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All Journal HAYATI Journal of Biosciences Jurnal Ilmu Tanah dan Lingkungan (Journal of Soil Science and Environment) Farmasains : Jurnal Farmasi dan Ilmu Kesehatan JURNAL SAINS DAN TEKNOLOGI INDONESIA Microbiology Indonesia BIOTROPIA - The Southeast Asian Journal of Tropical Biology IPTEK The Journal for Technology and Science Media Farmasi : Jurnal Ilmu Farmasi (Journal Of Pharmaceutical Science) Indonesian Journal of Cancer Chemoprevention Journal of Engineering and Technological Sciences Medika Tadulako INDONESIAN JOURNAL OF PHARMACY Jurnal Fitofarmaka Indonesia Syntax Literate: Jurnal Ilmiah Indonesia Majalah Farmaseutik JRB-Jurnal Riset Bisnis Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan JURNAL PENDIDIKAN TAMBUSAI Menara Perkebunan Jurnal Ilmu Kefarmasian Indonesia Journal of halal product and research (JHPR) Daengku: Journal of Humanities and Social Sciences Innovation Kalbisocio: Jurnal Bisnis dan Komunikasi Makara Journal of Science Makara Journal of Technology Ekobisman : Jurnal Ekonomi Bisnis Manajemen
Wahono Sumaryono
Universitas Pancasila
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Journal : Medika Tadulako

 1 
PENGARUH PENERIMAAN PASAR DAN STRATEGI BAURAN PEMASARAN TERHADAP MINAT BELI PRODUK MAKEUP ANAK PADA MILLENNIAL MOM (Penelitian di Wilayah DKI Jakarta) Wiejayanti, Syelvi; Sumaryono, Wahono; Widiastuti, Sri
Medika Tadulako: Jurnal Ilmiah Kedokteran Fakultas Kedokteran dan Ilmu Kesehatan Vol 5, No 3 (2018)
Publisher : Medika Tadulako: Jurnal Ilmiah Kedokteran Fakultas Kedokteran dan Ilmu Kesehatan

