The Influence of Marketing Mix on Skincare Purchase Decisions on Shopee in Ampana City

Masita Dj. Piyohu; Rosida P. Adam; Syamsul Bahri Dg Parani

doi:10.59890/ijssi.v3i2.3048

Authors

Masita Dj. Piyohu Universitas Tadulako
Rosida P. Adam Tadulako University
Syamsul Bahri Dg Parani Tadulako University

DOI:

https://doi.org/10.59890/ijssi.v3i2.3048

Keywords:

Marketing Mix, Product, Price, Place, Promotion, Purchasing Decision

Abstract

This research seeks to ascertain and analyze: (1) the significant influence of the marketing mix consisting of product, price, place, promotion on skincare purchasing decisions on Shopee (2influence of the product on decisions to buy skincare products on Shopee (3) the influence of price on skincare purchasing decisions on Shopee (4) the influence of place on skincare purchasing decisions on Shopee (5) the influence of promotion on purchasing decisions on Shopee. Quantitative research is the methodology employed. The population of this study is the entire general public who have purchased skincare on Shopee. The sampling technique in this study employed a sample size of 75 respondents using purposive sampling. data gathering through the use of an online survey that has undergone validity and reliability testing. Multiple linear regression analysis is used in the analytical process.. The results of the study show that (1) the marketing mix consisting of product, price, place, promotion has a simultaneous effect on the decision to purchase skincare on Shopee (2) the product has a partial effect on the decision to purchase skincare on Shopee (3) the price has a partial effect on the decision to purchase skincare on Shopee (4) the place has a partial effect on the decision to purchase skincare on Shopee (5) promotion has a partial effect on the decision to purchase skincare on Shopee

References

Areros, W. A., & Tamengkel, L. F. (2022). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Minuman Kopi Verel Bakery & Coffee. 3(1), 36–40.

Aunillah, N., & Himawan, A. F. I. (2023). Pengaruh E-Commerce Shopee, Kualitas Produk dan Variasi Produk Terhadap Keputusan Pembelian Produk Snack. Master: Jurnal Manajemen Dan Bisnis Terapan, 2(2), 108. https://doi.org/10.30595/jmbt.v2i2.15254

Aviny, P., & Aulia, S. (2023). Pengaruh Bauran Pemasaran terhadap Perilaku Konsumtif ( Studi Kasus Brand Maybelline di Shopee pada Dewasa Awal ). 171–178.

Budhi, G. S. (2016). ANALISIS SISTEM E-COMMERCE PADA PERUSAHAN JUAL-BELI ONLINE LAZADA INDONESIA. Elinvo (Electronics, Informatics, and Vocational Education), 1(2), 78–83. https://doi.org/10.21831/elinvo.v1i2.10880

Darmansah, & Yosepha. (2020). Aprillia Darmansah 1 , Sri Yanthy Yosepha 2. 1(1), 15–30.

Dr. Rosida Panuki Adam et al. (n.d.). Dr. Rosida Panuki Adam., S.E., M.P Dr. Ir. Anwar T, S.T., M.M., IPM., ASEAN Eng Ir. Unan Yusmaniar Oktiawati, Ph. D.

Ekasari, S., Yusi Faizathul Octavia, Y. R. Satato, Ratnawita, & Putri Ekaresty Haes. (2023). The Impact Analysis of E-Commerce Usage on Behavior Changes of Shopee Customers in Indonesia. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(5), 1781–1786. https://doi.org/10.35870/jemsi.v9i5.1476

Eri Mardiani, & Utami, E. Y. (2023). The Role of Online Education in Encouraging Employee Empowerment in the Digital Era: A Study on E-commerce companies. West Science Business and Management, 1(04), 255–263. https://doi.org/10.58812/wsbm.v1i04.209

