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All Journal Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum Jurnal Riset Manajemen
Fani Sartika
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Daya Tarik Produk Dan Daya Tarik Promosi Terhadap Keputusan Pembelian Roti Boy di Kota Banda Aceh Aida Fitri; Fani Sartika; Nara Pristiwa
Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum Vol 7, No 1 (2023): April 2023
Publisher : Center for Research and Community Service (LPPM) University of Abulyatama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30601/humaniora.v7i1.3515

Abstract

This study aims to determine the effect of product attractiveness and promotional attractiveness on purchasing decisions for boy bread in Banda Aceh City. The method used in this study is a quantitative method which aims to determine the effect or relationship between two or more variables in a study. The number of samples in this study were 96 respondents. The sampling technique used for data collection was carried out by means of nonprobability sampling using accidental sampling technique. Research data was collected through a list of questions / questionnaires and documentation studies. Hypothesis testing using multiple linear regression analysis, F test (simultaneous) and t test (partial) are intended to determine the effect of the independent variable on the dependent variable at the 95% confidence level (α = 0.05). The results showed that simultaneously product attractiveness and promotional appeal influenced boy bread in Banda Aceh City. Then partially the attractiveness of the product and the attractiveness of the promotion affect the boy's bread in the city of Banda Aceh. So, the implications in this study are product attractiveness and promotional attractiveness that can influence consumers to purchase boy bread in Banda Aceh City.
Pengaruh Kemasan Produk, Promosi Penjualan dan Ulasan Pelanggan Online terhadap Keputusan Pembelian Skincare Skintific pada Platform Tiktok: Studi Kasus di Kota Banda Aceh Putri Rizki; Thasrif Murhadi; Fani Sartika
JURNAL RISET MANAJEMEN (JURMA) Vol 4 No 2 (2026): June: JURNAL RISET MANAJEMEN (JURMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v4i2.4022

Abstract

This study aims to determine the influence of product packaging, sales promotions, and online customer reviews on Skintific skincare purchase decisions on the TikTok platform, both partially and simultaneously. The method used in this study is a quantitative approach. The sample consisted of 96 respondents who were selected as research participants. Data collection was carried out using questionnaire statements designed to measure respondents’ perceptions of each research variable. The data obtained were then analyzed using multiple linear regression analysis to examine the relationship between independent and dependent variables. In addition, hypothesis testing was conducted using the t-test to determine the partial effect of each independent variable and the F-test to determine the simultaneous effect of all independent variables on the dependent variable. The results of the study indicate that product packaging has a significant partial effect on Skintific skincare purchase decisions on the TikTok platform. Sales promotions also have a significant partial effect on purchase decisions, as they influence consumer interest and purchasing behavior. Furthermore, online customer reviews significantly affect purchase decisions by providing social proof and influencing consumer trust. Simultaneously, product packaging, sales promotions, and online customer reviews have a significant combined effect on Skintific skincare purchase decisions on the TikTok platform, indicating that these variables jointly play an important role in shaping consumer purchasing behavior.  
Co-Authors Aida Fitri Nara Pristiwa Putri Rizki Thasrif Murhadi