The Influence Of Price, Testimony And Sales Promotion On Purchase Decision Of Annrich Skincare In Medan City

Abstract

This study aims to test and analyze the influence of Price, Testimony, and Sales Promotion on
Purchase Decision of Annrich Skincare products in Medan City. The research method used is a
quantitative approach with a quantitative descriptive research type that is explanatory in nature.
The population in this study were consumers who had purchased Annrich Skincare products in
Medan City, with a sample size of 100 respondents. The data analysis technique used was
multiple linear regression with partial tests (t-test) and simultaneous tests (F-test). The results
show that partially, the Price variable has a positive and significant effect on Purchase Decision
with a t-count value of
3.280 > t-table 1.985 and significance 0.001 < 0.05. Testimony also has a positive and significant
effect with a t-count value of 2.164 > t-table and significance 0.033 < 0.05. Additionally, Sales
Promotion has a positive and significant effect on Purchase Decision with a t-count value of
2.508
> t-table and significance 0.014 < 0.05. Simultaneously, the variables Price, Testimony, and
Sales Promotion have a positive and significant effect on Purchase Decision with an F-count
value of 11.831 > F-table 2.69 and significance 0.000 < 0.05. Thus, it can be concluded that Price,
Testimony, and Sales Promotion have a partial and simultaneous effect on Purchase Decision of
Annrich Skincare consumers in Medan City.
Keywords : Price, Testimony, Sales Promotion, Purchase Decision