The effect of advertisement attractiveness and discounts on the purchase decision of Ms. Glow Beauty Products (study on ms. Glow consumers in jombang regency)
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Aug 30, 2025
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Abstract
This study aims to determine and explain the Influence of Advertising Attraction and Discounts on Purchase Decisions for Ms. Glow Beauty Products (Study on Ms. Glow Consumers in Jombang Regency). Data collection using questionnaires to 100 consumers, the research approach used in the study is explanation. The analysis technique used is multiple linear regression through the assistance of the Statistical Package for Social Science (SPSS) application. Based on the results of the study, it shows that Advertising Attraction and Discounts have a significant effect on Purchase Decisions for Ms. Glow Beauty Products. Based on the results of the study, it shows that Advertising Attraction and Discounts have a significant effect on Purchase Decisions for Ms. Glow Beauty Products. Therefore, the higher the Advertising Attraction and Discounts, the higher the Purchase Decision for Ms. Glow Beauty Products
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How to Cite
Krisdianto, Y., & Kurniawan, I. (2025). The effect of advertisement attractiveness and discounts on the purchase decision of Ms. Glow Beauty Products (study on ms. Glow consumers in jombang regency). Enrichment : Journal of Management, 15(3), 353-359. https://doi.org/10.35335/enrichment.v15i3.2286
References
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Amelia Dewi, P., & Martini, N. (2023). The Influence of Celebrity Endorser And Word Of Mouth On Purchasing Decisions MS Glow Skincare Products in Bekasi Regency. Primanomics : Jurnal Ekonomi & Bisnis, 21(2), 114–124. https://doi.org/10.31253/pe.v21i2.1835
Aripin, D. K., Driyan Pradana, W., Siliwangi, J., Barat, R., & Yogyakarta, I. (2024). Pengaruh Live Streaming dan Brand Image terhadap Keputusan Pembelian Produk The Originote pada Pengguna Tiktok Shop di Daerah Istimewa Yogyakarta. Journal of Management and Social Sciences, 3(3), 2963–5047.
Assidiqi, S., & Julaeha, L. S. (2021). Effect of Price, Sales Promotion, And Halal Awareness of Skincare Products Purchase Decisions (Case Study on Shopee App Users in Jakarta). International Journal of Education, Information Technology and Others (IJEIT), 4(4), 794–810. https://doi.org/10.5281/zenodo.5851660
Buduri, D. F., & Habib, M. A. F. (2023). The Effect of Price, Product Quality, and Promotion on The Purchasing Decision of MS Glow Products at MS Glow Tulungagung Branch Agent. Jurnal Politik Dan Sosial Kemasyarakatan, 15(1), 187–206.
Elfayasri, E., & Immawati, S. A. (2023). INCREASING TAYO BUS USERS THROUGH ADVERTISEMENT ATTRACTION , PRODUCT INFORMATION AND PRICE DISCOUNTS. 7–8.
Fahmi, S., & Soumi, A. L. (2022). Pengaruh Citra Merek, Harga, Kualitas Produk dan Celebrity Endorse terhadap Keputusan Pembelian Produk Ms Glow ( Studi pada Konsumen Ms. Glow Pandaan). JAMIN : Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 4(1), 45. https://doi.org/10.47201/jamin.v4i1.104
Fegahyanti, D., Widodo, J., & Mustika Ani, H. (2023). Pengaruh Citra Merek Terhadap Keputusan Pembelian Produk Kecantikan Ms Glow (Studi Kasus Pada Konsumen Wanita Di Desa Tegalharjo Kabupaten Banyuwangi). Jurnal Pendidikan Ekonomi Akuntansi Dan Kewirausahaan (JPEAKU), 2(2), 7–12. https://doi.org/10.29407/jpeaku.v2i2.18935
Fitri, M., & Sianipar, S. (2025). The Influence Of Celebrity Endorsers And The Attractiveness Of Advertising On The Purchase Decision Of Wardah Products On Tiktok Shop In Batam. 2, 1–14.
Ghozali, I. 2022. Aplikasi Analisis Multivariete Dengan Program. IBM SPSS 23 (Edisi8). Semarang: Badan Penerbit.
Hamisena, M., & Sudyasjayanti, C. (2024). The Effect Of Advertising Attractiveness , Influencer Marketing , And Online Customer Review On Smartphone Purchasing Decisions For Generation Z In Surabaya. 12(4), 3653–3664.
