Analisis Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Produk Acne Spot Treatment melalui E-Commerce di Pulau Jawa

Nazla Diffa Salsabila, Prof. Dr. apt. Chairun Wiedyaningsih, M.Kes., M.App.Sc.

2025 | Skripsi | FARMASI

Produk perawatan kulit saat ini semakin mengalami peningkatan penjualan, khususnya produk untuk mengatasi permasalahan jerawat sebagai permasalahan kulit wajah yang menjadi perhatian penting dalam bidang dermatologi di Indonesia, yaitu acne spot treatment. Hal tersebut memerlukan strategi bauran pemasaran yang lebih unggul dan kreatif dalam persaingan antar pelaku usaha agar dapat bersaing di tengah tantangan perkembangan teknologi digital, seperti e-commerce. Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran 4P (product, price, promotion, dan place) terhadap keputusan pembelian produk acne spot treatment melalui e-commerce di Pulau Jawa.

Penelitian ini menggunakan pendekatan kuantitatif dengan desain cross-sectional menggunakan instrumen berupa kuesioner yang disebarkan dalam bentuk Google Formulir. Sampel yang digunakan dalam penelitian ini adalah 406 masyarakat yang berdomisili di Pulau Jawa, pernah membeli produk acne spot treatment, dan berusia 18-45 tahun. Analisis data dilakukan dengan analisis regresi linear berganda untuk mengetahui pengaruh variabel produk, harga, promosi, dan tempat terhadap keputusan pembelian produk acne spot treatment melalui e-commerce di Pulau Jawa.

Berdasarkan hasil uji analisis regresi, diperoleh bahwa variabel produk, harga, promosi, dan tempat memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk acne spot treatment melalui e-commerce di Pulau Jawa dengan koefisien regresi masing-masing sebesar 0,672; 0,199; 0,113; dan 0,252; serta masing-masing nilai signifikansi < 0>acne spot treatment. Dalam bidang industri kosmetik, hasil penelitian ini dapat dijadikan landasan evaluasi strategi pemasaran produk acne spot treatment, khususnya pada faktor promosi sebagai variabel yang memiliki koefisien regresi paling rendah, yaitu 0,113.

Skincare products are currently experiencing an increase in sales, especially products to overcome acne problem as an important concern skin problem in the field of dermatology in Indonesia, namely acne spot treatment. It requires a marketing mix strategy that is superior and creative in competition between business actors in order to compete amid the challenges of digital technology development, such as e-commerce. This study aims to analyze the effect of the 4P marketing mix (product, price, promotion, and place) on purchasing decisions for acne spot treatment products through e-commerce in Java Island.

This study uses a quantitative approach and cross-sectional design using an instrument in the form of a questionnaire distributed in the form of a Google Form. The sample used in this study were 406 respondents who live in Java Island, have bought acne spot treatment products through e-commerce, and are 18-45 years old. Data analysis was carried out by multiple linear regression analysis to determine the effect of product, price, promotion, and place variables on purchasing decisions for acne spot treatment products through e-commerce on Java Island.

Based on the results of the analysis, it is found that the variables of product, price, promotion, and place have a positive and significant influence on purchasing decisions for acne spot treatment products through e-commerce on Java Island with regression coefficients of 0.672; 0.199; 0.113; and 0.252, respectively. Product, price, promotion, and place together influence purchasing decisions with a large influence or coefficient of determination of 38.5%, while the remaining 61.5% is influenced by other factors. The product variable has the greatest contribution in influencing purchasing decisions for acne spot treatment products. In the cosmetics industry, the results of this study can be used as a basis for evaluating the marketing strategy of acne spot treatment products, especially the promotion factor as a variable that has the lowest regression coefficient, which is 0.113.

Kata Kunci : bauran pemasaran, acne spot treatment, keputusan pembelian, e-commerce