SKRIPSI MBS

PENGARUH INOVASI PRODUK, DISKON, DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SCARLETT WHITENING

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ABSTRACT

This research aims to determine the influence of product innovation,
discounts and influencer on purchasing decisions for Scarlett Whitening products.
This research is a type of quantitative research. Sampling in this research used the
Non-Probability sampling method with purposive sampling technique. The
population used in this research were consumers in Surakarta who had purchased
Scarlett whitening. The number of samples in this study was 160 respondents. The
data collection method used is by distributing questionnaires with measurements
using a Likert scale. This research uses data sources in the form of primary data
using statistical data analysis tools and statistics from the IBM SPSS version 23
program. The results of the research state that the Product Innovation variable has
a positive and significant effect on purchasing decisions of 5.097 > 1.654, and a
significance level of 0.000 < 0.05, the discount variable has a positive and
significant effect on purchasing decisions of 5.645 > 1.654 and a significance level
of 0.000 < 0.05, and the Influencer variable has a positive and significant effect on
purchasing decisions of 4.927 > 1.654 and a significance level of 0.000 < 0.05.
Keywords: Product Innovation, Discounts, Influencer, and Purchasing Decisions.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 SUS p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 112 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Sus Nuryanti

Versi lain/terkait

Lampiran Berkas

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