ANALYSIS OF THE INFLUENCE OF PRODUCT, PRICE AND PROMOTION ON PURCHASE DECISIONS AT MAY LIA SKIN CARE SHOPEE
DOI:
https://doi.org/10.52630/jmbv.v10.i02.75Keywords:
Product, Prce, Promotion, Purchasing DecisionsAbstract
This study aims to analisys the effect of independent variables namely Product (X1), Price (X2), and Promotion (X3) of the dependent variable, Purchasing Decisions (Y) at May Lia Skin Care In Market Place Shopee. The method used is a quantitative method, this study uses probability sampling techniques by using a sample of 80 respondents, data collection techniques and questionnaires. Based on the results of multiple linear regression analysis obtained correlation coefficient (R) of 0.502 and the coefficient of determination (R2) of
0.252 (25,2%). Hypothesis F test results show Fcount = 8.519 > Ftable = 3.12, which means that simultaneously has a significant effect on purchasing decisions at May Lia Skin Care In Market Place Shopee. Hypothesis t test results indicate that three variables, namely Product (X1) partially have a significant effect on purchasing decisions at May Lia Skin Care In Market Place Shopee
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