When it comes to the physical part, facial skin condition is the physical part that makes Indonesian women most insecure, according to the ZAP Beauty Index 2023. Therefore, skincare activities are becoming an important lifestyle and increasing the demand for beauty products in Indonesia. A good marketing mix analysis can determine the sales success of a product. The purpose of this study was to determine the effect of the 4P strategy marketing mix on purchasing decisions for facial soap products. In this study, a survey method was used, namely by distributing questionnaires through Google Form with a Likert scale system. The research respondents totaled 406, aged ? 18 years, have used face soap products and live in Indonesia. Data were analyzed descriptively for sociodemographic factors and variables that have the most influence on purchasing decisions. Multiple linear regression analysis and hypothesis testing were also conducted. The research respondents were dominated by women (56,7%), aged in the range of 20-25 years (72,7%), domiciled in Yoyakarta (44,3%), status as students (75,4%), with income 0,05. Then the tcount on the promotion variable (3,67) and place (3,31) is greater than the t table (1,97) and significance  ">   When it comes to the physical part, facial skin condition is the physical part that makes Indonesian women most insecure, according to the ZAP Beauty Index 2023. Therefore, skincare activities are becoming an important lifestyle and increasing the demand for beauty products in Indonesia. A good marketing mix analysis can determine the sales success of a product. The purpose of this study was to determine the effect of the 4P strategy marketing mix on purchasing decisions for facial soap products. In this study, a survey method was used, namely by distributing questionnaires through Google Form with a Likert scale system. The research respondents totaled 406, aged ? 18 years, have used face soap products and live in Indonesia. Data were analyzed descriptively for sociodemographic factors and variables that have the most influence on purchasing decisions. Multiple linear regression analysis and hypothesis testing were also conducted. The research respondents were dominated by women (56,7%), aged in the range of 20-25 years (72,7%), domiciled in Yoyakarta (44,3%), status as students (75,4%), with income 0,05. Then the tcount on the promotion variable (3,67) and place (3,31) is greater than the t table (1,97) and significance  ">
Laporkan Masalah

Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Produk Sabun Muka

Florean Salsabila Irdana, Dr. apt. Dwi Endarti, S. F., M. Sc.

2023 | Skripsi | FARMASI

Pada bagian fisik, kondisi kulit muka merupakan bagian fisik yang paling membuat wanita Indonesia tidak percaya diri, menurut ZAP Beauty Index 2023. Sehingga kegiatan perawatan kulit menjadi gaya hidup yang penting dan meningkatkan permintaan produk kecantikan di Indonesia. Analisis bauran pemasaran yang baik dapat menentukan kesuksesan penjualan suatu produk. Tujuan dari penelitian ini untuk mengetahui pengaruh bauran pemasaran strategi 4P terhadap keputusan pembelian produk sabun muka. 

Pada penelitian ini digunakan metode survei, yaitu dengan menyebar kuesioner melalui Google Form dengan sistem skala Likert. Responden penelitian berjumlah 406, berusia ? 18 tahun, pernah menggunakan produk sabun muka dan berdomisili di Indonesia. Data dianalisis secara deskriptif untuk faktor sosiodemografi dan variabel yang memiliki pengaruh paling besar terhadap keputusan pembelian, serta dilakukan analisis regresi linear berganda, dan uji hipotesis. 

Hasil penelitian menunjukkan responden didominasi oleh perempuan (56,7%), berusia di rentang 20-25 tahun (72.7%), berdomisili di Yoyakarta (44,3%), berstatus sebagai pelajar/mahasiswa (75,4%), dengan pendapatan hitung variabel produk (1,59) dan harga (1,82) lebih kecil dari ttabel (1,97) dengan signifikansi > 0,05. Kemudian nilai thitung pada variabel promosi (3,67) dan tempat (3,31) lebih besar dari ttabel (1,97) dan signifikansi < 0 class="Apple-converted-space"> 

When it comes to the physical part, facial skin condition is the physical part that makes Indonesian women most insecure, according to the ZAP Beauty Index 2023. Therefore, skincare activities are becoming an important lifestyle and increasing the demand for beauty products in Indonesia. A good marketing mix analysis can determine the sales success of a product. The purpose of this study was to determine the effect of the 4P strategy marketing mix on purchasing decisions for facial soap products. 

In this study, a survey method was used, namely by distributing questionnaires through Google Form with a Likert scale system. The research respondents totaled 406, aged ? 18 years, have used face soap products and live in Indonesia. Data were analyzed descriptively for sociodemographic factors and variables that have the most influence on purchasing decisions. Multiple linear regression analysis and hypothesis testing were also conducted. 

The research respondents were dominated by women (56,7%), aged in the range of 20-25 years (72,7%), domiciled in Yoyakarta (44,3%), status as students (75,4%), with income 0,05. Then the tcount on the promotion variable (3,67) and place (3,31) is greater than the t table (1,97) and significance <0 class="Apple-converted-space" xss=removed> 

Kata Kunci : bauran pemasaran, keputusan pembelian, sabun muka

  1. S1-2023-438751-abstract.pdf  
  2. S1-2023-438751-bibliography.pdf  
  3. S1-2023-438751-tableofcontent.pdf  
  4. S1-2023-438751-title.pdf