Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang
Dessy Herdiana
Universitas Singaperbangsa Karawang
Education

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH PERSEPSI DAN PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE GLAD2GLOW Nurul Aulia; Desi Jaelani; Dessy Herdiana; Asep Maulana
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 11 No. 04 (2026): Volume 11 No. 04 Desember 2025 In Build
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v11i04.9164

Abstract

The local skincare industry in Indonesia has experienced significant growth in line with increasing public awareness of the importance of skin care. This study aims to analyze the influence of consumer perceptions and preferences on purchasing decisions for Glad2Glow local brand skincare products. A quantitative approach was used with a causal-comparative research design, involving 100 respondents who are Glad2Glow product users residing in Karawang. Data collection was conducted through questionnaires and analyzed using multiple linear regression. The results show that both consumer perceptions and preferences have a positive and significant simultaneous and partial effect on purchasing decisions. These findings emphasize the importance of manufacturers' understanding of consumer perceptions and preferences in formulating effective marketing strategies. This study contributes to the literature on local skincare product marketing and serves as a reference for industry players to improve competitiveness through a consumer-oriented approach. Keywords: Consumer Perceptions, Consumer Preferences, Purchase Decisions, Skincare Products, Glad2Glow
Co-Authors Asep Maulana Desi Jaelani Nurul Aulia