Analisis Pengaruh Diskon, Brand Image, dan Key Opinion Leader Terhadap Keputusan Pembelian Produk Kecantikan Skintific di Wilayah Kota Pekanbaru
DOI:
https://doi.org/10.36312/ej.v6i2.2762Keywords:
Diskon, Brand Image, Key Opinion Leader, Keputusan Pembelian, SkincareAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh diskon, brand image, dan Key Opinion Leader (KOL) terhadap keputusan pembelian produk kecantikan Skintific di Kota Pekanbaru. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei eksplanatori. Sampel penelitian sebanyak 100 responden diperoleh melalui probability sampling dengan rumus Slovin. Data primer dikumpulkan menggunakan kuesioner daring, sedangkan analisis data dilakukan melalui regresi linier berganda dengan bantuan SPSS 22, mencakup uji validitas, reliabilitas, uji asumsi klasik, serta uji parsial (t), simultan (F), dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa variabel diskon berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan brand image berpengaruh negatif dan tidak signifikan. Variabel KOL berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel tersebut berpengaruh signifikan dengan kontribusi sebesar 73,4% terhadap variasi keputusan pembelian, sementara 26,6% dipengaruhi oleh faktor lain. Simpulan penelitian ini menegaskan bahwa diskon dan KOL merupakan faktor dominan dalam memengaruhi keputusan pembelian produk kecantikan Skintific, sedangkan brand image belum menjadi penentu utama dalam konteks ini.
Analysis of the Influence of Discounts, Brand Image, and Key Opinion Leader on the Purchase Decision of Skintific Beauty Products in the City of Pekanbaru
Abstract
This study aims to analyze the influence of discounts, brand image, and Key Opinion Leaders (KOLs) on purchase decisions for Skintific beauty products in Pekanbaru City. The research employs a quantitative approach with an explanatory survey design. A total of 100 respondents were selected using probability sampling with Slovin’s formula. Primary data were collected through online questionnaires, while data analysis was conducted using multiple linear regression in SPSS 22, including validity and reliability tests, classical assumption tests, as well as partial (t), simultaneous (F), and determination coefficient (R²) tests. The results reveal that discounts have a positive and significant effect on purchase decisions, whereas brand image shows a negative and insignificant effect. KOLs exert a positive and significant influence on purchase decisions. Simultaneously, the three variables significantly affect purchase decisions, explaining 73.4% of the variance, while 26.6% is influenced by other factors. The study concludes that discounts and KOLs are the dominant factors influencing purchase decisions for Skintific products, while brand image does not play a decisive role in this context.
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