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Irma Rahmayanti
Program Studi Pendidikan Ekonomi, Fakultas Pendidikan Ilmu Sosial Dan Humaniora
Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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THE EFFECT OF PROMOTIONS ON PURCHASING DECISIONS FOR SCARLETT SKINCARE PRODUCTS AMONG THE COMMUNITY OF NANGAHALE VILLAGE Irma Rahmayanti; Muhammad Syahun; Muhammad Amir
INTERNATIONAL JOURNAL OF MULTI SCIENCE Vol. 6 No. 01 (2026): INTERNATIONAL JOURNAL OF MULTISCIENCE - JANUARY-APRIL 2026
Publisher : CV KULTURA DIGITAL MEDIA

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Abstract

This study aims to investigate the influence of promotions on purchasing decisions regarding Wardah cosmetic products amongst the residents of Nangahale Village. The study was conducted amongst the residents of Nangahale Village. The population for this study consists of residents of Nangahale Village who use Scarlett skincare products. The sample size for this study was 96 individuals. The sampling technique used was random sampling. This study employed a quantitative descriptive approach. All statements were valid, reliable, normally distributed, linear, and non-heteroscedastic. Based on the results of the simple linear regression calculation, the Purchase Decision was found to be 28.203 + 0.595 (Promotion). Hypothesis testing of the t-test results showed that the calculated t-value was greater than the critical t-value (6.852 > 1.661), meaning that H0 was rejected and H1 was accepted. The results show that the coefficient of determination (R-squared) of the independent variables on the dependent variable is R² = 0.333 or 33.3%. Therefore, this study concludes that there is a relationship between promotion and the purchase decision for Scarlett skincare products among the community in the village of Nangahale.
Co-Authors Muhammad Amir Muhammad Syahun