Analisis Jenis Media Promosi Dan Keragaman Harga Terhadap Keputusan Pembelian Kosmetik Halal Via Online (Studi Kasus Pada Kaum Milenial Di Kota Malang)

Abstract

Abstract

 

This study aims to determine the effect of the type of promotional media and price diversity on the decision to purchase halal cosmetics via online. This research belongs to the type of explanatory research with a quantitative approach, which was conducted to examine the effect between variables. The population in this study is the millennial Generation Y who were born in the period 1980 - 2000 in Malang City. From this population a sample will be determined using the formula method from Malhotra so that a sample of 80 samples is obtained. Data analysis in this study consisted of instrument testing, classical assumption test, multiple linear regression analysis, hypothesis testing, and coefficient of determination test. The results showed that based on the results of the t test and f test, there was a simultaneous influence between the variables of the type of promotional media and the diversity of prices on the decision to purchase halal cosmetics via online. Adjusted R Square of 47.8% to the dependent variable, namely customer satisfaction can be explained by the variable type of promotional media (X1) and price diversity (X2), while 52.2% is explained by other variables outside the research model.

 

Keywords : Types Of Promotional Media, Price Diversity, And Buying Decision