<![CDATA[This study aims to analyze the influence of promotion and price on purchasing decisions on Emina cosmetic products (case study of STIE Dharma Agung Indonesia students). The population in this study were 322 Emina consumers of STIE Dharma Agung Indonesia. The study used a quantitative approach with primary data obtained through distributing questionnaires to 77 respondents who used Emina products. The sampling technique used proportional sampling and purposive sampling. Data analysis included validity test, reliability test, descriptive analysis, classical assumption test, multiple linear regression, t test, F test, and coefficient of determination. The results showed that promotion had a positive and significant effect on purchasing decisions with a regression coefficient value of 0.865, a calculated t value of 7.796 and a significance of 0.000 (<0.05). Price also had a positive and significant effect on purchasing decisions with a regression coefficient value of 0.188, a calculated t value of 2.097 and a significance of 0.039 (<0.05). Simultaneously, promotion and price significantly influence purchasing decisions with a calculated F value of 129.560 and a significance of 0.000 (<0.05). The coefficient of determination shows an R of 0.882 and an R² of 0.778, which means that 77.8% of the variation in purchasing decisions can be explained by promotion and price, while 22.2% is influenced by other factors outside the study. ]]>
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