The influence of product knowledge, brand ambassador, and sales promotion on purchase decision at PT Luxury Cantika Indonesia (Luxcrime) in Medan

Cut, Alya Fachriza (2023) The influence of product knowledge, brand ambassador, and sales promotion on purchase decision at PT Luxury Cantika Indonesia (Luxcrime) in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

With a steadily increasing population of beauty-conscious individuals, there has been a demand for beauty products in Indonesia. Luxcrime stands as one of the notable local brands that have felt a significant shift in preference for local brands. However, there is an anticipated slowdown in the market that could have a notable impact on beauty brands, including Luxcrime which just had gained popularity. The purpose of this research is to know whether there is partial and simultaneous influence of product knowledge, brand ambassadors and sales promotions on purchase decision at PT Luxury Cantika Indonesia (Luxcrime) in Medan. The sample for this research is 100 people, which was selected using the purposive sampling. Questionnaires are sent in order to collect the data. The data analysis method that is employed in this study is multiple linear regression. The F- test result demonstrates that Product Knowledge, Brand Ambassadors and Sales Promotions have a simultaneous significant influence on the Purchase Decision at PT Luxury Cantika Indonesia (Luxcrime) in Medan. The t-test result also reveals that Product Knowledge, Brand Ambassadors and Sales Promotion has a partially significant influence on the Purchase Decision at PT Luxury Cantika Indonesia (Luxcrime) in Medan. This research regression model demonstrates that Sales Promotions have the most significant influence on Purchase Decision than Product Knowledge and Brand Ambassadors. It is recommended for the company to do a product knowledge enhancement, an effective brand ambassador strategy and sales promotion tactics. / Dengan pertumbuhan penduduk yang semakin meningkat yang peduli akan kecantikan, permintaan terhadap produk kecantikan di Indonesia juga meningkat. Luxcrime adalah salah satu merek lokal terkemuka yang mengalami perubahan signifikan dalam preferensi merek lokal. Namun, diharapkan adanya perlambatan dalam pasar yang dapat berdampak signifikan pada merek-merek kecantikan, termasuk Luxcrime yang baru saja mendapatkan popularitas. Tujuan dari penelitian ini adalah untuk mengetahui apakah terdapat pengaruh parsial dan simultan dari pengetahuan produk, duta merek, dan promosi penjualan terhadap keputusan pembelian di PT Luxury Cantika Indonesia (Luxcrime) di Medan. Sampel untuk penelitian ini adalah 100 orang, yang dipilih menggunakan metode purposive sampling. Kuesioner dikirimkan untuk mengumpulkan data. Metode analisis data yang digunakan dalam penelitian ini adalah regresi linear berganda. Hasil uji F menunjukkan bahwa Pengetahuan Produk, Duta Merek, dan Promosi Penjualan memiliki pengaruh simultan yang signifikan terhadap Keputusan Pembelian di PT Luxury Cantika Indonesia (Luxcrime) di Medan. Hasil uji t juga menunjukkan bahwa Pengetahuan Produk, Duta Merek, dan Promosi Penjualan memiliki pengaruh yang signifikan secara parsial terhadap Keputusan Pembelian di PT Luxury Cantika Indonesia (Luxcrime) di Medan. Model regresi penelitian ini menunjukkan bahwa Promosi Penjualan memiliki pengaruh paling signifikan terhadap Keputusan Pembelian dibandingkan Pengetahuan Produk dan Duta Merek. Disarankan bagi perusahaan untuk meningkatkan pengetahuan produk, strategi duta merek yang efektif, dan taktik promosi penjualan.

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