PENGARUH ADVERTISING DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH DI INSTAGRAM (STUDI PADA MAHASISWI UNIVERSITAS ISLAM MALANG PENGGUNA PRODUK WARDAH)

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ABSTRAK

Penelitian ini dilakukan atas dasar dan tujuan mengetahui dan menganalisis variabel advertising dan sales promotion menyebabkan secara parsial maupun simultan pada keputusan pembelian produk Wardah di Instagram. Diteliti menggunakan jenis penelitian kuantitatif. Adapun pengumpulan datanya menggunakan kuesioner. Populasi penelitian ini yaitu Mahasiswi S1 Universitas Islam Malang angkatan 2019 pengguna produk Wardah.

Hasilnya menjelaskan mengenai variabel Advertising (X1) menyebabkan pengaruh keputusan pembelian (Y)  produk Wardah dari Mahasiswi Universitas Islam Malang. Variabel Sales promotion (X2) tidak menyebabkan keputusan pembelian produk Wardah di Mahasiswi Universitas Islam Malang. Hasil uji F menunjukkan terdapat pengaruh antara variabel independen (X1 dan X2) secara simultan terhadap variabel dependen (Y), dengan begitu Ha diterima Ho ditolak. Hasil uji koefisien determinasi menunjukkan adjusted R square senilai 0,619, bermakna seluruh variabel bebas yakni advertising (X1) dan sales promotion (X2) mempunyai peran secara bersama senilai 61,9% oleh variabel (Y). Jika dilihat sisa nilai 38,1% dapat diperoleh dari variabel yang peneliti tidak teliti dalam Penelitian yang dilakukan tersebut.

Kata Kunci: Advertising, Sales Promotion, Keputusan Pembelian

ABSTRACT

This research was conducted on the basis and purpose of knowing and analyzing advertising and sales promotion variables that partially or simultaneously influence purchasing decisions for Wardah products on Instagram. Researched using a type of quantitative research. The data collection uses a questionnaire. The population of this study is the 2019 batch of undergraduate students at the Islamic University of Malang, users of Wardah products.

The results explain that the Advertising variable (X1) influences the purchasing decision (Y) of Wardah products from the Islamic University of Malang students. Sales promotion variable (X2) does not affect the decision to purchase Wardah products for female students at the Islamic University of Malang. The results of the F test show that there is an influence between the independent variables (X1 and X2) simultaneously on the dependent variable (Y), so that Ha is accepted, Ho is rejected. The results of the test for the coefficient of determination show that the adjusted R square is 0.619, meaning that all independent variables, namely advertising (X1) and sales promotion (X2) have a joint role of 61.9% by variable (Y). If you look at the remaining value of 38.1%, it can be obtained from variables that the researchers did not examine carefully in the research that was carried out.

Keywords: Advertising, Sales Promotion, Purchase Decision