Jurnal Manajemen Retail
Vol 3 No 02 (2023): JURNAL MANAJEMEN RETAIL

ADVERTISING CREATIVITY DAN PRODUCT QUALITY: UPAYA MENGOPTIMALISASI PURCHASE DECISION

Noviani, Lona (Unknown)
Nabella, Ratih Intania (Unknown)
Rifai, achmad (Unknown)

Article Info

Publish Date
17 Oct 2023

Abstract

Companies need to pay attention to advertising creativity and product quality in order to improve consumer purchasing decisions. This study aims to examine the effect of advertising creativity and product quality on purchase decisions. This study used a quantitative method with a sample taken of 80 respondents using sunsilk shampoo in Serang City using the purposive sampling method. Data analysis uses the SEM approach which is processed through SmartPLS. The results test show that advertising creativity has a positive and significant direct effect on purchase decisions. Product quality has a positive and significant direct effect on purchase decision. This study concludes that advertising creativity has the most dominant effect on purchase decisions.

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Journal Info
Jurnal Manajemen Retail
Website

Abbrev

jumareta

Publisher

Universitas Banten Jaya

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

JUMERITA –BAJA (Jurnal Manajemen Retail - Banten Jaya ) UNBAJA Prodi Manajemen Retail merupakan publikasi ilmiah yang berisi tulisan yang diangkat dari hasil penelitian, pengembangan, kajian, dan pemikiran di bidang Ekonomi, Manajemen Bisnis . Terbit pertama kali tahun 2021 yakni : Volume 1 NO 30 ...