PENGARUH PROMOSI DAN POTONGAN HARGA TERHADAP PENJUALAN KOSMETIK MEREK THE BODY SHOP OUTLET PLAZA MEDAN FAIR

Evi Novalin Bako dan Nur Oktavianika Br Sembiring

Abstract

The problem in this research is the failure to achieve the sales targets set by The Body Shop Company in 2020 and the lack of promotion. This study aims to determine the effect of promotion and discounts on the sales of cosmetic product brands the Body Shop at Plaza Medan Fair Outlet. The population in this study is The Body Shop Outlet Plaza Medan Fair’ cosmetic consumers, amounting to 200 consumers using the individual sampling technique The data analysis technique used quantitative analysis and multiple linear regression. The hypothesis testing using t test, F test and coefficient of determination. The results of multiple regression analysis are Y = 13.596+ 0.714X1 + 0.665X2 + e which shows that promotions and discounts have a positive relationship to sales. The test results (t) or partial test shows that promotion has a positive and significant effect on sales where it can be seen that the value of tcount = 8,481 > t table 2,002 with a significant test of 0.000 < 5% and the discounted variable also has a positive effect on sales which can be seen tvalue = 5.560 > t table 2.002 with a significant test of 0.000 < 5%. The results of this study indicate that the F test value simultaneously has a positive and significant effect on sales with a value of Fcount = 52.387 > F table 3.16 and the coefficient of determination taken from the adjusted R2 value of 0.635 (63.5%) so it can be said that 63, 5% variation of the dependent variable, namely Promotions and Discounts on the model can explain the sales variable at The Body Shop Outlet Plaza Medan Fair Cosmetics Brand, while the remaining 36.5% is explained by other variables outside the model.