PENGARUH PERIKLANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN THE ORIGINOTE EYE SERUM PADA SHOPEE DAN TIKTOK SHOP

Alfina Hidayatul Arifasari; Dwi Yuli Rakhmawati

PENGARUH PERIKLANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN THE ORIGINOTE EYE SERUM PADA SHOPEE DAN TIKTOK SHOP

Authors

Alfina Hidayatul Arifasari Universitas Negeri Surabaya
Dwi Yuli Rakhmawati

Keywords:

Harga; Periklanan; Keputusan Pembelian

Abstract

This research aims to determine the effect of advertising and price on purchasing decisions for The Originote Eye Serum on Shopee and TikTok Shop. This type of research uses a quantitative approach. The population of this research uses all consumers who purchased The Originote Eye Serum in the city of Surabaya. The sample in this study used was 114 respondents using a porpuvise sampling technique. In this research, data collection used a questionnaire. In this research, the analysis technique used is multiple linear regression analysis using the SPSS version 22 application. The results of this research show that the advertising variable has an effect on purchasing decisions, the price variable has no effect on purchasing decisions, and advertising variables and price on purchasing decisions.

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Published

2024-07-23

How to Cite

Arifasari, A. H., & Rakhmawati, D. Y. (2024). PENGARUH PERIKLANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN THE ORIGINOTE EYE SERUM PADA SHOPEE DAN TIKTOK SHOP. Jurnal Pendidikan Tata Niaga (JPTN), 12(2), 196–206. Retrieved from https://ejournal.unesa.ac.id/index.php/jptn/article/view/62831

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Issue

Vol 12 No 2 (2024)

Section

Article

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