Pengaruh Diferensiasi Produk dan In-Store Promotion terhadap Keputusan Pembelian Pantene (Studi Pada Konsumen Milenial Di Hypermart Depok)

Abstract

The background of this study tis o determine the Effect of Product Differentiation and In-Store Promotion on Pantene's Purchasing Decisions (Study on Millennial Consumers hypermart Depok). The purpose of this study is to determine the influence of product differentiation and in-store promotion on purchasing decisions in millennial consumers of Hypermart Depok. The design of this study uses a quantitative associative method to determine the relationship between free variables consisting of product differentiation (X1) and in-store promotion (X2) and variables bound to purchase decisions (Y). Based on the results of this study, the r square test value was obtained at 0.691 > 0.67, and the square adjusted r value of 0.685 > 0.67, so it was found that the X1 and X2 variables had a significant effect on purchasing decisions. Furthermore, in this study, the variable X1 got a t-statistic value of 3.238 > 1.96, a p-value of 0.001 < 0.to get a decision that there was an influence of the variable X1 on the variable Y of 0.364, and in variable X2 it got a t-statistic value of 4.454 > 1.96, a p-value of 0.000 < 0.05 to get a decision that there was a significant influence of variable X2 on variable Y of 0.511.