Pengaruh Variasi Produk Dan Iklan Di Instagram Terhadap Keputusan Pembelian

Abstract

This study aims to determine the description of Product Variations and Instagram Ads onPurchase Decisions on Khansfootwear Products. This study uses quantitative researchmethods with descriptive and verification approaches. The population of this research is thenumber of sandal buyers from the Khansfootwear Instagram account as many as 12,336from January 2020 - June 2021, then the sample used in this study is 100 sandal buyers fromthe Khansfootwear Instagram account using probability sampling technique using randomsampling technique. Based on the results of the study, it was found that purchasing decisionswere included in the high/good category, product variations were in the high/good categoryand Instagram ads were in the high/good category. Based on the results of the coefficient ofdetermination test, it was obtained that Product Variations had an effect of 48.20% onPurchase Decisions, Instagram Ads had an effect of 44.30 % on Purchase Decisions,Product Variations and Instagram Ads had an effect of 55.00% on Purchase Decisions