Analysis Of Promotions And Influencers On Skincare Purchasing Decisions That Are Moderated By Millennial Needs
Abstract
The cosmetics industry targets market segmentation for both women and men, especially the millennial generation, which is expected to dominate the population of Indonesia in the near future. The objective of this research focuses on the relationship between Promotion and influencers on the purchasing decisions of Skincare products among the millennial generation. The fashionable needs of the millennial generation will be mediated to analyze its influence on purchasing decisions. The appropriate research type for the final project with this title is quantitative research with an observational or survey research design using a questionnaire through a questionnaire scale on 150 respondents in Tambun Selatan District, Bekasi, as well as interviews. The results of the analysis indicate that the Promotion and Influencer variables have a significant influence on the Purchasing Decisions of Skincare products among the millennial generation. The R-square for the Purchasing Decision variable is 0.765, while the adjusted R-square for the Fashionable Needs of the Millennial Generation variable is 0.818. The t-test on Promotion shows a t-statistics value of 2.161 and a p-value of 0.031, while on Influencer, the t-statistics value is 4.040, and the p-value is 0.000, indicating a significant influence. However, when tested simultaneously with the mediation of Fashionable Needs, the t-statistics value of 1.562 is smaller than the t-table value of 1.65508 at a significance level of 0.05, and the p-value of 0.118 is greater than 0.05, indicating no significant influence between these variables and Purchasing Decisions. The t-test on Promotion shows a t-statistics value of 2.161 and a p-value of 0.031, while on Influencer, the t- statistics value is 3.174, which is greater than the t-table value (1.65508) at a significance level of 0.05. Moreover, the p-value of 0.002 is also less than 0.05, indicating a significant influence between Promotion and Influencer on the Fashionable Needs of the Millennial Generation, which is mediated.
Keywords: Promotion, Influencer, Fashionable Needs, Purchase Decision
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