Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada Produk Kahf

Muhammad Didan Fahrezi, Dr. apt. Dwi Endarti, S.F., M.Sc.

2025 | Skripsi | FARMASI

Perkembangan industri kosmetik menunjukkan peningkatan yang signifikan dalam beberapa tahun terakhir. Kahf merupakan salah satu brand dari PT Paragon Technology and Innovation yang menyediakan rangkaian produk personal care untuk pria dan telah sukses menyita perhatian masyarakat hingga memenangkan berbagai macam penghargaan bergengsi. Hal tersebut disebabkan karena strategi pemasaran perusahaan yang menyebabkan masyarakat memutuskan untuk membeli produk Kahf. Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran terhadap keputusan pembelian produk Kahf di Indonesia.

Penelitian ini menggunakan desain cross-sectional dan menggunakan pendekatan survei berbasis kuantitatif. Populasi pada penelitian ini adalah masyarakat laki-laki di wilayah Indonesia yang pernah membeli dan menggunakan produk Kahf. Total responden pada penelitian ini adalah 205 responden dikumpulkan menggunakan teknik convenience sampling melalui kuesioner berupa Google Form dengan sistem skala Likert. Proses analisis penelitian ini menggunakan analisis statistik deskriptif untuk memberikan gambaran distribusi karakteristik sosiodemografi dan dilakukan analisis regresi linear berganda untuk membuktikan variabel manakah yang paling berkontribusi besar dan ada tidaknya hubungan dari empat variabel bauran pemasaran secara simultan terhadap keputusan pembelian.

Hasil penelitian menunjukkan bahwa mayoritas responden laki-laki berusia 18-27 tahun (68.29%), berdomisili di Jawa (49.51%), berstatus sebagai pelajar/mahasiswa (47.32%) lulusan SMA/SMK atau sederajat (40.98%), dan berpendapatan bulanan sebesar < Rp2>

The development of the cosmetic industry has demonstrated significant growth in recent years. Kahf, a brand under PT Paragon Technology and Innovation, offers a range of personal care products for men and has successfully captured public attention, earning various prestigious awards. This success is attributed to the company's marketing strategies, which influence consumers' decisions to purchase Kahf products. This study aims to analyze the influence of the marketing mix on purchasing decisions for Kahf products in Indonesia.

The research employs a cross-sectional design with a quantitative survey approach. The population of the study comprises male consumers in Indonesia who have purchased and used Kahf products. A total of 205 respondents were selected using convenience sampling and data were collected via a Google Form questionnaire utilizing a Likert scale system. The study utilized descriptive statistical analysis to provide an overview of sociodemographic characteristics and applied multiple linear regression analysis to examine which variables have the most significant contributor and whether there is a relationship between the four marketing mix variables and purchasing decisions simultaneously.

The findings indicate that majority of respondents were men aged 18–27 years (68.29%), residing in Java (49.51%), primarily university students (47.32%) with a high school (SMA/SMK) or equivalent educational background (40.98%), and a monthly income below Rp2.037.000 (55.12%). The largest regression coefficient value is for the product variable (0.280), making it the most significant contributor to the purchasing decision of Kahf products. Moreover, all four variables collectively influenced the purchasing decision for "Kahf" products simultaneously (sig. F < 0>). The coefficient of determination was 0.394, indicating that 39.4% of the variation in purchasing decisions is explained by the marketing mix, while the remaining 60.6% is influenced by other factors.

Kata Kunci : bauran pemasaran, keputusan pembelian, Kahf