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All Journal JMD: Jurnal Riset Manajemen & Bisnis Dewantara Ihsan: Jurnal Pengabdian Masyarakat Forum Bisnis dan Kewirausahaan Jurnal Manajemen Informatics and Enginering Dedication AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Publikasi Riset Mahasiswa Manajemen Publikasi Hasil Pengabdian Kepada Masyarakat. Prioritas : Jurnal Pengabdian Kepada Masyarakat Journal of Artificial Intelligence and Digital Business Jurnal Multidisiplin Sahombu MDP Student Conference Jurnal Keuangan dan Bisnis Journal of Innovative and Creativity International Journal of Management and Business Applied
Nyimas Artina
Universitas Multi Data Palembang
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Pengaruh Promosi, Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Make Over di Linda Kosmetik Cabang Letkol Iskandar Kota Palembang Erin Meilisia; Nyimas Artina
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 2 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i2.1960

Abstract

The rapid growth of the cosmetics retail industry in Palembang has intensified competition among brands and retailers, requiring a better understanding of the factors influencing consumer purchasing decisions. This study aims to examine the effect of promotion, product quality, and price on purchasing decisions for Make Over products at Linda Kosmetik, Letkol Iskandar Branch, Palembang. A causal quantitative approach was employed using a survey of 342 consumers selected through the Slovin formula. Data were collected through structured questionnaires measured on a Likert scale and analyzed using multiple linear regression with SPSS. The results indicate that promotion (Sig. 0.049), product quality (Sig. 0.000), and price (Sig. 0.000) each have a significant partial effect on purchasing decisions. Simultaneously, the three variables significantly influence purchasing decisions (F = 124.918; Sig. 0.000). The adjusted R square value of 0.592 shows that 59.2% of the variation in purchasing decisions can be explained by promotion, product quality, and price, while the remaining 40.8% is influenced by other factors beyond this model. These findings highlight the importance of integrating competitive pricing, consistent product quality, and effective promotional strategies in retail cosmetics marketing.
Co-Authors Africano, Fernando Alexander, Martin Arisman, Anton Baldi, Jolin Rusli Tee Charlie Charlie, Charlie Cholid, Idham Dafid Dafid Daniel Udjulawa Ediansyah, Kelvin Erin Meilisia Febindra, Febindra Furtiman, Kelly Evita Gustin Leony Hendri Afrido Bekayo Idham Cholid Irene, Shelina Avrielle Jeffry Jeffry Kardinal, Kardinal Kathryn Sugara Keristin, Usniawati Kesuma, Dorie P. Khairani, Siti Lestari, Widi Dwi Malvino Terelie Fadly Marsella, Marsella Megawati Megawati Meilisa Meilisa Melinda, Veny Muhammad Rachmadi, Muhammad Nadya Febrianti Sunardi Putri Rahma dini Rahmatunnisa Muhammad Assegaf Rastavela, Adela Retno Budi Lestari Saputra, Handy Shintia Wijaya Steven Agustinus Stevi Stevi Suharja, Taufik Hidayat Ria Suherman, Kenrick Tristina, Tia Vivian Natasyah wati, Elfira Wijaya, Michael Pratama Wiwik Handayani