Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Skincare Aloe Vera XYZ di Kota Pontianak

Authors

  • Eva Mulia Saputri
    Fakultas Pertanian Universitas Tanjungpura
  • Eva Dolorosa
    Fakultas Pertanian Universitas Tanjungpura https://orcid.org/0000-0003-0270-2631
  • Wanti Fitrianti
    Fakultas Pertanian Universitas Tanjungpura

Keywords:

aloe vera, skincare, marketing mix, SEM

Abstract

The skincare sector has many prospects due to the growing public awareness of skin health. Indonesia's cosmetics industry grew by 20.6% between 2021 and 2022, according to data from the Food and Drug Supervisory Agency (BPOM). The XYZ skincare products, which originated in Pontianak City, West Kalimantan, and are derived from aloe vera, are among the most well-liked items from this trend. This study examined how the marketing mix impacted Pontianak City's purchases of O-degree products. Pontianak City was chosen for this study because it is a hub for aloe vera farming and is renowned for generating high-quality goods. The study's sample size was 100 customers aged 17 and older who had bought skincare products containing aloe vera at least twice in the previous six months. The factors influencing purchase decisions are assessed using the data analysis technique known as structural equation modeling (SEM). Product, pricing, location, and advertising were the characteristics that were being examined. The survey's results showed that most participants were female, between the ages of 21 and 25, working for a private company, college-educated, and making between Rp1,500,001 and Rp3,000,000. The product variable influenced consumers' buying decisions the most of the four factors analyzed. This is due to the distinctive worth and uniqueness of XYZ items, which are native Pontianak commodities. To improve buying decisions, entrepreneurs must focus more on improving product quality and maintaining the features that are the product's main draws. By enhancing product quality and giving local Pontianak products more prominence, XYZ is expected to be able to compete more successfully in the fiercely competitive skincare market.

Downloads

Download data is not yet available.

References

Arief, S. (2016). Pengaruh Bauran Pemasaran Terhadap Keputusan Konsumen Perawatan Kulit Pada Klinik Kecantikan DRM Skin Clinic di Makassar. Ad’ministrare, 3(2), 113–132. https://ojs.unm.ac.id/administrare/article/download/2572/1313

Badan Pengawas Obat dan Makanan Republik Indonesia. (2021). Laporan Tahunan 2021 Badan Pengawas Obat dan Makanan Republik Indonesia.

Darmayanti, N. P. D., Kawiana, I. G. P., & Suartina, I. W. (2022). Pengaruh Bauran Pemasaran dan Brand Trust Terhadap Keputusan Pembelian. Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 2(1), 258–270. https://ejournal.unhi.ac.id/index.php/widyaamrita/article/download/1787/1114

Di Leo, G., & Sardanelli, F. (2020). Statistical significance: p-value, 0.05 threshold, and applications to radio mics—reasons for a conservative approach. European Radiology Experimental, 4(1). https://doi.org/10.1186/s41747-020-0145-y

Elaıbı, H., Mutlag, F., & Kaream Al-Ebey, Z. (2023). A comprehensive review of Aloe vera: Multifaceted health benefits and anti-diabetic properties. ~ 14 ~ Journal of Research in Chemistry, 4(2), 14–21. www.chemistryjournal.net

Gunawan, A. A. (2016). Pengaruh Kompensasi Dan Disiplin Kerja Terhadap Kinerja Karyawan Pada Pt Gesit Nusa Tangguh. Jurnal Ilmiah Manajemen Bisnis Ukrida, 16(1), 98066. https://media.neliti.com/media/publications/98066-ID-pengaruh-kompensasi-dan-disiplin-kerja-t.pdf

Handayani, J., Deriawan, D., & Hendratni, T. W. (2020). Pengaruh Desain Produk terhadap Keputusan Pembelian dan Dampaknya pada Kepuasan Konsumen. Journal of Business and Banking, 10(1), 91. https://doi.org/10.14414/jbb.v10i1.2261

Hartati, A. S., Hurriyati, R., & Widjajanta, B. (2017). Gaya Hidup Konsumen Dalam Pengambilan Keputusan Pembelian. Journal of Business Management Education (JBME), 2(1), 57–64. https://doi.org/10.17509/jbme.v2i1.5981

