FACTORS THAT INFLUENCE PURCHASING DECISIONS FOR COSMETIC PRODUCTS AT GUARDIAN

Geovanni Nathania; Arry Widodo; Anita Silvianita; Nurafni Rubiyanti

Authors

Geovanni Nathania telkom university
Arry Widodo Telkom University
Anita Silvianita Telkom University
Nurafni Rubiyanti Telkom University

Keywords:

Purchase Decision, Factors, Guardian

Abstract

Indonesia's cosmetics industry has experienced significant growth in recent years, with an increase of 9.61% in 2021 and a CAGR increase of 5.81% in 2022-2027. This growth is due to the increasing demand for cosmetic products and services. Each beauty brand markets its products both online and offline. Offline, many beauty brands are capitalizing on opportunities by working with retail stores in Indonesia. This is because currently the retail industry in Indonesia is experiencing very rapid growth. one of these retail stores is Guardian. Guardian sells more than 10,000 health and beauty products. because of the many products sold at guardian, consumers are confused in determining the items they want to buy because there are many items that have the same function but different brands, so this makes it possible or many factors that influence consumers in making purchasing decisions This study was to determine the factors that influence purchasing decisions for cosmetic products at Guardian and to determine the most dominant factor in influencing purchasing decisions for cosmetic products at Guardian. By examining 14 factors, according to Kotler & Keller (2016), Kotler (2022), and Tjiptono (2017). To gather primary data, a questionnaire will be disseminated via Google Forms through social media platforms. The questionnaire will employ a Likert scale with four gradations, ranging from "Strongly Disagree" to "Strongly Agree," facilitating respondents in expressing their opinions and preferences regarding beauty product purchases at Guardian. Data analysis will utilize Partial Least Square (PLS) version 3.9, enabling researchers to examine and ascertain the factors exerting the greatest influence on beauty product purchasing decisions at Guardian outlets. Through this comprehensive methodology, the study endeavors to contribute valuable insights into consumer behavior in the beauty retail sector within the Indonesian market.

Downloads

Download data is not yet available.

References

Adi. (2020). Pengaruh Tampilan dan Kemampuan Komunikasi Personal Selling Sales Promotion Girl (SPG) Terhadap Keputusan Pembelian Konsumen. Jurnal Manajemen Pemasaran.

Adi, A. (2020). Jurnal Ekonomi, Publik dan Akuntansi (JEPA), Pengaruh Sales Promotion Girl dan Faktor Individu Terhadap Keputusan Pembelian Rokok Lucky Strike di Kota Makassar.

Al-Hafidz, M. P. (2022). Ini Dia Brand Skincare dan Makeup Lokal yang Paling Banyak Dipakai. https://www.marketeers.com/ini-dia-brand-skincare-dan-makeup-lokal-yang-paling-banyak-dipakai/

Al Hamasy, A. I. (2022). Industri Kecantikan Tanah Air Punya Prospek Bagus. Industri Kecantikan Tanah Air Punya Prospek Bagus. Industri Kecantikan Tanah Air Punya Prospek Bagus

Alma, B. (2016). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.

Amalia, L. N., Lestari, M. T., & Pamungkas, I. N. A. (2015). RESPON KONSUMEN TERHADAP STRATEGI PERSONAL SELLING MELALUI SALES PROMOTION GIRL SMARTPHONE SAMSUNG DI KOTA BANDUNG.

Anwar, M. S. (2022). Pengaruh Diskon Harga, Endorsement, Dan Viral Marketing Terhadap Keputusan Pembelian Di Tiktok Shop. https://eprints.walisongo.ac.id/id/eprint/18286/

Anwar, s. (2023). Pengaruh Tampilan dan Kemampuan Komunikasi Personal Selling Sales Promotion Girl Terhadap Keputusan Pembelian Konsumen. Skripsi, Universitas Islam Negeri Sultan Syarif Kasim Riau,.

Baskara. (2018). Strategi Pemasaran dalam Meningkatkan Penjualan Produk. Deepublish.

Dewi, & Kusumawati. (2018). Pengaruh Potongan Harga terhadap Keputusan Pembelian dan Kepuasan Pelanggan Bisnis Online. Seminar Nasional Ilmu Manajemen.

