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All Journal Narada : Jurnal Desain dan Seni e-Jurnal Apresiasi Ekonomi
Dinar Safa Anggraeni, Dinar Safa
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Arts Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE RELATIONS OF THE 4PS MARKETING MIX TO THE DECISION TO PURCHASE SKINCARE PRODUCTS AT THE TIKTOK SHOP Anggraeni, Dinar Safa; Az Zahra, Maysitha Fitri; Al Khaliq, Barkah
Jurnal Apresiasi Ekonomi Vol 12, No 3 (2024)
Publisher : Institut Teknologi dan Ilmu Sosial Khatulistiwa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31846/jae.v12i3.784

Abstract

As one of the national priority industrial sectors, the cosmetics industry continues to experience growth driven by growing consumer awareness of health and beauty. The phenomenon of technological development has impacted changes in consumer behaviour in purchasing cosmetic industry products, especially online purchases made through social media, e-commerce or live broadcasts. This research aims to determine purchasing decisions regarding types of skincare products at the TikTok Shop. The population in this study were skincare consumers from Jabodetabek aged 25-35 years. The sample size was 275 respondents who filled out the questionnaire. The questionnaire's independent elements are listed in the 4Ps marketing mix (Price, Product, Promotion and Place). Meanwhile, the dependent factor measured is the purchasing decision when seeing sales of viral skincare products on the TikTok Shop. This research uses a regression method to find relationships between variables with the SmartPLS application. This research shows that promotion and price are the most significant factors influencing consumers when purchasing skincare products at the TikTok Shop.Keywords: Tiktok Shop, Cosmetics Industry, Promotions, Prices, Purchasing Decision.
KAJIAN TATA LETAK PRODUK SKINCARE LOKAL PADA TAMPILAN ANTARMUKA SAAT LIVE STREAMING Az Zahra, Maysitha Fitri; Anggraeni, Dinar Safa; Al Khaliq, Barkah
Narada : Jurnal Desain dan Seni Vol 11, No 3 (2024)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/narada.2024/v11.i3.001

Abstract

Selling lokal skincare products via online platforms, especially via live streaming, has challenges in optimal display arrangements on the user interface. Products are often difficult to see clearly, reducing audience appeal even if they are interesting. This journal aims to explore the arrangement of lokal skin care products online in the marketplace, focusing on determining the best distance between the camera and the product and the optimal distance between cameras to ensure maximum viewing. The research results show that the distance between the camera and the product should not be too far, preferably not exceeding 1 meter, especially when using a 1x zoom lens. The practical implications of this research can help lokal skincare sellers and marketers improve the quality of their product presentations virtually, thereby increasing the attractiveness and trust of potential customers based on layout of the user interface display during live streaming.
Co-Authors Al Khaliq, Barkah Maysitha Fitri Az Zahra