Hasnin, H. R., Megawati, D., Maulani, D., & Riany, D. (2023). The Influence of Advertising and Discounts on Gofood Applications on Consumer Purchases in Bogor City. Manager : Jurnal Ilmu Manajemen, 6(1), 41–49. http://ejournal2.uika-bogor.ac.id/index.php/Manager/about
Hermawan, E. (2021). Sustainability of Local Products: Interest to Buy, Product Quality and Promotion. Dinasti International Journal of Economics, Finance & Accounting, 2(3), 336–345. https://doi.org/10.38035/dijefa.v2i3.1241
Indriani, Y., Salim, E., & Husna, N. (2025). Pengaruh Promosi , Iklan Dan Variety Seeking Behavior Terhadap Keputusan Pembelian Pada Brand Skincare Ms Glow. 02(03), 1755–1758.
Jackson, Tawas, H. N., & Arie, F. V. (2021). Pengaruh Daya Tarik Iklan,Potongan Harga Terhadap Minat Beli dan Keputusan Penggunaan Aplikasi Belanja Shopee (Studi Pada Mahasiswa Manajemen Angkatan 2017 Fakultas Ekonomi dan Bisnis Universitas Sam Ratulangi Manado). Jurnal EMBA, 9(3), 1402–1412.
Koesmetikawati, L., Aisyah, S., & Millaningtyas, R. (2022). Pengaruh Celebrity Endorser, Daya Tarik Iklan, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Kecantikan Ms Glow ( Studi Kasus Pada Mahasiswa Feb Unisma Angkatan 2018 ). E – Jurnal Riset Manajemen, 11(03), 19–28. http://riset.unisma.ac.id/index.php/jrm/article/view/16929
Kotler, Philip Dan Armstrong, 2016. Dasar-Dasar Pemasaran (Prinsip Pemasaran) Jilid 2, Jakarta : Erlangga.
Leonardi, A. C. (2024). The Influence of Advertising , Brand Image , and Product Quality on Purchase Decisions of Skincare Beauty Products in Medan. 24(April), 75–88.
Novianty, R., Koesomaningsih, R., Sumiati, S., & Puspita Dewi, S. (2022). Analysis of Factors that Influence Interest in Buying Consumer. Journal of World Science, 1(11), 967–973. https://doi.org/10.58344/jws.v1i11.106
Oktavia, F., & Fageh, A. (2022). Pengaruh Diskon Terhadap Keputusan Pembelian Kosmetik Halal Dengan Minat Beli Sebagai Variabel Intervening. Jurnal Ecodemica Jurnal Ekonomi Manajemen Dan Bisnis, 6(1), 1–10. https://doi.org/10.31294/eco.v6i1.11196
Prihatini, A., Al Farisi, M. S., & Ferdinand, N. (2023). The Effect of Halal Label and Product Quality of Purchase Decisions Halal Cosmetic Product Ms Glow. International Journal of Sharia Business Management (IJSBM), 2(2), 89–95.
Produk, P. K., Diskon, P., Sari, E. T., & Manafe, L. A. (2025). ULANG PRODUK KECANTIKAN MS GLOW DI KOTA SURABAYA. 3(3), 325–340.
Putri, M. O., & Sabardini, S. E. (2023). Pengaruh Brand Ambassador Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Kasus Produk Skincare Whitelab Pada Masyarakat Di Yogyakarta). Cakrawangsa Bisnis, 4(1), 1–10.
Qhoiru Annisa Mustikasari, & Parlagutan Silitonga. (2023). Increasing MS Glow and MS Glow Men Skincare Purchasing Decisions Through Social Media Interaction. Jurnal Manajemen Bisnis, Akuntansi Dan Keuangan, 2(1), 63–84. https://doi.org/10.55927/jambak.v2i1.4112
Risyafani, S., Johannes, J., & Khalik, I. (2022). Effect of Content Review and Promotion on Buying Interest With Product Involvement As an Intervening. Journal of Business Studies and Mangement Review, 5(2), 312–318. https://doi.org/10.22437/jbsmr.v5i2.18881
Sunandika, T. A., & Widodo, A. (2024). Effective Marketing Strategy: Analysis of Advertising Appeals and Nct Dream Brand Ambassadors Through Brand Image Mediation on Somethinc Product Purchase Intention. JPPI (Jurnal Penelitian Pendidikan Indonesia), 10(2), 566–586. https://doi.org/10.29210/020243934
Sugiyono. 2017. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, Dan R&D. Alfabeta.
Tjiptono, Fandy. 2014, Pemasaran Jasa –Prinsip, Penerapan, dan Penelitian, And Offset, Yogyakarta.
