Pengaruh Program Diskon, Kelengkapan Produk, dan Lokasi terhadap Keputusan Pembelian Konsumen pada Produk Skincare di Duta Cosmetic Bireuen

Abstract

This study was oriented to examine and analyze the effect of discount programs, product completeness, and location on consumer purchasing decisions for skincare products at Duta Cosmetic Bireuen. The operationalized methodological approach was a quantitative method with a causal-associative design, wherein the research population encompassed all consumers who engaged in purchasing transactions for skincare products at the store, employing a questionnaire distribution technique for data collection. The processing and verification of empirical data were executed utilizing multiple linear regression analysis, partial testing (t-test), and simultaneous testing (F-test). Statistical evidence indicates that partially, the discount program variable exerts no significant effect on consumer purchasing decisions, thus  is declared rejected. Conversely, the product completeness variable is proven to exert a significant partial effect on consumer purchasing decisions, confirming the acceptance of . Likewise, the location variable demonstrates a significant partial effect on consumer purchasing decisions, leading to the acceptance of . Furthermore, simultaneous testing shows that the combination of discount program, product completeness, and location variables collectively exerts a significant effect on consumer purchasing decisions for skincare products at Duta Cosmetic Bireuen, underpinning the acceptance of .