PENGARUH BUNDLING PRODUK, DISKON HARGA DAN DUTA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING (Studi kasus pada pelanggan produk Scarlett Whitening di Cikarang Barat)

THE INFLUENCE OF PRODUCT BUNDLING, PRICE DISCOUNTS AND BRAND AMBASSADORS ON PURCHASING DECISIONS SCARLETT WHITENING PRODUCTS
Anisatul Fu`adah 1 )
Dr Yunita Ramadhani RDS, S.E., M.Sc 2)
Abstarct
Along with the development of competition in the skin care skincare and body care business, companies take advantage of opportunities to create changes for their business including the role of Product Bundling, Price Discounts and Brand Ambassadors that influence consumers to make purchases. The purpose of this study was to determine the effect of Product Bundling, Price Discounts and Brand Ambassadors on purchase decisions for Scarlett Whitening products. The type of research used in this study is quantitative with the variables Product Bundling, Price Discount and Brand Ambassador. Primary data in this study were obtained by distributing questionnaires to respondents. The questionnaire contains questions with answer choices that use a Likert scale with a range of 1-5. The population studied was customers who had purchased Scarlett Whitening products in West Cikarang. The sampling technique used was non-probability sampling, specifically purposive sampling, with a total sample of 100 respondents.
The data analysis techniques used in this study are validity and reliability tests, classical assumption tests (normality test, multicollinearity test, autocorrelation test, heteroscedasticity test) hypothesis testing, determination coefficient test (R2), multiple linear regression test. Partial results show, Product Bundling has a positive influence on Purchasing Decisions for Scarlett Whitening products in West Cikarang, with a coefficient of b1 =0.162. This means that the higher the effect of Product Bundling, the higher the Purchasing Decision for Scarlett Whitening products in West Cikarang. Price Discount also has a positive effect on Purchasing Decisions for Scarlett Whitening products in West Cikarang, with a coefficient of b2 0.573. This shows that the higher the effect of Price Discount, the higher the Purchasing Decision for Scarlett Whitening products in West Cikarang.Furthermore, Brand Ambassador also has a positive effect on Purchasing Decisions for Scarlett Whitening products in West Cikarang, with a coefficient of b3 = 0.666, which means that the higher the influence of Brand Ambassador.

Keywords : Product Bundling, Price Discounts and Brand Ambassadors