Pengaruh Harga dan Promosi terhadap Minat Beli Konsumen pada Produk Skintific di Brastagi Supermarket Gatot Subroto Medan

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga dan promosi terhadap minat beli konsumen pada produk Skintific di Brastagi Supermarket Gatot Subroto Medan, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif, yang bertujuan mengetahui hubungan serta pengaruh antara variabel harga (X1) dan promosi (X2) terhadap minat beli konsumen (Y). Penelitian dilaksanakan pada November 2025 hingga Januari 2026. Populasi penelitian adalah konsumen pembeli produk Skintific dengan rata-rata 1.250 konsumen per bulan, dan sampel ditentukan menggunakan rumus Slovin sehingga diperoleh 93 responden. Data yang digunakan berupa data primer dan sekunder melalui penyebaran kuesioner, kemudian dianalisis menggunakan program SPSS. Uji kualitas data menunjukkan seluruh item pernyataan valid (r hitung > r tabel 0,2050) dan reliabel (Cronbach’s Alpha > 0,60). Uji asumsi klasik meliputi normalitas, multikolinearitas, dan heteroskedastisitas menunjukkan model regresi layak digunakan. Analisis regresi linear berganda serta uji t dan uji F digunakan untuk pengujian hipotesis. Hasil penelitian menunjukkan bahwa harga dan promosi secara parsial berpengaruh positif dan signifikan terhadap minat beli konsumen. Secara simultan, kedua variabel juga berpengaruh positif dan signifikan. Temuan ini menegaskan bahwa strategi harga yang tepat dan promosi yang efektif dapat meningkatkan minat beli konsumen terhadap produk Skintific. This study aims to analyze the effect of price and promotion on consumers’ purchase intention toward Skintific products at Brastagi Supermarket Gatot Subroto Medan, both partially and simultaneously. The research employed a quantitative approach with an associative research design to determine the relationship and influence of price (X1) and promotion (X2) on purchase intention (Y). The study was conducted from November 2025 to January 2026. The population consisted of consumers purchasing Skintific products, averaging 1,250 consumers per month. The sample size was determined using the Slovin formula, resulting in 93 respondents. The data used included primary and secondary data collected through questionnaires and analyzed using SPSS software. Data quality tests indicated that all questionnaire items were valid (r-count > r-table 0.2050) and reliable (Cronbach’s Alpha > 0.60). Classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests, showed that the regression model was appropriate. Multiple linear regression analysis, t-test, and F-test were applied for hypothesis testing. The results revealed that price and promotion partially have a positive and significant effect on consumers’ purchase intention. Simultaneously, both variables also have a positive and significant effect. These findings indicate that appropriate pricing strategies and effective promotional activities can increase consumers’ purchase intention toward Skintific products.