The Influence of Promotion Strategy and Scarlett Whitening Product Quality on Students' Purchasing Decisions
Keywords:
Promotion Strategy, Product Quality, Purchasing Decision, Scarlett Whitening, StudentsAbstract
The selection of a good promotional strategy makes the product more known to consumers and good product quality encourages consumers to choose the product. This study aims to determine 1) the effect of promotional strategy and product quality on purchasing decisions for Scarlett Whitening products among students. The research method uses a sample size of 92 students majoring in management, Faculty of Economics, State University of Gorontalo with a quantitative approach to this study. The results of the study indicate that partially the promotional strategy does not have a significant effect on purchasing decisions, but the different thing is for product quality on purchasing decisions for Scarlett Whitening. Promotion and product quality are able to encourage purchasing decisions for this product
Downloads
References
1.Abigail, J., Sari, V. P., & Saputra, D. (2024). The Influence of Product Quality and Online Shopping Experience (OSE) on Consumer Loyalty Through Customer Satisfaction on Local Skincare Products. Procedia Computer Science, 234, 537–544. https://doi.org/10.1016/j.procs.2024.03.037
2.Arliandhini, F. A., & Resawati, R. (2023). The Effect of Product Quality and Promotion on Purchasing Decisions: Study on Consumers of A Beauty Company in Bandung. Jurnal Ekonomi, Bisnis & Entrepreneurship, 17(2), 390–398. https://doi.org/10.55208/gk8e1z58
3.Azizah, F. D., Nur, A. N., & Putra, A. H. P. K. (2022). Impulsive Buying Behavior: Implementation of IT on Technology Acceptance Model on E-Commerce Purchase Decisions. Golden Ratio of Marketing and Applied Psychology of Business, 2(1), 58–72. https://doi.org/10.52970/grmapb.v2i1.173
4.Brand, B. M., Rausch, T. M., & Brandel, J. (2022). The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z. Sustainability, 14(9), 5689. https://doi.org/10.3390/su14095689
5.Czinkota, M. R., Kotabe, M., Vrontis, D., & Shams, S. M. R. (2021a). Designing Effective Promotion and Advertising Strategies. In M. R. Czinkota, M. Kotabe, D. Vrontis, & S. M. R. Shams, Marketing Management (pp. 553–606). Springer International Publishing. https://doi.org/10.1007/978-3-030-66916-4_12
6.Czinkota, M. R., Kotabe, M., Vrontis, D., & Shams, S. M. R. (2021b). Direct Marketing, Sales Promotion, and Public Relations. In M. R. Czinkota, M. Kotabe, D. Vrontis, & S. M. R. Shams, Marketing Management (pp. 607–647). Springer International Publishing. https://doi.org/10.1007/978-3-030-66916-4_13
7.Darmawan, D., & Grenier, E. (2021). Competitive Advantage and Service Marketing Mix. Journal of Social Science Studies (JOS3), 1(2), 75–80. https://doi.org/10.56348/jos3.v1i2.9
8.De Giovanni, P. (2024). The modern meaning of “quality”: Analysis, evolution and strategies. The TQM Journal, 36(9), 309–327. https://doi.org/10.1108/TQM-12-2023-0413
9.Duarte, P., Silva, S., & Carvalho, M. J. (2025). Is masculinity ruining the male skincare market? Comprehensive insights on consumer behavior in cosmetics. Journal of Consumer Marketing, 42(2), 159–173. https://doi.org/10.1108/JCM-01-2024-6510
10.Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390, 136092. https://doi.org/10.1016/j.jclepro.2023.136092
11.Govindasamy, P., Cumming, T. M., & Abdullah, N. (2024). Validity and reliability of a needs analysis questionnaire for the development of a creativity module. Journal of Research in Special Educational Needs, 24(3), 637–652. https://doi.org/10.1111/1471-3802.12659
