Istivarini, Diva (2025) Pengaruh Diskon, Influencer, dan Desain Kemasan Terhadap Minat Beli Konsumen Pada Kosmetik Luxcrime di Surabaya. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
The beauty industry in Indonesia shows significant growth with increasingly intense competition among various cosmetic brands. Luxcrime emerges as one of the local brands that has successfully attracted attention and is favored by many Indonesian women for offering quality products at economical prices. The purpose of this study is to examine and analyze the impact of discounts, influencer use, and packaging design aspects on purchase interest for Luxcrime cosmetic products in the Surabaya area. The target group in this study is female consumers aged 18 years and above who have used and purchased Luxcrime products and reside in Surabaya. The research uses a quantitative approach with a total of 90 respondents as participants. The sampling technique applies non-probability sampling with purposive sampling method. Data analysis was conducted through multiple linear regression using IBM SPSS version 30 software to test and evaluate the data. Research findings indicate that discount factors, influencer roles, and packaging design elements have influence both individually (partially) and simultaneously on consumer interest in making purchases. Keywords : Discount, Influencer, Packaging Design, Consumer Purchase Intention, Luxcrime Cosmetics.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Diva Istivarini | ||||||||
| Date Deposited: | 19 May 2025 02:28 | ||||||||
| Last Modified: | 19 May 2025 02:28 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36312 |
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