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Pengaruh Komunikasi Pemasaran dan Price Discount terhadap Pengambilan Keputusan Pembelian Produk Oriflame

Business and Accounting Education Journal · Vol. 2 No. 3 (2021) · pp. 260–267

DOI
10.15294/baej.v2i3.55830
ISSN
2723-4487, 2723-4495
Published
2021-12-31
Publisher
Universitas Negeri Semarang
Language
eng

Abstract

The purpose of this study was to analyze the effect of marketing communications and price discounts on the purchasing decisions of economic education students, Faculty of Economics and Business, Makassar State University for oriflame products. The population of this research is economic education students, Faculty of Economics, State University of Makassar, 2015-2021, and a sample of 61 students who are consumers of Oriflame. Data were collected by questionnaire. Data were analyzed by quantitative descriptive and multiple linear regression. The results showed that (1) marketing communication had a positive and significant effect on purchasing decisions for Oriflame products, (2) price discounts had a positive and significant effect on purchasing decisions for Oriflame products, (3) marketing communications and price discounts together had a positive and significant effect on Oriflame product purchasing decisions.

Collaboration network of the authors

40 authors · 112 co-authorship links · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Universitas Muslim Indonesia
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Riana MulthazamAffiliation unknown2
Marhawati MarhawatiAffiliation unknown2
Muh. Ihsan SaidAffiliation unknown2
Rezhi EffendiAffiliation unknown1
Erniwati ErniwatiUniversitas Halu Oleo1
Rosliana EsoUniversitas Halu Oleo1
Agus TrisnawatiUniversitas Halu Oleo1
ABDUL KARIMAffiliation unknown1
M Maulana Kurnia PratamaAffiliation unknown1
Afandi AhmadAffiliation unknown1
Munajat NursaputraAffiliation unknown1
ChairilAffiliation unknown1
Revalina Theresia SinagaAffiliation unknown1
Helen Natalia KasangAffiliation unknown1
Yulanda Angel TangdilintinAffiliation unknown1
Anugrahandini NatsirAffiliation unknown1
Nurul Muchlisah BasriAffiliation unknown1
Nurdiana NurdianaAffiliation unknown1
Thamrin TahirAffiliation unknown1
asmi asmiAffiliation unknown1
Muhammad Ihsan Said AhmadAffiliation unknown1
Lily Diana FitryAffiliation unknown1
Faisal Akbar ZaenalAffiliation unknown1
Muhammad NasirAffiliation unknown1
Nur Fadhillah MuhlisAffiliation unknown1
Andi Badli RompegadingAffiliation unknown1
Rizal IrfandiAffiliation unknown1
Muhammad ArafahAffiliation unknown1
Ahmad YaniAffiliation unknown1
Ilham ZulfahmiAffiliation unknown1
Said Ali AkbarAffiliation unknown1
Sari AfrianiAffiliation unknown1
Cut NuzliaAffiliation unknown1
Hidrawati HidrawatiUniversitas Muslim Indonesia1
Netty SyamUniversitas Muslim Indonesia1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/sju/index.php/baej/oai, first harvested 5 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Pengaruh Komunikasi Pemasaran dan Price Discount terhadap Pengambilan Keputusan Pembelian Produk Oriflame</dc:title>
	<dc:creator>Ana, Nur</dc:creator>
	<dc:creator>Rijal, Syamsu</dc:creator>
	<dc:creator>Mustari, Mustari</dc:creator>
	<dc:creator>Dinar, Muhammad</dc:creator>
	<dc:creator>Hasan, Muhammad</dc:creator>
	<dc:description xml:lang="en-US">The purpose of this study was to analyze the effect of marketing communications and price discounts on the purchasing decisions of economic education students, Faculty of Economics and Business, Makassar State University for oriflame products. The population of this research is economic education students, Faculty of Economics, State University of Makassar, 2015-2021, and a sample of 61 students who are consumers of Oriflame. Data were collected by questionnaire. Data were analyzed by quantitative descriptive and multiple linear regression. The results showed that (1) marketing communication had a positive and significant effect on purchasing decisions for Oriflame products, (2) price discounts had a positive and significant effect on purchasing decisions for Oriflame products, (3) marketing communications and price discounts together had a positive and significant effect on Oriflame product purchasing decisions. 
&amp;nbsp;
&amp;nbsp;</dc:description>
	<dc:publisher xml:lang="en-US">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2021-12-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/sju/baej/article/view/55830</dc:identifier>
	<dc:identifier>10.15294/baej.v2i3.55830</dc:identifier>
	<dc:source xml:lang="en-US">Business and Accounting Education Journal; Vol 2 No 3 (2021): Business and Accounting Education Journal; 260 - 267</dc:source>
	<dc:source>2723-4487</dc:source>
	<dc:source>2723-4495</dc:source>
	<dc:source>10.15294/baej.v2i3</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/sju/baej/article/view/55830/21376</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2021 Business and Accounting Education Journal</dc:rights>
</oai_dc:dc>