PENGARUH PROMOSI DAN DISTRIBUSI TERHADAP MINAT BELIKONSUMEN PADA PRODUK SKINCARE SCARLETT WHITENING

Abstract

Scarlett Whitening carries out promotions through media that are currently well known and distribution is carried out by Scarlett Whitening not only through several e-commerce platforms that are currently available, butcan also be accessed through the official Scarlett Whitening website, namely scarlettwhitening.com. The purpose of this study is to find out how much influence promotion and distribution have on consumer purchase interest in Scarlett Whitening skincare products. The method used in this research is quantitative research with primary and secondary data sources. The samples in this study is 165 respondents using the accedential sampling method. Analysis of the data used in this study is the Coefficient of Determination (R2), T-test, and F-test. In this study, it was found that there was an effect of promotion on consumer buying interest of 52.8%, the effect of distribution on consumer buying interest of 70.7 %, and the effect of Promotion and Distribution together on Consumer Purchase Interest of 70.8%. Scarlett Whitening should improve promotions via Twitter, distributeon Lazada, and improve product quality and use influencers so that sales can increase.