Hasibuan, N., Yurmaini, Y., & Erliyanti, E. (2023). Pengaruh Perubahan Lingkungan Terhadap Kinerja Karyawan Pada Bank Syariah Indonesia. Expensive: Jurnal Akuntansi Dan Keuangan, 2(1), 136–148. https://doi.org/10.24127/exclusive.v2i1.3697

Indriastuty, N., Sukimin, S., & Chayrunina, S. (2023). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Masker Organik Albamask Pada Store Warzuqnishop Balikpapan. Jurnal GeoEkonomi, 14(1), 39–50. https://doi.org/10.36277/geoekonomi.v14i1.259

Izanah, A., & Widiartanto, W. (2020). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk Kosmetik Wardah (Studi Pada Mahasiswi Fisip Universitas Diponegoro). Jurnal Ilmu Administrasi Bisnis, 9(3), 259–267. https://doi.org/10.14710/jiab.2020.28076

Joshi, M., Korrapati, N. H., Reji, F., Hasan, A., & Kurudamannil, R. A. (2022). The Impact of Social Media on Skin Care : A Narrative Review. Lviv Clinical Bulletin, 1(37), 85–96. https://doi.org/10.25040/lkv2022.01-02.085

Kevin, A., Kusuma, C., Hertati, E., Fitriani, K. A., & Wirawan, V. (2018). Analisa Tren Skin Care Natural Terhadap Preferensi Konsumen. Indonesian Business Review, 1(1), 130–142. https://doi.org/10.21632/ibr.1.1.130-142

Kotler, P., & Keller, K. L. (2009). Management marketing. In Agrekon (14th ed., Vol. 11, Issue 1). Prentice Hall. https://doi.org/10.1080/03031853.1972.9523871

Maharani, D. riska, Kusmayati, N. kartika, & Wulansari, D. (2023). Dampak Kualitas dan Harga Terhadap Keputusan Pembelian Kaca di Surabaya. RISK : Jurnal Riset Bisnis Dan Ekonomi, 4(2), 176–185. https://doi.org/10.30737/risk.v4i2.4604

Michalak, M. (2023). Plant Extracts as Skin Care and Therapeutic Agents. International Journal of Molecular Sciences, 24(20). https://doi.org/10.3390/ijms242015444

Minerva, P. (2019). Penggunaan Tabir Surya Bagi Kesehatan Kulit. Jurnal Pendidikan Dan Keluarga, 11(1), 87. https://doi.org/10.24036/jpk/vol11-iss1/619

Mulianingsih, A. M., & Ambarwati, N. S. S. (2021). Pemanfaatan Lidah Buaya (Aloe vera) Sebagai Bahan Baku Perawatan Kecantikan Kulit. Jurnal Tata Rias, 11(1), 91–100. https://doi.org/10.21009/11.1.11.2009

Nasution, L. M. (2017). Statistik Deskriptif. Jurnal Hikmah, 14(1), 49–55.

Nazar, M. A. (2021). Pengaruh Informasi Produk Terhadap Efektivitas Keputusan Pembelian Melalui Efektivitas Digital Marketing Pada Pengguna Shopee. Jurnal Ilmu Manajemen (JIMMU), 6(2), 205–217. https://doi.org/10.33474/jimmu.v6i2.12462

Novita, W. O. D., Sujana, I. W., & Hasni. (2023). Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Skincare Wardah di Toko Liwanda. VALUE: Jurnal Ilmiah Manajemen, 1(2), 57–70. https://jurnal.fem.uniba-bpn.ac.id/index.php/geoekonomi/article/view/259/133

Orivia, A. I. (2023). Pengaruh Strategi Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen Produk Kosmetik Maybelline. Jurnal Bisnis Manajemen Dan Akuntansi, 3(2), 66–74. https://ojs.udb.ac.id/index.php/BISMAK/article/view/2931/2376

