Pratiwi, Yuyun Nilawatul (2022) Pengaruh Variasi Produk, Kemasan Produk, dan Iklan terhadap Keputusan Pembelian Kosmetik Merek Make Over pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya (The Influence of Product Variations, Product Packaging, and Advertising on Purchase Decisions for Make Over Cosmetics on Students of the Faculty of Economics and Business, University of 17 August 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to determine the effect of product variations, product packaging, and advertising on purchasing decisions for Make Over cosmetics. The population in this study were students of the Faculty of Economics and Business, University of 17 August 1945, Surabaya. Determination of the number of samples using probability sampling technique obtained as many as 95 samples. The data analysis method used in this research is multiple linear regression analysis. The results of hypothesis testing on the t test or partial test show that the product variation variable has a significant positive effect on the purchasing decision variable. Furthermore, product packaging also has a significant positive effect on the purchasing decision variables. Finally, the advertising variable also has a significant positive effect on the purchasing decision variable. Hypothesis testing in the simultaneous test shows that product variations, product packaging, and advertising have a significant positive effect on purchasing decision variables. Keywords: Product Variation, Product Packaging, Advertising, and Purchase Decision
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Product Variation, Product Packaging, Advertising, and Purchase Decision |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1211800077 Yuyun Nilawatul Pratiwi |
| Date Deposited: | 28 Sep 2022 02:10 |
| Last Modified: | 28 Sep 2022 02:10 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/18728 |
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