Pengaruh Diskon dan Brand Trust Terhadap Keputusan Pembelian pada Produk Cushion SKINTIFIC di Shopee

Abstract

In the beauty industry, consumers are increasingly paying attention to discounts and brand trust as factors influencing purchasing decisions. This research aims to analyze the influence of discounts and brand trust on purchasing decisions for Skintific cushion products on Shopee. The research method used is quantitative with multiple linear regression analysis. Primary data was collected through a questionnaire distributed to 120 respondents, namely consumers who had purchased Skintific cushions on Shopee. Based on the results of this study, it can be concluded that discounts have a positive and significant effect on purchasing decisions, with a significance value of 0.000 <0.05 and t count (4.128) greater than t table (1.658). Brand Trust has a positive and significant effect on purchasing decisions, with a significance value of 0.000 <0.05 and t count (7.597) greater than t table (1.658). Simultaneously, discounts and brand trust have a significant effect on purchasing decisions, with an F value of 124.667 and a significance level of <0.001. This study concludes that discounts and brand trust are important factors that significantly influence consumer purchasing decisions. This finding is expected to contribute to more effective marketing strategy management, especially in increasing consumer appeal to make purchases.