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Pengaruh Strategi Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen Produk Kosmetik Maybelline

Introduction

Pengaruh strategi bauran pemasaran terhadap keputusan pembelian konsumen produk kosmetik maybelline. Telusuri pengaruh strategi bauran pemasaran Maybelline (produk, harga, distribusi, promosi) terhadap keputusan pembelian konsumen. Studi kuantitatif ini menemukan produk & harga berpengaruh signifikan.

Abstract

Pendapatan produk kosmetik di Indonesia diperkirakan akan terus naik setiap tahunnya. Hal ini menjadi peluang menguntungkan untuk para perusahaan kosmetik salah satunya yaitu kosmetik Maybelline New York. Maybelline New York adalah merek kosmetik global nomor satu yang sudah ada sejak tahun 1915 yang menawarkan lebih dari 200 produk dan tersedia di lebih dari 129 negara di seluruh dunia. Tujuan penelitian ini adalah untuk mengetahui pengaruh produk, harga, distribusi dan promosi terhadap keputusan pembelian konsumen. Penelitian ini termasuk penelitian kuantitatif menggunakan analisis regresi linier berganda. Populasi penelitian berikut yaitu konsumen produk kosmetik Maybelline. Teknik pengambilan sampel menggunakan teknik purposive sampling dengan kriteria responden yaitu konsumen yang membeli produk kosmetik Maybelline selama 3 bulan terakhir yang berjumlah 105 responden. Pengumpulan data menggunakan kuisioner yang disebar secara online atau elektronik dengan media Google Form. Hasil penelitian menunjukkan bahwa produk dan harga berpengaruh signifikan terhadap keputusan pembelian konsumen. Hasil uji F menunjukkan secara simultan atau bersama-sama semua unsur dalam bauran pemasaran memberi pengaruh yang signifikan terhadap keputusan pembelian konsumen. Serta Uji R2 menunjukkan kemampuan bauran pemasaran untuk menerangkan pengaruhnya terhadap keputusan pembelian sebesar 0,521 atau 52,1% sedangkan sisanya sebesar 47,9% dapat diterangkan oleh variabel lain yang tidak diteliti.

Review

This study, titled "Pengaruh Strategi Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen Produk Kosmetik Maybelline," addresses a highly relevant topic within the rapidly expanding Indonesian cosmetics market. The research effectively aims to investigate the influence of the marketing mix elements—product, price, distribution, and promotion—on consumer purchasing decisions for Maybelline cosmetic products. Utilizing a quantitative approach with multiple linear regression analysis, the paper provides valuable insights into the factors driving consumer choices within this competitive sector, making a pertinent contribution to the understanding of consumer behavior in the context of a leading global cosmetic brand. The methodology employed, using purposive sampling with 105 Maybelline consumers in Indonesia, allows for a focused analysis of the specified target group. A key strength of the study lies in its clear identification of specific marketing mix elements as independent variables and purchase decision as the dependent variable. The findings reveal that product and price individually exert a significant influence on consumer purchasing decisions, which is a crucial insight for strategic marketing. Furthermore, the simultaneous test (F-test) confirms that all marketing mix elements collectively and significantly impact purchasing decisions. The R-squared value of 0.521 indicates that the marketing mix explains a substantial portion (52.1%) of the variance in purchase decisions, underscoring its practical implications for Maybelline's marketing strategies. While the study offers significant contributions, there are several areas for potential enhancement and future research. The reliance on purposive sampling and an online questionnaire, while practical, may introduce limitations regarding the generalizability and representativeness of the findings. Future research could explore the substantial 47.9% of unexplained variance by incorporating additional variables such as brand image, social media engagement, celebrity endorsements, personal values, or economic factors, which are highly influential in the cosmetics industry. Comparative studies involving other cosmetic brands or an expanded demographic scope could also provide richer insights. Furthermore, integrating qualitative methods could offer deeper understanding into the "why" behind consumer choices, complementing the quantitative findings and providing a more holistic view of consumer purchasing behavior in this dynamic market. Despite these suggestions, the paper provides a solid foundation for understanding marketing mix effectiveness in the Indonesian cosmetic market.

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