Widiastuti, T. (2019). Teenage Perception Towards the Role of Beauty Vlogger in the Effort To. Capturing New Perspectives in Communication Vol. 9 No. 1 February-July 2019 Such.
Yuniarti, Y., & Ongkir, G. (2024). PENGARUH DISKON DAN GRATIS ONGKIR TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW. 12(3), 138–146.
Yunita, P., & Indriyatni, L. (2022). Pengaruh Brand Image , Daya Tarik Iklan , Dan Celebrity Endorser Terhadap Keputusan Pembelian MS Glow ( Studi Kasus Pada Pelanggan MS Glow Kota Semarang ). Prosiding Seminar Nasional UNIMUS, 5, 279–287.
Amelia Dewi, P., & Martini, N. (2023). The Influence of Celebrity Endorser And Word Of Mouth On Purchasing Decisions MS Glow Skincare Products in Bekasi Regency. Primanomics : Jurnal Ekonomi & Bisnis, 21(2), 114–124. https://doi.org/10.31253/pe.v21i2.1835
Aripin, D. K., Driyan Pradana, W., Siliwangi, J., Barat, R., & Yogyakarta, I. (2024). Pengaruh Live Streaming dan Brand Image terhadap Keputusan Pembelian Produk The Originote pada Pengguna Tiktok Shop di Daerah Istimewa Yogyakarta. Journal of Management and Social Sciences, 3(3), 2963–5047.
Assidiqi, S., & Julaeha, L. S. (2021). Effect of Price, Sales Promotion, And Halal Awareness of Skincare Products Purchase Decisions (Case Study on Shopee App Users in Jakarta). International Journal of Education, Information Technology and Others (IJEIT), 4(4), 794–810. https://doi.org/10.5281/zenodo.5851660
Buduri, D. F., & Habib, M. A. F. (2023). The Effect of Price, Product Quality, and Promotion on The Purchasing Decision of MS Glow Products at MS Glow Tulungagung Branch Agent. Jurnal Politik Dan Sosial Kemasyarakatan, 15(1), 187–206.
Elfayasri, E., & Immawati, S. A. (2023). INCREASING TAYO BUS USERS THROUGH ADVERTISEMENT ATTRACTION , PRODUCT INFORMATION AND PRICE DISCOUNTS. 7–8.
Fahmi, S., & Soumi, A. L. (2022). Pengaruh Citra Merek, Harga, Kualitas Produk dan Celebrity Endorse terhadap Keputusan Pembelian Produk Ms Glow ( Studi pada Konsumen Ms. Glow Pandaan). JAMIN : Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 4(1), 45. https://doi.org/10.47201/jamin.v4i1.104
Fegahyanti, D., Widodo, J., & Mustika Ani, H. (2023). Pengaruh Citra Merek Terhadap Keputusan Pembelian Produk Kecantikan Ms Glow (Studi Kasus Pada Konsumen Wanita Di Desa Tegalharjo Kabupaten Banyuwangi). Jurnal Pendidikan Ekonomi Akuntansi Dan Kewirausahaan (JPEAKU), 2(2), 7–12. https://doi.org/10.29407/jpeaku.v2i2.18935
Fitri, M., & Sianipar, S. (2025). The Influence Of Celebrity Endorsers And The Attractiveness Of Advertising On The Purchase Decision Of Wardah Products On Tiktok Shop In Batam. 2, 1–14.
Ghozali, I. 2022. Aplikasi Analisis Multivariete Dengan Program. IBM SPSS 23 (Edisi8). Semarang: Badan Penerbit.
Hamisena, M., & Sudyasjayanti, C. (2024). The Effect Of Advertising Attractiveness , Influencer Marketing , And Online Customer Review On Smartphone Purchasing Decisions For Generation Z In Surabaya. 12(4), 3653–3664.
Hasnin, H. R., Megawati, D., Maulani, D., & Riany, D. (2023). The Influence of Advertising and Discounts on Gofood Applications on Consumer Purchases in Bogor City. Manager : Jurnal Ilmu Manajemen, 6(1), 41–49. http://ejournal2.uika-bogor.ac.id/index.php/Manager/about
Hermawan, E. (2021). Sustainability of Local Products: Interest to Buy, Product Quality and Promotion. Dinasti International Journal of Economics, Finance & Accounting, 2(3), 336–345. https://doi.org/10.38035/dijefa.v2i3.1241
Indriani, Y., Salim, E., & Husna, N. (2025). Pengaruh Promosi , Iklan Dan Variety Seeking Behavior Terhadap Keputusan Pembelian Pada Brand Skincare Ms Glow. 02(03), 1755–1758.
