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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Puteri, Fatimah Eka
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Economics, Econometrics & Finance Social Sciences

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Pengaruh Variasi Produk dan Kreativitas Iklan terhadap Keputusan Pembelian Konsumen pada Produk Scarlett Whitening di Kota Palembang Puteri, Fatimah Eka; Andriana, Isni; Yunita, Dessy; Mavilinda, Hera Febria
Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol 6 No 3 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Research and Strategic Studies Center (Pusat Riset dan Kajian Strategis) Fakultas Syariah IAI Nasional Laa Roiba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i3.3629

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
Co-Authors Andriana, Isni Mavilinda, Hera Febria Yunita, Dessy