The Influence Of Lifestyle And Promotion On Purchasing Desicion Of Local Cosmetic Products On Student In Jabodetabek

Abstract

This study aims to gain new knowledge and analyze the influence of lifestyle and promotion on purchasing decisions of local cosmetic products. This research was conducted in Jabodetabek. For six months starting from January 2021 to July 2021. The method used is a questionnaire survey method with the population used is students who have bought local cosmetic products and who live in Greater Jakarta. The sampling technique used is purposive sampling technique as many as 210 respondents. While the analysis technique of simple linear regression research. The hypothesis of this study shows that: (1) there is a positive and significant influence between lifestyle and purchasing decisions, this hypothesis is evidenced by tcount (2.213) > ttable (1.652) with a significance probability of 0.028 <0.05. (2) there is a positive and significant effect between promotion and purchase decisions, this hypothesis is evidenced by tcount (2.823) > ttable (1.652) with a significance probability of 0.005 <0.05. The simple regression equation obtained is = 41.334 + 0.296 X1 and = 38.500 + 0.418X2. The effect of lifestyle and promotion on purchasing decisions of local cosmetic products is obtained by the coefficient of determination of 2.3% and 3.7%, respectively