Proceedings of the International Conference on Economic, Management and Accounting (ICEMAC 2023)

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The Influence of Promotion and Price on Make Over Purchasing Decisions (Case Study on Nusa Putra University Students)

Authors
Neng Melan Rahayu1, *, Novita Riyanti1, Novia Nirmala Sari1
1Management Study Program, Nusa Putra University, Sukabumi, West Java, Indonesia
*Corresponding author. Email: neng.melan_mn20@nusaputra.ac.id
Corresponding Author
Neng Melan Rahayu
Available Online 2 August 2024.
DOI
10.2991/978-94-6463-492-1_25How to use a DOI?
Keywords
Promotion; Price; Purchase Decision
Abstract

Make Over cosmetic products are a popular local brand in Indonesia. In the highly competitive cosmetics industry, promotion and price are important factors in influencing consumer purchasing decisions. This study aims to examine the effect of promotion and price on purchasing decisions for Make Over products for students of Nusa Putra University. This study uses an associative approach with quantitative methods. Data were collected through questionnaires distributed to 99 students of Nusa Putra University who had purchased Make Over products. Data analysis was carried out using descriptive statistics, classical assumption tests, and hypothesis testing with the help of the SPSS 26 application. The results of this study indicate that promotion and price play a significant role in influencing the purchasing decisions of female students at Nusa Putra University. This can be the basis for makeover companies to develop more effective marketing strategies for attracting students as potential customers.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economic, Management and Accounting (ICEMAC 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
2 August 2024
ISBN
10.2991/978-94-6463-492-1_25
ISSN
2352-5428
DOI
10.2991/978-94-6463-492-1_25How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Neng Melan Rahayu
AU  - Novita Riyanti
AU  - Novia Nirmala Sari
PY  - 2024
DA  - 2024/08/02
TI  - The Influence of Promotion and Price on Make Over Purchasing Decisions (Case Study on Nusa Putra University Students)
BT  - Proceedings of the International Conference on Economic, Management and Accounting (ICEMAC 2023)
PB  - Atlantis Press
SP  - 324
EP  - 335
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-492-1_25
DO  - 10.2991/978-94-6463-492-1_25
ID  - Rahayu2024
ER  -