12.Gupta, A., Singh, R. K., & Suri, P. K. (2018). Prioritizing Critical Success Factors for Sustainable Service Quality Management by Logistics Service Providers. Vision: The Journal of Business Perspective, 22(3), 295–305. https://doi.org/10.1177/0972262918786102
13.Han, W. (2021). Purchasing Decision-Making Process of Online Consumers: Based on the Five-Stage Model of the Consumer Buying Process. 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021), Kunming, China. https://doi.org/10.2991/assehr.k.211020.214
14.Ihzaturrahma, N., & Kusumawati, N. (2021). INFLUENCE OF INTEGRATED MARKETING COMMUNICATION TO BRAND AWARENESS AND BRAND IMAGE TOWARD PURCHASE INTENTION OF LOCAL FASHION PRODUCT. International Journal of Entrepreneurship and Management Practices, 4(15), 23–41. https://doi.org/10.35631/IJEMP.415002
15.Imam, M. (2024). Evaluation of Product Quality, Facilities, and Sales Volume in Enhancing Customer Satisfaction. KINERJA: Jurnal Manajemen Organisasi Dan Industri, 3(2), 128–139. https://doi.org/10.37481/jmoi.v3i2.141
16.Ismail, A., Dora, Y. M., & Hidajat, T. (2024). Consumer Decision Making Model Process but as Independent Factors: And Its Influence on Purchasing Behavior. Business, Economics and Management. https://doi.org/10.20944/preprints202402.1188.v1
17.Juliawan, T. (2023). Customer Satisfaction and Repeat Business are impacted by Product Quality and Services. KINERJA: Jurnal Manajemen Organisasi Dan Industri, 2(1), 72–82. https://doi.org/10.37481/jmoi.v2i1.80
18.Karisadini, Hartoyo, & Suharjo, B. (2021). DEVELOPMENT OF GENERATION Z LOYALTY MODEL ON LOCAL BEAUTY PRODUCT. Russian Journal of Agricultural and Socio-Economic Sciences, 120(12), 114–122. https://doi.org/10.18551/rjoas.2021-12.12
19.Khegay, E., & Aubakirov, S. (2021). Theoretical Exploration of Consumer Behavior. Eurasian Journal of Economic and Business Studies, 3(61). https://doi.org/10.47703/ejebs.v3i61.56
20.Kurniawan, R., & Suhermin, S. (2023). INFLUENCE OF SALES PROMOTION, DIRECT MARKETING, AND PERSONAL SELLING ON CONSUMER PURCHASE INTENTION. International Conference of Business and Social Sciences, 3(1), 186–195. https://doi.org/10.24034/icobuss.v3i1.357
21.Liu, H.-C., Liu, R., Gu, X., & Yang, M. (2023). From total quality management to Quality 4.0: A systematic literature review and future research agenda. Frontiers of Engineering Management, 10(2), 191–205. https://doi.org/10.1007/s42524-022-0243-z
22.Ma, Y., & Kwon, K. H. (2021). Changes in purchasing patterns in the beauty market due to Post–COVID‐19: Literature review. Journal of Cosmetic Dermatology, 20(10), 3074–3079. https://doi.org/10.1111/jocd.14357
23.Mandiri, J. A., Ismail, Y. L., & Ramlan Amir Isa. (2024). Pengaruh Produk Bundling dan Diskon terhadap Keputusan Pembelian pada Pengguna Produk Skincare The Originote di Kota Gorontalo. Economic Reviews Journal, 3(2). https://doi.org/10.56709/mrj.v3i2.242
24.Marc, I., Kušar, J., & Berlec, T. (2022). Decision-Making Techniques of the Consumer Behaviour Optimisation of the Product Own Price. Applied Sciences, 12(4), 2176. https://doi.org/10.3390/app12042176
25.Mensah, K., & Amenuvor, F. E. (2022). The influence of marketing communications strategy on consumer purchasing behaviour in the financial services industry in an emerging economy. Journal of Financial Services Marketing, 27(3), 190–205. https://doi.org/10.1057/s41264-021-00121-0
26.Mohamad, M. M., Sulaiman, N. L., Sern, L. C., & Salleh, K. M. (2015). Measuring the Validity and Reliability of Research Instruments. Procedia - Social and Behavioral Sciences, 204, 164–171. https://doi.org/10.1016/j.sbspro.2015.08.129
27.Mustapha, A., Machmud, R., & Radji, D. L. (2022). Pengaruh Penggunaan Media Sosial Terhadap Keputusan Pembelian Pada Umkm Jiksau Food. Jurnal Ilmiah Manajemen dan Bisnis, 5(1), 264–270.
