The Influence Of Products, Prices And Promotions On Purchase Decisions For Make Over Brand Cosmetics

Brenda Brenda, Maftuhah Nurrahmi, Amidi Amidi, Ratna Tania

Abstract


This study aims to determine the effect of product, price and promotion simultaneously and partially on the decision to purchase Cosmetics Make Over for female students at the Muhammadiyah University of Palembang. This study used 100 samples, the sampling technique used nonprobability sampling technique by means of purposive sampling. The type of research used is associative, the data used is primary data. The data collection technique used is a questionnaire. The analysis technique used is Multiple Linear Regression analysis, F test, t test and the coefficient of determination. The results of the Multiple Linear Regression analysis of the Product, Price and Promotion variables have a positive regression coefficient meaning that Product, Price and Promotion have a positive influence on Purchase Decisions. The results of the F-test analysis carried out showed that there was a significant influence of Product, Price and Promotion on the Purchase Decision of Cosmetics Make Over in Muhammadiyah University Palembang Students. The partial results of the t-test hypothesis show that products and promotions have a significant effect on purchasing decisions and prices have no significant effect. Analysis of the Coefficient of Determination shows that 33.6% change in purchasing decisions is caused by the large contribution of the independent variables to the dependent variable in the study, while the remaining 66.4% is caused by other variables that are not in this study

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DOI: https://doi.org/10.30596/miceb.v2i0.644

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