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All Journal Tsaqofah: Jurnal Penelitian Guru Indonesia Al-DYAS : Jurnal Inovasi dan Pengabdian kepada Masyarakat
T, Miftahur Rahmi Anasti
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Pengaruh Promosi terhadap Perilaku Pembelian Produk Tata Rias Wajah (Make Over) pada Mahasiswa Tata Rias dan Kecantikan T, Miftahur Rahmi Anasti; Putri, Nadila Dwi; Dewi, Siska Miga
Al-DYAS Vol 4 No 1 (2025): FEBRUARI
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/aldyas.v4i1.4476

Abstract

This study aims to reveal the effect of promotion on purchasing behavior of Make Over brand makeup products among students of the Department of Cosmetology and Beauty at Padang State University. The research method uses a quantitative descriptive approach with a correlational design. Data were collected through a Likert Scale-based questionnaire distributed online, with a proportional sampling technique. Validity and reliability tests were conducted using SPSS, followed by product moment correlation analysis to test the relationship between variables. The results showed that the promotion carried out by the Make Over company had an average score of 73.17%, while the purchasing behavior of students had an average score of 69.18%, both of which were in the moderate category. Correlation analysis shows a significant relationship between promotion and purchasing behavior with a correlation value of r = 0.602. Hypothesis testing confirms that promotion has a significant effect on purchasing behavior (t count = 8.617> t table = 2.000). This study confirms the importance of the right promotional strategy in influencing consumer behavior, as well as the need for students to consider rational factors in purchasing cosmetic products to maximize their use.
Analisis Faktor yang Berpotensi Mempengaruhi Pembelian Kosmetik pada Platform E-Commerce T, Miftahur Rahmi Anasti; Saputra, Indra
TSAQOFAH Vol 5 No 6 (2025): NOVEMBER
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/tsaqofah.v5i6.7213

Abstract

This study aims to analyze the factors influencing online cosmetic purchasing decisions. A quantitative approach was employed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that platform, price, and marketing factors have a direct influence on purchasing decisions for cosmetics on e-commerce platforms, while social, product, and personal factors do not exhibit a direct effect. Additionally, platform and marketing factors indirectly influence purchasing decisions through the mediation of personal factors, whereas social, price, and product factors are not mediated by personal factors. These findings highlight that platform technical aspects, pricing strategies, and digital marketing are the primary determinants of online cosmetic purchasing decisions, while social influences and product characteristics require additional strategies to effectively impact consumer decision-making.
Co-Authors Dewi, Siska Miga Indra Saputra Putri, Nadila Dwi