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Rojuaniah Rojuaniah
Universitas Esa Unggul
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Journal : Syntax Literate: Jurnal Ilmiah Indonesia

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The Influence of Product, Price, Place, and Promotion Marketing Strategies on Skincare Purchase Decisions Wijaya, Henhen; Amalia, Lia; Anindita, Rina; Rojuaniah, Rojuaniah
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i4.57641

Abstract

The beauty industry in Indonesia is rapidly evolving, necessitating effective marketing strategies to comprehend consumer behavior and influence purchase decisions. This study evaluates the impact of product, price, place, and promotion marketing strategies on the purchasing decisions of Skintific brand facial skincare among consumers aged 25 to 55 years. Employing a mixed-methods approach, data were collected via an online questionnaire with a sample of 150 respondents, and the analysis included validity and reliability tests, descriptive statistics, and hypothesis testing using CB SEM. The study found that all marketing strategies positively affect purchase decisions, with product and price being the most influential factors; specifically, product offerings emphasizing quality and variety, combined with competitive pricing, significantly enhance consumer trust and loyalty. These findings underline the importance of adapting marketing strategies to meet consumer expectations in a competitive market, suggesting that skincare brands focus on enhancing product quality and transparency while leveraging effective pricing strategies and distribution channels to optimize consumer engagement and purchase decisions.
Co-Authors Abdul Haeba Ramli, Abdul Haeba Albert Albert Alfina Dwi Juniarti Amalia, Lia Aminullah Assagaf Anggrainy Putri Ayuningrum Anugraheni, Suci Aprillia, Fenny Aribowo, Teguh Arna Suryani, Arna Arya, Muhammad Ikhsanul Aryanita Yunanda Asmadillah, Fifin Azizah, Fadilah Nur Badiah Badiah Baety, Nur Bella Novita Berliani, Tiwi Citta Dewi, Kadek Pratita Destami, Gina Dery Dharaura Aziyasyah Djunaedi, Mira Kartika Dewi Dwikaryana, Farhan Egi Supriatna Elisa, Sabta Elistia Elistia Elistia Elistia Elistia, Elistia Endang Ruswanti Farhan Dwikaryana Fasyariani, Nabila Fitri Wahyuningsih Gecolea, Zianneil T. Gilang Ramadhan* Hafidz, Ikramina Larasati Hazrati Hanartyo, Ernawan Dwi Hasan, Manal Mohamed Havidz, Ikramina Larasati Hazrati Hikmawati, Elok Ikramina Larasati Hazrati Havidz ikramina, Ikramina Indartinah, Septi Indriyanti, Winny Invantriani, Annisa Ismail, Shafinar Januar Mansyah Jatmiko Jatmiko Jessica Angela Jovita Nathania Kadek Pratita Citta Dewi Kurniati, Nenny Lestari, Unik Dwi LIA AMALIA Lista Meria Lutfi Alviandi Lutfi Eka Sansetika Maya, Eka Is Maziyah Fichri Meria, Lista Mira Yona Mitsalina Tantri Moehammad Unggul Januarko Mudjiarto Mudjiarto, Mudjiarto Muvinna Adnal Haq Nadif, Muhammad Akhdan Najihatun, Najihatun Nazam, Rio Mubaraq Nefianto, Tirton Nur Hasanah Nurlinda, R.A. Primasatria Edastama, Primasatria Puji Astuti Puji Astuti Puspasari, Suci Indah Qoiriyah, Mila Qonita, Rifatul r, Endang Ruswanti Rahmawati, Wulan Ramadani, Shafira Hafsari Ramadhan*, Gilang Regina Deka Sofia Rina Anindita Rizky, Amelia Rona Veonnita Safitri, Yola Salehati, Nurun Ala Sansetika, Lutfi Eka Santika, Syahira Dwi Sari, Bayu Mayang Savira, Karin Putri Setyawati, Galuh Shertin Ayu Fitria Shiva Latifa Siti Mariam SITI MARIAM Siti Muawanatus Solikha Sri Langgeng Ratnasari Suderajat Suderajat Suranto, Angie Shanika Karien Pramudita Sutawidjaya, Ahmad Hidayat Suyitno, Edi Suyitno, Edy Syah, Tantri Yanuar Rachmat tanjung, rona Tantri Yanuar Rahmat Syah Tantry Yanuar Rahmat Syah Teguh Aribowo Toni Candra Unik Dwi Lestari Untung Cristoper Simarmata Vernanda, Olivia Veronica Lusianty Wardana, Feji Gusti Wati, Diana Fajar Widianto, Slamet Widiyanto, Ignatius Nugroho Wijaya, Henhen Winanta, Tang Tatang Yolanna, Yolla Yuliana Qofifah