<![CDATA[This study was conducted to analyze the extent to which personal communication, salesperson credibility, and product demonstrations can influence consumer decisions in purchasing cosmetic products at PT Paragon Technology & Innovation, Medan Branch. The population in the study could not be identified with certainty, so the sample determination was carried out using the Zikmund formula with a total of 96 respondents. The applied approach was quantitative by utilizing primary data obtained through distributing questionnaires to consumers. Data were analyzed using SPSS version 24 software through the multiple linear regression method. The results of data processing showed that the three independent variables provided a positive and significant contribution to purchasing decisions, both when tested partially and simultaneously. The personal communication variable obtained a regression coefficient of 0.301 with a t-value of 3.327 and a significance level of 0.001. Salesperson credibility showed the highest influence with a regression coefficient of 0.334, a t-value of 3.826, and a significance level of 0.000. Meanwhile, product demonstration produced a regression coefficient of 0.238 with a t-value of 3.042 and a significance level of 0.003. Simultaneous testing using the F test resulted in an F count of 108.094 with a significance level of 0.000, meaning that all independent variables simultaneously have a significant effect on purchasing decisions. Based on the comparison of the t count to t table and the F count to F table, all research hypotheses were accepted. Furthermore, the coefficient of determination showed that 77.2% of the variation in purchasing decisions could be explained by personal communication, salesperson credibility, and product demonstrations, while the remainder was influenced by other factors outside the research model. The relationship between the three independent variables and purchasing decisions was very strong with an R value of 0.883.]]>
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