PENGARUH PROMOSI ONLINE MELALUI APLIKASI MISS VIP DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MISS GLAM GUNUNG PANGILUN PADANG

Abstract

This study aims to determine and analyze how much influence Online Promotion through the Miss VIP application and price perceptions have on purchasing decisions at Miss Glam Gunung Pangilun Shop, Padang City. The research method used is quantitative with a descriptive approach with a sample of 100 respondents using purposive sampling technique. The instrument used in this study was a questionnaire. The data analysis technique is multiple linear regression obtained Y = 9.540 + 0.333X1 + 0.924X2 + e. based on the t test analysis conducted, it is found that Online Promotion through the Miss VIP application (X1) has a positive and significant effect on purchasing decisions at Miss Glam Gunung Pangilun Shop in Padang City, then Price Perception (X2) has a positive and significant effect on purchasing decisions at Miss Glam Gunung Pangilun Shop in Padang City. The results of the F test prove that Online Promotion through the Miss VIP application and Price Perceptions together have a significant effect on Purchasing Decisions at Miss Glam Gunung Pangilun Shop in Padang City. The results of the coefficient of determination test get an Adjusted R-Square value of 36.7% and the remaining 63.3% is explained by other variables not included in this study.