Putri, S., Kurniawan, D., & Pawiati, S. (2023). Pengaruh Bauran Pemasaran 7P Terhadap Keputusan Pembelian Pada Rumah Cantik Fazia Beauty. Journal of Trends Economics and Accounting Research, 4(2), 476–486. https://doi.org/10.47065/jtear.v4i2.1111

Rashid, J., Sabar, M. F., Gill, Z., Mustafa, U., Fatima, S., & Ashiq, S. (2023). Cosmeceuticals: the Bioactive Elements in New-Age Beauty Products. International Journal of Pharmacy & Integrated Health Sciences, 4(2), 70–82. https://doi.org/10.56536/ijpihs.v4i2.98

Ristanti, A., & Iriani, S. S. (2020). Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Konsumen Nature Republic di Surabaya. Jurnal Ilmu Manajemen, 8(3), 1026. https://doi.org/10.26740/jim.v8n3.p1026-1037

Saleh, A. H., Prihandoyo, C., & Indriastuty, N. (2023). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk Nirvana Beauty Sumberejo Balikpapan. Media Riset Ekonomi, 2(1). https://doi.org/https://doi.org/10.36277/mreko.v2i1.247

Sandra, N. A., Deriani, N. W., & Panjaitan, P. (2023). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Konsumen yang di Mediasi Oleh Minat Beli. Widya Manajemen, 5(2), 147–158. https://doi.org/10.32795/widyamanajemen.v5i2.4172

Shin, J. Y., Kim, J., Choi, Y.-H., Kang, N.-G., & Lee, S. (2021). Dexpanthenol Promotes Cell Growth by Preventing Cell Senescence and Apoptosis in Cultured Human Hair Follicle Cells. Current Issues in Molecular Biology, 43(3), 1361–1373. https://doi.org/10.3390/cimb43030097

Trenggonowati, D. L., & Kulsum, K. (2018). Analisis Faktor Optimalisasi Golden Age Anak Usia Dini Studi Kasus Di Kota Cilegon. Journal Industrial Services, 4(1), 48–56. https://doi.org/10.36055/jiss.v4i1.4088

Tyana, I. D., Widiharih, T., & Utami, I. T. (2023). Analisis Pengaruh Kualitas Pelayanan Terhadap Kepuasan Penumpang Brt Trans Semarang Menggunakan Partial Least Square (Pls) (Studi Kasus: Mahasiswa Universitas Diponegoro). Jurnal Gaussian, 11(4), 591–604. https://doi.org/10.14710/j.gauss.11.4.591-604

Wahyuni, N. (2020). Pengaruh Brand Ambassador dan Tagline Terhadap Keputusan Pembelian Nature Republic (Studi Pada Remaja Pengguna Kosmetik Nature Republic di Malang). http://etheses.uin-malang.ac.id/id/eprint/20199

Yuniarti, I. F., Novrikasari, N., & Misnaniarti, M. (2021). Pengaruh Kualitas Sistem, Kualitas Informasi, Kualitas Pelayanan pada Kepuasan Pengguna dan Dampaknya pada Manfaat Bersih (Penelitian terhadap Sistem Informasi Surveilans Penyakit Tidak Menular). Jurnal Epidemiologi Kesehatan Komunitas, 6(1), 161–180. https://doi.org/10.14710/jekk.v6i1.8003

ZAP. (2020). ZAP Beauty Index 2020. https://zapclinic.com/files/ZAP_Beauty_Index_Agustus_2019.pdf

Published

2024-12-21

How to Cite

Saputri, E. M., Dolorosa, E., & Fitrianti, W. (2024). Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Skincare Aloe Vera XYZ di Kota Pontianak. JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis Dan Ilmu Sosial Ekonomi Pertanian, 9(5), 472–480. https://doi.org/10.37149/jia.v9i5.1531

Issue

Vol. 9 No. 5 (2024)

Section

Articles
Digital Object Identifier
https://doi.org/10.37149/jia.v9i5.1531
Copyright & Licensing

Copyright (c) 2024 Eva Mulia Saputri, Eva Dolorosa, Wanti Fitrianti

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY-SA) 4.0 License that allows others to share the work with an acknowledgment of the work’s authorship initial publication in this journal.

Most read articles by the same author(s)