The Effect of Sales Promotion and Product Variants on Impulsive Buying of Lipcream Pixy
Journal Title: MindVanguard: Beyond Behavior - Year 2024, Vol 2, Issue 1
Abstract
Pixy, a prominent cosmetic brand, enhances personal appearance and boosts confidence. Amidst the expanding cosmetics industry and its resultant competitive landscape, this study investigates the impacts of sales promotions and product variants on impulsive buying of Pixy Lipcream. Data were collected through questionnaires distributed to 100 respondents and subsequently analyzed using the Statistical Package for the Social Sciences (SPSS). It was found that both sales promotions and product variants significantly influence impulsive buying behavior. The findings suggest that strategic discounts, inclusion of complementary items, optimization of promotion durations, and alignment of product offerings with consumer preferences can enhance marketing effectiveness. These recommendations are poised to assist Pixy in refining their promotional strategies to secure a competitive advantage in the market. This research contributes empirical evidence to the understanding of how promotional tactics and product diversity can foster impulsive buying among consumers of cosmetic products.
Authors and Affiliations
Devita Fitri Nur Zuwandani, Widayanto, Andi Wijayanto
Keywords
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- EP ID EP752331
- DOI https://doi.org/10.56578/mvbb020101
- Views 7
- Downloads 0
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