KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vol. 8 No. 4 (2022): Kalbisiana

Pengaruh Variasi Produk dan Celebrity Endorsment Terhadap Kepuasan Konsumen yang Berdampak pada Keputusan Pembelian Produk Safi

Erika Dona Pratiwi (Institut Teknologi dan Bisnis Kalbis)
Herwin (Institut Teknologi dan Bisnis Kalbis)

Article Info

Publish Date
01 Dec 2022

Abstract

This objectives of study is to know how the Effect of Product Variation and Celebrity Endorsement on Consumen Satisfaction that Impacts on Safi Product Purchasing Decisions. This research uses quantitative methods with non Probability Sampling techniques. A sample of 150 respondents were consumers who had used Safi products. The results showed that Product Variation has a significant influence on the Purchase Decision of Safi products. Likewise the Safi Product Purchase Decision has an effect on Consumer Satisfaction, while Celebrity Endorsement has no significant influence on the Safi Product Purchasing Decision.

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Journal Info
KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Website

Abbrev

kalbisiana

Publisher

UNIVERSITAS KALBIS

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

KALBISIANA Jurnal Sains, Bisnis dan Teknologi adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi sains, bisnis dan teknologi. Fokusnya adalah menerbitkan makalah tentang sains, bisnis dan teknologi. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua ...