PENGARUH PROMOSI PENJUALAN DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MUSTIKA RATU
Abstract: The main target of
the company is one of them to maintain the continuity of business, so that the
sales turnover is always increasing. Efforts made by the company are to develop
its marketing strategy. One of the ways used by the company is to use sales
promotion and celebrity endorser. Mustika Ratu is one of the cosmetics company
in Indonesia that has been doing sales promotion and celebrity endorser.
Although the company has made an attractive sales pitch and uses celebrity
endorsers to attract its customers, its sales have dropped dramatically.
Therefore, companies need to design sales promotion and celebrity endorsers are
good in increasing sales. This research uses conclusive research. Sampling
technique used is non-probability sampling with 210 samples. The population in
this research is all consumers who ever bought, using Mustika Ratu cosmetics,
and know the promotion done Mustika Ratu and celebrity endorser Mustika Ratu
cosmetics. Scale used in this research that is using likert scale. The
measuring instrument used is a questionnaire. The analytical tool used multiple
linear regression analysis with SPSS 18 program. The results showed that sales
promotion and celebrity endorser variables have a positive and significant
influence, but sales promotion variables have greater influence on purchasing
decisions, compared with celebrity endorser.
Keywords: sales promotion,
celebrity endorser, purchase decision
Penulis: IIN FAJRIA
Kode Jurnal: jpmanajemendd180469