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Abstract

ABSTRACTMillennial moms have different behaviors in shopping for children's items, and the use of makeup is considered as a trend in childre1. Unfortunately, there are currently no special children's makeup products tailored to the needs of children. This study aims to explore how market acceptance of the use of makeup in children, then further translated into a marketing strategy concept that is suitable for children's makeup products so that they can be well received by target consumers, namely Millennial moms who have 3- to 6-year-old girls. 11 years old. The research method used is descriptive verification with market acceptance independent variables (X1) and marketing mix strategies (X2), as well as the dependent variable purchase interest (Y). Data obtained through surveys using questionnaires for 250 millennial mom respondents, who lived in the DKI Jakarta area, which were then analyzed by correlation test and multiple regression test. The results showed that the market acceptance of children's makeup products was positive so that it was potentially good to be marketed with a marketing mix strategy that was in line with the target market for children's makeup products, namely girls aged 3-11 years. As for the verification study shows that there is an influence of market acceptance and marketing mix strategies both partially and simultaneously on the interest in buying children's makeup products. Keywords : market acceptance, marketing mix strategy, buying intention, makeupfor kid, millennial mom. ABSTRAK Millennial mom memiliki perilaku berbeda dalam berbelanja barang-barang anak, dan penggunaan makeup maka pada anak dianggap sebagai suatu tren. Namun sayangnya saat ini belum tersedia produk makeup khusus anak yang disesuaikan dengan kebutuhan anak. Penelitian ini bertujuan untuk menggali bagaimana penerimaan pasar terhadap penggunaan makeup pada anak, untuk selanjutnya diterjemahkan lebih jauh menjadi sebuah konsep strategi pemasaran yang sesuai untuk produk makeup anak tersebut sehingga bisa diterima dengan baik oleh target konsumen yaitu para Millennial mom yang memiliki anak perempuan berusia 3-11 tahun. Metode penelitian yang digunakan adalah deskriftif verifikatif dengan variabel bebas penerimaan pasar (X1) dan strategi bauran pemasaran (X2), serta variabel terikat minat pembelian (Y). Data diperoleh melalui survey menggunakan kuesioner pada 250 responden millennial mom, yang tinggal di wilayah DKI Jakarta yang selanjutya dianalisis dengan uji korelasi dan uji regresi berganda. Hasil penelitian menunjukkan bahwa penerimaan pasar produk makeup anak positif sehingga berpotensi baik untuk dipasarkan dengan strategi bauran pemasaran yang sesuai dengan target pasar produk makeup anak yaitu anak perempuan usia 3-11 tahun. Adapun untuk studi verifikatif menunjukkan bahwa ada pengaruh penerimaan pasar  dan strategi bauran pemasaran baik secara parsial dan secara simultan terhadap minat pembelian produk makeup anak.Kata kunci : penerimaan pasar, strategi bauran pemasaran, minat pembelian, makeup anak, millennial mom
Co-Authors . Sriningsih ABDUL RAHEM Achmad Roesyadi Achmad Roesyadi AGUN ERU WIBOWO Agung Eru Wibowo AGUNG ERU WIBOWO Agus Supriyono AHMAD WIBISANA AMARILA MALIK Amarila Malik AMIR MUSADAD Amir Musadad Andika Kristian Astutiati Nurhasanah ASTUTIATI NURHASANAH Bedah Rupaedah Chaidir ., Chaidir CHAIDIR CHAIDIR Defirst Ramadanty Deriawan Deriawan Derriawan Derriawan Derriawan Derriawan, Derriawan Dian Ratih Laksmitawati Diky Mudhakir Djoharsjah Djoharsjah Djuma’ali Djuma’ali, Djuma’ali Djuma’ali Djuma’ali Djuma’ali, Djuma’ali DUDI HARDIANTO Dudi Hardianto, Dudi DWI ANDREAS SANTOSA Dyah Primarini Dyah Primarini, Dyah Eko Sri Wahyuningsih ERWAHYUNI ENDANG PRABANDARI ERWAHYUNI ENDANG PRABANDARI ERWAHYUNI ENDANG PRABANDARI ERWAHYUNI ENDANG PRABANDARI Faiq Bahfen Faizah FARIDAH FARIDAH Fitriani, Johana FITRIANIAR AMRI FRANS D. SUYATNA FRANS SUYATNA Frans Suyatna gusnidar, tutus HENDIG WINARNO Henky Lesmana Henky Lesmana IDAH ROSIDAH Idah Rosidah IDAH ROSIDAH Iha Haryani Hatta INDRA RACHMAWATI Irvan Bastian Iswandi Anas Izul Ariesta Khaswar Syamsu Kosasih Kosasih KURNIA AGUSTINI Kurnia Agustini kurnia agustini KURNIA AGUSTINI Lestari Rahayu MARLIA SINGGIH Marlia Singgih Maryam Muddin T MEITY SURADJI SINAGA MEITY SURADJI SINAGA Mirawati Sudiro Mohamad Sadikin Mohamad Sadikin Nathanael Priltius Nonot Soewarno Nonot Soewarno Novi Henriyati Rahmi Noviyantih, Noviyantih Nurjati Chairani Siregar Nurjati Chairani Siregar Nuryati Chaerani Siregar NURYATI CHAERANI SIREGAR NURYATI CHAIRANI SIREGAR Partomuan Simanjuntak Pertamawati Kartakusumah PRASETYAWAN YUNIANTO Pratiwi Pujilestari Sudarmono Prihatini, Indri R Micho Widyanto R. Micho Widyanto Rahmat Widiyanto Rahmi, Novi Henriyati Ratna, Oktaviani Renanto Handogo Renanto Handogo Rianto Setiabudy Rianto Setiabudy Rifatul Widjhati Rizki Riyadi Triwibowo ROS SUMARNY Ruth Debora Sampurno Sampurno Sampurno Sampurno Semuel Pati Senda Semuel Pati Senda Semuel Pati Senda Silvia Surini Silvia Surini Siti Hafilah Siti Kadarsih Siti Umroh Noor SRI NINGSIH Sri Ningsih Sri Widiastuti, Sri Sri Widyastuti Sri Widyastuti Sri Wilarso Budi SUDIRMAN YAHYA Sudirman Yahya Sumarno . Sumarno Sumarno SYOFI ROSMALAWATI Teuku Tajuddin Tomayahu, Nur Arih Inkiyiendari Trismilah Margono TRISMILAH TRISMILAH Trismilah Trismilah Trismilah, TUN TEDJA IRAWADI Tun Tedja Irawadi TUTUS GUSDINAR Umi Athiyah VANNINA AGUSTINI VINDYATRI WIDAYANTI Wahyu Utami Wahyudi Priyono Suwarso Welfin Dysyandi Wida Rahayu Wiejayanti, Syelvi Yahdiana Harahap YAHDIANA HARAHAP Yazid Bindar Yazid Bindar YENNI BAKHTIAR YENNI BAKHTIAR Yudi Riyanto Yulius Evan Christian Zafrollah, Churiyah