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All Journal Al Kalam : Jurnal Komunikasi, Bisnis dan Manajemen
Vitria, Aida .
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Economics, Econometrics & Finance Social Sciences

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Determinan Keputusan Pembelian Pada Produk Scarlett Whitening Vitria, Aida .; Fitriani, Desy; Syahrani, Syahrani; Abdurrahin, Abdurrahim
Al-Kalam Jurnal Komunikasi, Manajemen dan Bisnis Vol 11, No 2 (2024): JULI: AL KALAM JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN
Publisher : Universitas Islam Kalimantan Muhammad Arsyad Al Banjari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/al-kalam.v11i2.14817

Abstract

This research aims to determine: The influence of promotions, prices and product variants on purchasing decisions for Scarlett Whitening products among students at the Faculty of Economics, UNISKA MAB, both simultaneously and partially. This research design is quantitative research. The research population was all students from the Faculty of Economics, UNISKA MAB and a sample of 90 respondents. The results of this research show: this test produces information that the three independent variables simultaneously have a significant influence on purchasing decisions for Scarlett Whitening Products. Meanwhile, partial test results show that promotion variables, price and product variants have a significant influence on purchasing decisions for Scarlett Whitening products.
Co-Authors Abdurrahim Abdurrahim Fitriani, Desy SYAHRANI SYAHRANI