,561 > ttable 1,984 serta dengan taraf signifikan 0,000 < 0,050 (0,05). Uji F memeroleh nilai Fhitung 290,626 > Ftable 3,09 serta taraf signifikansi 0,000 < 0,05, hingga bisa disimpulkan bahwasanya variable Promosi dan Harga dengan parsial ataupun simultan punya pengaruh terhadap Keputusan Pembelian. Dari hasil riset ini bisa disimpulkan bahwasanya Promosi dan Harga dapat mengoptimalkan keputusan pembelian customer Avoskin pada mahasiswa FEB Universitas Kristen Indonesia angkatan 2018-2022. Kata Kunci: Promosi, Harga, Keputusan Pembelian. / Currently, beauty industry continues to experience very rapid development, one of which is at world of skincare. These are due to availability of opportunities to gain market share in the skin care product business sector in Indonesia. One of beauty product that is current popular because of promo, namely Avoskin. Avoskin skincare is produced in the Yogyakarta area where it presents skincare products with promotions made from natural ingredients and environmentally friendly packaging with various functions and prices. These studies are quantitative research with two independents variable, namely Promotion, Price, and a bond variable, namely Purchase Decision. Data collections technique use in these studies was use an online questionnaire with Google Forms. The sampling techniques using a purposives sampling of 100 Avoskin customer respondent among student of Indonesian Christian University Faculty of Economic Business from the 2018-2022 class. Analysis of research data using multiply linear regressions analyst and hypothesis tested use t test, F test, and coefficients determination. Multiply linear regressions analysis result show equation Y = 2.269 + 0.321X1 + 0.575X2 + e with a coefficients determination of 0.857. That show proportion of contribution of the independent variables is 85.7% and rest is influence by others variable not include in these studies. t test on Promotion variables (X1) produce a tcount values of 3.406 > t table 1.984 and with significancy values of 0.001 < 0.05 and Price variables (X2) produce tcount values of 6.561 > t table 1.984 and with significancy values of 0.000 <0.05. F test has a F count value of 290.626 > F table 3.09 with significancy values of 0.000 < 0.05, so that maybe mean Promotions and Prices variable partially or simultaneously influence Purchase Decisions. From result of these studies, it may conclude that promotions and prices can increase consumer decisions to purchase Avoskin among student of FEB, Indonesian Christian University, classes of 2018- 2022. Keywords: Promotions, Prices, Purchase Decisions

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