Pengaruh Promosi Penjualan dan Brand Image terhadap Keputusan Pembelian Scarlet Whitening pada Mahasiswa Fakultas Ekonomi Universitas Andi Djemma

Abstract

This research was conducted on the Scarlet Whitening beauty product, focusing on analyzing the influence of sales promotions and brand image on purchasing decisions of students at the Faculty of Economics, Andi Djemma University. This study aims to measure the extent to which company promotions and the brand image formed among consumers influence product purchasing decisions. The study population was all students at the Faculty of Economics, Andi Djemma University who had purchased or used Scarlet Whitening products. The sample size was 50 respondents, determined using incidental sampling. The research data consisted of primary and secondary data. Primary data were collected through questionnaires distributed to respondents, while secondary data were obtained from relevant literature. The data analysis method used was multiple linear regression, supported by an F-test to examine the effect of variables simultaneously and a t-test to examine partial effects. The results showed that sales promotions and brand image simultaneously had a significant influence on students' purchasing decisions. Partially, sales promotions had a significant influence on purchasing decisions, and brand image also had a positive and significant influence on purchasing decisions for Scarlet Whitening products. The implications of this study confirm that promotions and brand image are important factors in increasing consumer appeal. Therefore, companies need to focus more on designing promotional strategies that are innovative, creative, and relevant to consumer needs. Furthermore, companies must consistently build a positive, trustworthy brand image that fosters consumer loyalty among students.