Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Vol 6 No 3 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah

Pengaruh Variasi Produk dan Kreativitas Iklan terhadap Keputusan Pembelian Konsumen pada Produk Scarlett Whitening di Kota Palembang

Fatimah Eka Puteri (Universitas Sriwijaya Palembang)
Isni Andriana (Universitas Sriwijaya Palembang)
Dessy Yunita (Universitas Sriwijaya Palembang)
Hera Febria Mavilinda (Universitas Sriwijaya Palembang)

Article Info

Publish Date
03 Jul 2023

Abstract

This study aims to determine the effect of of variation of products and advertising creativity on consumer purchase decisions for Scarlett Whitening products in Palembang City. The type of research used is quantitative descriptive research. Data collection methods in this study using a questionnaire, samples taken as many as 100 people using the purvosive salmpling method. The analysis technique used is multiple linear regression analysis. Based on the results of the study it can be concluded that variation of products and advertising crearivity has a significant effect on on consumer purchase decisions for Scarlett Whitening Products in Palembang City. Keywords: Variation of Products, Advertising Crearivity, Consumer Purchase Decisions

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Journal Info
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Website

Abbrev

alkharaj

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Economics, Econometrics & Finance Social Sciences

Description

AL-KHARAJ: The Journal of Islamic Economics, Finance & Business is a scientific journal published by the Center for Research and Strategic Studies (PRKS) of the Institute of Islamic Religion (IAI) National Laa Roiba Bogor. This journal contains scientific papers from academics, researchers and ...