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All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)
Desi Jaelani
Universitas Singaperbangsa Karawang
Economics, Econometrics & Finance Education

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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
Pemanfaatan Metode Scamper Dalam Pengembangan Inovasi Produk Pada Usaha: Es Teh Tali Pinggir di Jl HS Ronggo waluyo Kabupaten Karawang Desi Jaelani; Dzakiya Rahmanita; Danang Kusnanto
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 2 (2026): April 2026
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i2.6001

Abstract

Es Teh Tali Pinggir MSMEs in Karawang are local beverage businesses that are growing rapidly along with the increasing public demand for ready-to-drink beverage products. However, the dynamics of competition between businesses that offer similar products require continuous product updates. This research is directed at examining the application of the SCAMPER technique, namely Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse, as an approach in developing creativity and innovation in Tali Pinggir Ice Tea MSMEs. This research uses a descriptive qualitative method with data collection techniques that include observation, interviews, and documentation. The findings showed that the use of the SCAMPER technique was able to generate a variety of innovative ideas, including the replacement of ingredients to produce new flavour variants, combining tea with contemporary toppings, adjusting packaging design to make it easier to use, and utilising digital media for marketing activities. The application of this method helps MSMEs not only retain existing customers, but also attract new market segments. Thus, the SCAMPER technique has proven to be relevant in supporting innovation strategies and improving the competitiveness of MSMEs amidst the increasingly competitive beverage business.  
Co-Authors Asep Maulana Dessy Herdiana Dzakiya Rahmanita KUSNANTO, DANANG Nurul Aulia