PENGARUH PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BEDAK PADAT MAKE OVER PADA MAHASISWI

Yudha Mahrom DS, Tamara Ramadhona Syafitri, Gumar Herudiansyah

Abstract


Purpose– This research aims to determine the influence of Product, Price and Promotion simultaneously and partially on the Purchase Decision of Make Over Pressed Powder among Female Students of the Faculty of Economics and Business, Muhammadiyah University of Palembang.

Design/methodology– The sample used was 100 respondents. The sampling technique uses non-probability sampling using purposive sampling. The type of research used is associative. The data used are primary and secondary data. The data collection technique is a questionnaire. The data analysis used is quantitative qualitative analysis. The analysis techniques used are validity test, multiple linear regression, F test, t test and coefficient of determination. The results of multiple linear regression analysis show that Product, Price and Promotion have a positive influence on purchasing decisions for Make Over Pressed Powder among female students at the Faculty of Economics and Business, Muhammadiyah University, Palembang.

Findings - The results of simultaneous hypothesis testing (F) show that there is a positive and significant influence of Product, Price and Promotion simultaneously on purchasing decisions. The results of the t test hypothesis show that Product, Price and Promotion have a partially positive and significant effect on Purchasing Decisions. The coefficient of determination value shows that the Product, Price and Promotion variables influence the ups and downs of Purchasing Decisions, with a change of 54.1%.


Keywords


Product, Price, Promotion and Purchasing Decision

Full Text:

PDF

References


Afrilliana, N., Agusria, L., Permana, A., & Febriani, Y. (2023). Determinasi Keputusan Pembelian Teh Ditinjau Dari Kualitas Produk Dan Citra Merek. Motivasi, 8(2), 155. https://doi.org/10.32502/mti.v8i2.7183

Agustina Sinta. (2011). Manajemen Pemasaran, Cetakan Pertama. In Universitas Brawijaya Press (UB Press) Penerbitan,.

Alda Octavia, & Sri Nawangsari. (2023). Pengaruh Citra Merek, Kualitas Produk, Keragaman Produk Dan Beauty Vlogger Terhadap Keputusan Pembelian Produk Kosmetik Make Over (Studi Kasus Pada Konsumen Wanita Di Jabodetabek). Agustus, 3(2), 153–166.

Ambarwati, M., & Satrio, B. (2018). Pengaruh Produk, Harga, Promosi dan Lokasi terhadap Keputusan Pembelian Konsumen Produk Oriflame. Jurnal Ilmu Dan Riset Manajemen, 7(8), 1–16. http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/1499

Anam, M. S., Nadila, D. L., Anindita, T. A., & Rosia, R. (2020). Pengaruh Kualitas Produk, Harga dan Brand Image terhadap Keputusan Pembelian Produk Hand and Body Lotion Merek Citra. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 4(1), 120–136. https://doi.org/10.36778/jesya.v4i1.277

Arianto, A. (2023). Manajemen Pemasaran.

Charviandi, A., Noviany, H., Suhartini, Y., Wijaya, A., & Abdullah, M. A. F. (2023). Perspektif Digital Marketing.

Firmansyah, A. (2018). Perilaku Konsumen (Perilaku konsumen). Cv Budi Utama, 5 No.(september), 5–299. https://www.academia.edu/37610166/PERILAKU_KONSUMEN_PERILAKU_KONSUMEN_MAKALAH_PERILAKU_KONSUMEN

Herudiansyah, G., Juniardi, A., & Nurrahmi, M. (2022). Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Di Toko Online Lazada Pada Mahasiswa Universitas Muhammadiyah Palembang. Manajemen Dan Bisnis, 1(1). http://ojs.ukb.ac.id/index.php/Jmabis/article/view/453%0Ahttp://ojs.ukb.ac.id/index.php/Jmabis/article/download/453/310

Junaedi, I. W. R., Pribadi, F. S., Latif, A. S., Juliawati, P., Sumartana, I. M., Nurdiana, Abdurohim, Andriani, A. D., Sukmawati, H., Maharani, E., Fiyul, A. Y., Ariyanto, A., Trinanda, O., & Santoso, R. (2022). Manajemen Pemasaran. In CV. Eurieka Media Aksara.

Kotler, P., & Keller, K. L. (2008). Philip_Kotler_Manajemen_Pemasaran_Edisi.pdf (p. 19). http://docplayer.info/31435130-Bab-iii-landasan-teori-membeli-untuk-mewujudkan-kepuasan-konsumen-maka-perusahaan-harus.html

Miranda, A., Latief, F., & Z, N. (2023). Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Kosmetik Makeover pada Mahasiswa ITB Nobel Indonesia. Jurnal Manajemen Dan Akuntansi, 1(1), 29–41. https://e-jurnal.nobel.ac.id/index.php/malomo/article/view/3446/1722

Noor, Z. Z. (2021). Buku Referensi Strategi Pemasaran 5.0. In Buku Referensi Strategi Pemasaran 5.0 (p. 55https://media.neliti.com/media/publications/1747). https://repo.jayabaya.ac.id/3257/1/BUKU REFERENSI STRATEGI PEMASARAN 5.0.pdf

Priyantari, R. D. (2023). Pengaruh Desain Produk, Promosi, Dan Harga Terhadap Keputusan Pembelian Purbasari Lipstick Color Matte Di Toko Sehat Cosmetic Kota Mojokerto. Journal of Economic, Bussines and Accounting (COSTING), 6(2), 1991–2003. https://doi.org/10.31539/costing.v6i2.5258

Puspasari, M., Afrilliana, N., & Oktariani, O. (2023). Pengaruh Word of Mouth, Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Lipstik Pixy. Motivasi, 8(1), 60. https://doi.org/10.32502/mti.v8i1.5941

Supriadi, Y. N., Marzuki, F., Ariani, N., Resti, A. A., Argo, J. G., Aryani, L., Mardiatmi, B. D., Wadu, R. M. B., Matondang, N., & Pusporini. (2022). Strategi Manajemen Pemasaran di Era Digital (Issue January 2022). www.penerbitdeepublish.com

Swastha, Basu, I. (2014). Manajemen Pemasaran Modern. Liberty, Yogyakarta. https://doi.org/10.1017/CBO9781107415324.004

Syah, A. (2023). Strategis Pemasaran. In NBER Working Papers. http://www.nber.org/papers/w16019

Trisnawati, I. A., Suardhika, I. N., & Hendrawan, I. G. Y. (2022). Pengaruh Citra Merek, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian Bedak Marcks dan Venus di Apotek Kimia Farma Denpasar. Jurnal Emas, 3(3), 134–147.

Uswatun Hasanah Dema, F., & Rokhman, N. (2020). Pengaruh Harga, Promosi, dan Citra Merek Terhadap Keputusan Pembelian Produk Blush On Emina di Yogyakarta. Cakrawangsa Bisnis, 1(2), 213–234.

Yoesoep, R. E. (2022). Manajemen Pemasaran. In Eureka Media Aksara. https://repository.penerbiteureka.com/publications/558183/manajemen-pemasaran




DOI: https://doi.org/10.32502/mti.v9i1.8216

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 MOTIVASI

 

Creative Commons License

Motivasi: Jurnal Manajemen dan Bisnis is Published by Management Department, Economic and Business Faculty, Muhammadiyah University of Palembang. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Indexed/Abstracted