Pengaruh Brand Personality, Sales Promotion dan Harga terhadap Keputusan Pembelian Serum Skintific di Sociolla Sun Plaza Medan

Abstract

Cosmetics are a phenomenon in the world of beauty, especially for young people. Cosmetics in Indonesia have developed very rapidly, currently cosmetic products have become a primary need for women who are the main target of the cosmetics industry. The emergence of cosmetic brands such as Skintific in Indonesia was welcomed positively by the Indonesian people. This research aims to determine the influence of Brand Personality, Sales Promotion and Price on Purchasing Decisions of Skintific Serum at Sociolla Sun Plaza Medan. This research is associative research and the type of data used is quantitative data. The population in this study was the unknown number of buyers of Skintific serum at Sociolla Sun Plaza Medan. The number of samples in this research was 90 respondents using a Accidental sampling technique. The data analysis technique uses multiple linear regression. The research results show that simultaneously Brand Personality, Sales Promotion and Price have a positive and significant effect on the Purchase Decision for Skintific serum at Sociolla Sun Plaza Medan. Partial research results: Brand Personality has a positive and significant influence on the decision to purchase Skintific serum at Sociolla Sun Plaza Medan. Sales Promotion has a positive and significant effect on the decision to purchase Skintific serum at Sociolla Sun Plaza Medan. Price has a positive and significant effect on purchasing decisions for Skintific serum at Sociolla Sun Plaza Medan.