28.Nadia, N., Hardini, R., & Digdowiseiso, K. (2023). The Influence of Product Quality, Brand Image and Word of Mouth on the Interest in Repurchasing Scarlett Whitening Body Lotion Products in Jakarta National University Students. Jurnal Syntax Admiration, 4(1), 241–255. https://doi.org/10.46799/jsa.v4i1.816
29.Naini, N. F., Sugeng Santoso, Andriani, T. S., Claudia, U. G., & Nurfadillah. (2022). The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty: The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty. Journal of Consumer Sciences, 7(1), 34–50. https://doi.org/10.29244/jcs.7.1.34-50
30.Rainatto, G. M., Lopes De Sousa Jabbour, A. B., Cardoso Machado, M., Chiappetta Jabbour, C. J., & Tiwari, S. (2024). How can companies better engage consumers in the transition towards circularity? Case studies on the role of the marketing mix and nudges. Journal of Cleaner Production, 434, 139779. https://doi.org/10.1016/j.jclepro.2023.139779
31.Sethi, R. (2000). New Product Quality and Product Development Teams. Journal of Marketing, 64(2), 1–14. https://doi.org/10.1509/jmkg.64.2.1.17999
32.Silitonga, F. S. H., & Soelasih, Y. (2025). Determination Purchase Intention for Skincare in Indonesia. Jurnal Ilmiah Manajemen Dan Bisnis, 10(1), 15–25. https://doi.org/10.38043/jimb.v10i1.6094
33.Solin, A., & Curry, A. (2023). Perceived quality: In search of a definition. The TQM Journal, 35(3), 778–795. https://doi.org/10.1108/TQM-09-2021-0280
34.Sulistiyo, A., & Simanjuntak, V. C. (2025). The Role of Consumer Trust in Linking Product Quality, Price, and Promotion to Fast Food Purchase Decisions. Research Horizon, 5(3), 741–750. https://doi.org/10.54518/rh.5.3.2025.632
35.Susipta, I. N., Purnomo, J., & Pakaja, F. (2025). Analysis of the Influence of Risk Perception, Customer Testimonials and Shopping Experience on COD Purchase Decisions on the Shopee Platform. International Journal of Economics and Business, 1(2), 60–68.
36.Tbilisi State Medical University, Joshi, M., Korrapati, N. H., Tbilisi State Medical University, Reji, F., Tbilisi State Medical University, Hasan, A., Tbilisi State Medical University, Kurudamannil, R. A., & Ivane Javakhishvili Tbilisi State University. (2022). The Impact of Social Media on Skin Care: A Narrative Review. Lviv Clinical Bulletin, 1–2(37–38), 85–96. https://doi.org/10.25040/lkv2022.01-02.085
37.Thalib, R. R., Machmud, R., & Isa, R. A. (2025). The Effect of Price, Promotion and E-Service Through The McDonald’s Application On Consumer Buying Interest. International Journal of Multidisciplinary Applied and Science Research, 01(03), 115–124.
38.Wasik, Z., Catur Nugroho, K., & Mahjudin. (2023). The Effect of Price Perception, Product Quality and Promotion on Purchasing Decisions Mediated by Brand Image. International Journal of Advanced Engineering and Management Research, 08(05), 16–29. https://doi.org/10.51505/ijaemr.2023.8502
39.Wells, Valacich, & Hess. (2011). What Signal Are You Sending? How Website Quality Influences Perceptions of Product Quality and Purchase Intentions. MIS Quarterly, 35(2), 373. https://doi.org/10.2307/23044048
40.Widodo, W. B., & Pakaja, F. (2025). Analysis of the Influence of Trust, Security and E-Service on Purchasing Decisions for Climbing Tickets Through The Tiket Pendakian Application. International Journal of Economics and Business, 1(3), 134–140.
41.Wiedermann, W., Artner, R., & Von Eye, A. (2017). Heteroscedasticity as a Basis of Direction Dependence in Reversible Linear Regression Models. Multivariate Behavioral Research, 52(2), 222–241. https://doi.org/10.1080/00273171.2016.1275498
42.Yang, Z., Jun, M., & Peterson, R. T. (2004). Measuring customer perceived online service quality: Scale development and managerial implications. International Journal of Operations & Production Management, 24(11), 1149–1174. https://doi.org/10.1108/01443570410563278
42. Zhang, S., Pauwels, K., & Peng, C. (2019). The Impact of Adding Online-to-Offline Service Platform Channels on Firms’ Offline and Total Sales and Profits. Journal of Interactive Marketing, 47(1), 115–128. https://doi.org/10.1016/j.intmar.2019.03.001
