PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE AVOSKIN (STUDI KASUS PADA MAHASISWA FEB UNIVERSITAS KRISTEN INDONESIA ANGKATAN 2018-2022)

The Influence of Promotions and Prices on Decisions to Purchase Avoskin Skincare Products (Case Study of Indonesian Christian University FEB Students Class 2018-2022)

Abstrak

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: Tax Avoidance, Corporated Social Responsibilities, Leveraged