Pengaruh Promosi Penjualan Terhadap Keputusan Pembelian Produk Skincare The Originote Ketika Event Tanggal Kembar Shopee

Abstract

The growing interest in online shopping during mass promotional events, such as “double date” campaigns January 1 [1.1], February 2 [2.2], and so on, underscores the importance of effective digital marketing strategies to attract consumers. This study aims to examine the influence of sales promotion on consumers’ purchasing decisions for The Originote skincare products during the double-date promotional events on Shopee. A quantitative approach was employed in this study, using a survey method as the primary technique for data collection. A total of 100 Shopee users residing in the JABODETABEK area were selected through purposive sampling. Data were gathered using a questionnaire and analyzed through descriptive statistics, simple linear regression analysis, and hypothesis testing. The results show that sales promotion has a significant influence on purchasing decisions, with a significance value of 0.000 and a coefficient of determination of 0.751. This indicates that 75.1% of the variation in purchasing decisions is influenced by sales promotion. These findings suggest that well-planned promotional strategies during specific moments can effectively drive consumer purchasing behavior. The results may also serve as a valuable reference for businesses in designing more targeted digital promotions on e-commerce platforms.