Felix, A., & Rembulan, G. D. (2023). Analysis of Key Factors for Improved Customer Experience, Engagement, and Loyalty in the E-Commerce Industry in Indonesia. Aptisi Transactions on Technopreneurship (ATT), 5(2sp), 196–208. https://doi.org/10.34306/att.v5i2sp.350

Haryanto, M., Sari, N., Muh, S., Anshar, A., & Hatta, M. (2022). YUME : Journal of Management Pengaruh Bauran Pemasaran Terhadap Peningkatan Volume Penjualan. 5(1), 222–237. https://doi.org/10.37531/yume.vxix.436

Khusnul Khotimah, M. J. (2021). No Title. Manajemen, volume 7(MENGUJI MARKETING MIX 7P TERHADAP KEPUTUSAN PEMBELIAN SHOPEE DI SUKOHARJO), 4.

Klapper, D., & Doganoglu, T. (2006). Product Variety and Competitive Pricing in Consumer Goods Markets. Marketing ZFP, 28(JRM 1), 5–13. https://doi.org/10.15358/0344-1369-2006-JRM-1-5

Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2020). Principles of Marketing Eighth Europe Edition. In Pearson education ltd (Issue 8th edition).

Leonardo, B. R., Wenas, R. S., Poluan, J. G., Di, P., Shopee, M., Saat, P., Studi, P. C.-, Wenas, R. S., Manajemen, J., & Ekonomi, F. (2021). PENGARUH KUALITAS PRODUK , PROMOSI DAN HARGA TERHADAP KEPUASAN PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNSRAT ) THE INFLUENCE OF PRODUCT , PROMOTIONS AND PRICES ON CUSTOMER SATISFACTION IN THE SHOPEE MARKETPLACE DURING THE COVID-19 PANDEMIC ( STUDIES ON STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS UNSRAT ) Jurnal EMBA Vol. 9 No. 3 Juli 2021 , Hal. 1721—1730. 9(3), 1721–1730.

Najib, R. G., Dewi, R. S., & Suryoko, S. (2022). Pengaruh Kualitas Produk dan E-Service Quality terhadap Kepuasan Pelanggan (Studi pada Konsumen Lazada di Semarang). Jurnal Ilmu Administrasi Bisnis, 11(2), 347–358. https://doi.org/10.14710/jiab.2022.34731

Rachmad, Y. E. (2024). Social Media Marketing Mediated Changes in Consumer Behavior from E-Commerce to S-Commerce at Tokopedia, Lazada, Shopee, Blibli Com, and Bukalapak. https://doi.org/10.17605/OSF.IO/TFH7G

Roz, I. A. (2021). PENGARUH HARGA, KERAGAMAN PRODUK, KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE. Ilmu Dan Riset Manajemen, 3.

Saripudin, S., Pahlevi, F., Putra, A. utra, Zidane, A., Fitri, nila, & Mariawasi, I. (2024). Exploring the best e-commerce in Indonesia: In-depth analysis of price security user-friendliness product availability and promotions in determining the leading platform. New Applied Studies in Management, Economics and Accounting, 7(1). https://doi.org/10.22034/nasmea.2024.180194

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif.

Sugiyono. (2018). Metode Penelitian Kuantitatif.

Sutrisna, D. A. A., & Rahwana, K. A. (2021). Analisis biaya produksi berdasarkan biaya bahan baku dan biaya tenaga kerja langsung. 3(1), 11–17.

Wardani, R. K., & Manalu, M. (2021). Pengaruh Marketing Mix Terhadap Keputusan Pembelian PadaMarketplace Shopee. Intelektiva, 3(4), 86–95.

Wikantari, M. A. (2022). The Effect of Social Media Marketing on Purchase Decisions Moderated by Product Quality. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 5(2), 673–687. https://doi.org/10.31538/iijse.v5i2.2149

Yahya, M. Z., & Sukandi, P. (2022). KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE ( Studi Kasus Pengguna Marketplace Shopee Masyarakat Kota Bandung ). 20(1), 623–635.