<![CDATA[Penelitian ini dilatarbelakangi oleh semakin ketatnya persaingan bisnis pada platform e-commerce, khususnya Shopee, yang mendorong perusahaan menerapkan berbagai strategi pemasaran, seperti promosi dan diskon, untuk meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan diskon, baik secara parsial maupun simultan, terhadap keputusan pembelian Facial Wash Whitelab di Shopee. Penelitian menggunakan metode kuantitatif dengan pendekatan survei. Data primer diperoleh melalui penyebaran kuesioner kepada 40 responden yang pernah membeli Facial Wash Whitelab di Shopee menggunakan teknik purposive sampling. Analisis data dilakukan dengan bantuan SPSS melalui uji kualitas data, uji asumsi klasik, analisis regresi linier berganda, uji t, uji F, dan koefisien determinasi. Hasil uji t menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai t hitung 5,426 > t tabel 1,687 (Sig. < 0,05), sedangkan diskon juga berpengaruh positif dan signifikan dengan nilai t hitung 4,267 > t tabel 1,687 (Sig. < 0,05). Hasil uji F menunjukkan bahwa promosi dan diskon secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai F hitung 125,398 > F tabel 3,25 (Sig. < 0,05). Nilai koefisien determinasi sebesar 87,1% menunjukkan bahwa keputusan pembelian dipengaruhi oleh promosi dan diskon, sedangkan 12,9% dipengaruhi oleh faktor lain di luar penelitian. This study was motivated by the increasingly intense competition in the e-commerce industry, particularly on Shopee, which encourages companies to implement various marketing strategies, such as promotions and discounts, to influence consumers' purchasing decisions. This study aimed to analyze the effects of promotions and discounts, both partially and simultaneously, on the purchasing decisions of Whitelab Facial Wash products in Shopee. A quantitative research method with a survey approach was employed. Primary data were collected through questionnaires distributed to 40 respondents who had purchased Whitelab Facial Wash on Shopee using a purposive sampling technique. The data were analyzed using SPSS through data quality tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The t-test results indicated that promotion had a positive and significant effect on purchasing decisions (t-value = 5.426 > t-table = 1.687; Sig. < 0.05), while discounts also had a positive and significant effect (t-value = 4.267 > t-table = 1.687; Sig. < 0.05). Furthermore, the F-test showed that promotions and discounts simultaneously had a positive and significant effect on purchasing decisions (F-value = 125.398 > F-table = 3.25; Sig. < 0.05). The coefficient of determination (R²) was 87.1%, indicating that purchasing decisions were explained by promotions and discounts, while the remaining 12.9% was influenced by other factors outside the scope of this study.]]>
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