SIALLAGAN, ELISABET (2025) PENGARUH SALES PROMOTION PRODUK CUSHION MAKE OVER MELALUI SHOPEE TERHADAP MINAT BELI KONSUMEN. S1 thesis, Universitas Mercu Buana.
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Abstract
This study aims to analyze the influence of sales promotion activities carried out by a local cosmetic brand, specifically Make Over, through the e-commerce platform Shopee on consumer purchase intention, particularly among university students who use Make Over cushion products. The research method employed is quantitative, utilizing online questionnaires distributed to a sample of Make Over consumers who have previously shopped on Shopee. The independent variables in this study include sales promotion elements such as coupons, samples, and cross-promotions, while the dependent variable is consumer purchase intention, measured through the indicators of attention, interest, desire, and action. Multiple regression analysis is used to examine the extent to which Make Over’s sales promotion strategies on Shopee affect consumer purchase intention. This approach provides an objective and quantitative overview of the effectiveness of various forms of promotion in influencing consumer purchasing behavior on digital platforms. The findings of this study are expected to offer practical contributions for local cosmetic companies in designing and implementing more effective and efficient sales promotion strategies in the digital era, especially through ecommerce platforms such as Shopee. Keywords: Sales Promotion, E-Commerce, Consumer Purchase Intention, Local Cosmetics. Penelitian ini bertujuan menganalisis pengaruh aktivitas promosi penjualan yang dilakukan oleh merek kosmetik lokal, khususnya Make Over, melalui platform e-commerce Shopee terhadap minat beli konsumen, terutama pengguna produk cushion Make Over. Metode yang digunakan adalah kuantitatif dengan penyebaran kuesioner online kepada sampel konsumen yang pernah berbelanja di Shopee. Variabel independen meliputi elemen promosi penjualan seperti kupon, sampel, dan promosi silang, sedangkan variabel dependen adalah minat beli konsumen yang diukur melalui indikator attention (perhatian), interest (ketertarikan), desire (keinginan), dan action (tindakan). Analisis regresi berganda digunakan untuk menguji pengaruh strategi promosi penjualan Make Over di Shopee terhadap minat beli konsumen. Pendekatan ini memberikan gambaran objektif dan kuantitatif mengenai efektivitas berbagai bentuk promosi dalam memengaruhi perilaku pembelian di platform digital. Temuan penelitian ini diharapkan memberikan kontribusi praktis bagi perusahaan kosmetik lokal dalam merancang dan mengimplementasikan strategi promosi penjualan yang lebih efektif dan efisien di era digital, khususnya melalui platform e-commerce seperti Shopee. Kata Kunci: Promosi, E-Commerce, Minat Beli Konsumen, Kosmetik Lokal
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