Jackson, Tawas, H. N., & Arie, F. V. (2021). Pengaruh Daya Tarik Iklan,Potongan Harga Terhadap Minat Beli dan Keputusan Penggunaan Aplikasi Belanja Shopee (Studi Pada Mahasiswa Manajemen Angkatan 2017 Fakultas Ekonomi dan Bisnis Universitas Sam Ratulangi Manado). Jurnal EMBA, 9(3), 1402–1412.
Koesmetikawati, L., Aisyah, S., & Millaningtyas, R. (2022). Pengaruh Celebrity Endorser, Daya Tarik Iklan, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Kecantikan Ms Glow ( Studi Kasus Pada Mahasiswa Feb Unisma Angkatan 2018 ). E – Jurnal Riset Manajemen, 11(03), 19–28. http://riset.unisma.ac.id/index.php/jrm/article/view/16929
Kotler, Philip Dan Armstrong, 2016. Dasar-Dasar Pemasaran (Prinsip Pemasaran) Jilid 2, Jakarta : Erlangga.
Leonardi, A. C. (2024). The Influence of Advertising , Brand Image , and Product Quality on Purchase Decisions of Skincare Beauty Products in Medan. 24(April), 75–88.
Novianty, R., Koesomaningsih, R., Sumiati, S., & Puspita Dewi, S. (2022). Analysis of Factors that Influence Interest in Buying Consumer. Journal of World Science, 1(11), 967–973. https://doi.org/10.58344/jws.v1i11.106
Oktavia, F., & Fageh, A. (2022). Pengaruh Diskon Terhadap Keputusan Pembelian Kosmetik Halal Dengan Minat Beli Sebagai Variabel Intervening. Jurnal Ecodemica Jurnal Ekonomi Manajemen Dan Bisnis, 6(1), 1–10. https://doi.org/10.31294/eco.v6i1.11196
Prihatini, A., Al Farisi, M. S., & Ferdinand, N. (2023). The Effect of Halal Label and Product Quality of Purchase Decisions Halal Cosmetic Product Ms Glow. International Journal of Sharia Business Management (IJSBM), 2(2), 89–95.
Produk, P. K., Diskon, P., Sari, E. T., & Manafe, L. A. (2025). ULANG PRODUK KECANTIKAN MS GLOW DI KOTA SURABAYA. 3(3), 325–340.
Putri, M. O., & Sabardini, S. E. (2023). Pengaruh Brand Ambassador Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Kasus Produk Skincare Whitelab Pada Masyarakat Di Yogyakarta). Cakrawangsa Bisnis, 4(1), 1–10.
Qhoiru Annisa Mustikasari, & Parlagutan Silitonga. (2023). Increasing MS Glow and MS Glow Men Skincare Purchasing Decisions Through Social Media Interaction. Jurnal Manajemen Bisnis, Akuntansi Dan Keuangan, 2(1), 63–84. https://doi.org/10.55927/jambak.v2i1.4112
Risyafani, S., Johannes, J., & Khalik, I. (2022). Effect of Content Review and Promotion on Buying Interest With Product Involvement As an Intervening. Journal of Business Studies and Mangement Review, 5(2), 312–318. https://doi.org/10.22437/jbsmr.v5i2.18881
Sunandika, T. A., & Widodo, A. (2024). Effective Marketing Strategy: Analysis of Advertising Appeals and Nct Dream Brand Ambassadors Through Brand Image Mediation on Somethinc Product Purchase Intention. JPPI (Jurnal Penelitian Pendidikan Indonesia), 10(2), 566–586. https://doi.org/10.29210/020243934
Sugiyono. 2017. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, Dan R&D. Alfabeta.
Tjiptono, Fandy. 2014, Pemasaran Jasa –Prinsip, Penerapan, dan Penelitian, And Offset, Yogyakarta.
Widiastuti, T. (2019). Teenage Perception Towards the Role of Beauty Vlogger in the Effort To. Capturing New Perspectives in Communication Vol. 9 No. 1 February-July 2019 Such.
Yuniarti, Y., & Ongkir, G. (2024). PENGARUH DISKON DAN GRATIS ONGKIR TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW. 12(3), 138–146.
Yunita, P., & Indriyatni, L. (2022). Pengaruh Brand Image , Daya Tarik Iklan , Dan Celebrity Endorser Terhadap Keputusan Pembelian MS Glow ( Studi Kasus Pada Pelanggan MS Glow Kota Semarang ). Prosiding Seminar Nasional UNIMUS, 5, 279–287.