Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Wahana Pendidikan
Fortona, Danarusvita Hikma
Unknown Affiliation
Religion Education Social Sciences Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Daya Tarik Iklan, Harga dan Kualitas Produk terhadap Keputusan Pembelian Produk Emina Cosmetics di Kota Surabaya Fortona, Danarusvita Hikma; Aisah, Siti
Jurnal Ilmiah Wahana Pendidikan Vol 9 No 25 (2023): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.10420916

Abstract

This study aims to analyze the factors that influence consumer purchasing decisions for Emina Cosmetics products in Surabaya. In this quantitative study, 102 respondents were selected using non-probability and quota sampling methods. Data was collected through a questionnaire that explored consumer perceptions of advertising appeal, price, product quality, and purchasing decisions. The results showed that advertising attractiveness and purchasing decisions have a significant partial effect, while price does not have a significant partial effect. However, simultaneously, advertising attractiveness, price, and product quality have an effect on purchasing decisions. It can be concluded that consumers tend to choose products with good quality supported by attractive advertisements. These results provide important insights for Emina Cosmetics in designing effective marketing strategies to maintain and increase its market share in this competitive cosmetics industry.
Co-Authors Siti Aisah