Zuwandani, Devita Fitri Nur (2023) PENGARUH SALES PROMOTION DAN VARIAN PRODUK TERHADAP IMPULSIVE BUYING LIPCREAM PIXY (Studi pada Konsumen Produk Lipcream Pixy di Kota Semarang). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Shopping is an activity to fulfill needs or desires so that it encourages high levels of consumptive behavior which will lead to impulsive buying. The increasing ability of people to buy products causes various industries to grow rapidly, one of which is the cosmetics industry. Pixy is a cosmetic brand with fluctuating sales levels, so it is necessary to solve the problem by providing an impulse buying stimulus. Consumers are often swayed by sales promotions and the wide variety of product variants that can lead them to make an unplanned purchase.This study aims to determine the effect of Sales Promotion and Product Variants on Impulsive Buying among Consumers of Lipcream Pixy Products in Semarang City.This type of research includes explanatory research with non-probability sampling techniques, purposive sampling and accidental sampling methods. Data collection was carried out by distributing questionnaires to 100 respondents using Pixy lipcream in Semarang City. Furthermore, data analysis was processed using SPSS such as validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, simple and multiple linear regression, correlation coefficient, coefficient of determination, t test, and F test.The results of this study indicate a significant effect of sales promotion and product variants simultaneously on impulse buying. Based on the results of this study, Pixy suggests giving discounts/discounts that can compete with other products, adding several items as free gifts, paying attention to the duration of promotions to make them more effective, and conducting surveys to create more varied colors according to needs and consumer skin type

Keywords: Sales Promotion, Product Variants, Impulsive Buying.

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