Dipayanti. (2018). Pengaruh Promosi Penjualan Dan Personal Selling Terhadap Keputusan Pembelian Konsumen Pada Pt. Giant Extra Pamulang. Jurnal Pemasaran Kompetitif.

Emina Cosmetics Official Store. (n.d.).

Fimela Reporter. (2023, October 11). Survei Menunjukkan 90% Perempuan Indonesia Pilih Brand Makeup Lokal. Fimela. Retrieved December 31, 2023, from https://www.fimela.com/beauty/read/5059290/survei-menunjukkan-90-perempuan-indonesia-pilih-brand-makeup-lokal

Firmansyah. (2018). Perilaku Konsumen. CV Pustaka Setia.

Firmansyah, & Nalurita. (2022). Pengaruh Potongan Harga dan Promosi terhadap Keputusan Pembelian Konsumen. Jurnal Manajemen dan Bisnis.

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Universitas Diponegoro.

Ginthing, R. B. (2021, 12 11). Pengaruh Personal Selling Dan Diskon Terhadap Keputusan Pembelian Produk Oriflame (Studi Kasus Mahasiswa Fakultas Ekonomi Universitas Katolik Santo Thomas Sumatera Utara). In Repository Universitas HKBP Nommensen. https://repository.uhn.ac.id/handle/123456789/5735

Ginting, R. B. (2021). Pengaruh Personal Selling Dan Diskon Terhadap Keputusan Pembelian Produk Oriflame (Studi Kasus Mahasiswa Fakultas Ekonomi Universitas Katolik Santo Thomas Sumatera Utara). https://repository.uhn.ac.id/handle/123456789/5735

Guardian. (n.d.). Guardian Indonesia.

Guardian Indonesia. (n.d.). Catalog Guardian Indonesia. Guardian Indonesia. https://www.guardianindonesia.co.id/catalog

Gujarati, D. N. (2006). Basic Econometrics (5 th ed.). McGraw-Hill/Irwin.

Hadinata, W. (2023). The Effect Of Personal Selling, Sales Promotion And Product Quality On The Purchase Decision Of Yuasa Brand Motor Battery At Pt Adidaya Karya Indotama Medan. Jurnal Ekonomi, 12(1). https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/1025

Hair, Ringle, & Sarstedt. (2020). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.

Hamid. (2023). The Role of Sales Promotion Girl on Purchase Intention. Journal of Retailing and Consumer Services.

Hurriyati, R. (2015). Pemasaran Strategik: Konsep, Implementasi, dan Pengendalian. Alfabeta.

Ilomata. (n.d.).

Ilomata,, & Aritonang. (2023). Pengaruh Kemampuan Komunikasi Personal Selling Sales Promotion Girl Terhadap Keputusan Pembelian Konsumen. nternational Journal of Trade and Commerce.

Jaya, P., Sutardi, & Susanti. (2022). Peran Sales Promotion Girl (SPG) dalam Meningkatkan Penjualan Produk (Studi Kasus di Toko Kosmetik X di Kota Bandung). Jurnal Manajemen dan Bisnis.

Jaya, P., Tiara, Y., & Mulyana, M. (2022). Peranan Sales Promotion Girl Pada Produk Wardah Beauty Care.

Keler. (2021). Marketing Management. Pearson Education.

Khairani, R. (2020). Pengaruh Merek, Harga, Personal Selling Terhadap Keputusanpembelian Produk Pocari Sweat Pada PT. Amerta Indah Otsuka Medan. Jurnal Manajemen, 6(1), 7. https://www.neliti.com/publications/470835/pengaruh-merek-harga-personal-selling-terhadap-keputusanpembelian-produk-pocari

Khairani, R., Laila, S., & Hutasoit, O. (2020). PENGARUH MEREK, HARGA, DAN PERSONAL SELLINGTERHADAP KEPUTUSANPEMBELIAN PRODUK POCARI SWEAT PADA PT. AMERTA INDAH OTSUKA MEDAN.

Kotler, & Amstrong. (2014). Prinsip-prinsip Pemasaran (13th ed.). Erlangga.

Kotler, & Armstrong. (2018). Principles of Marketing (17e-Global Edition). Pearson Education.

Kotler, & Armstrong. (2018). Prinsip-prinsip Pemasaran (17th ed.). Salemba Empat.

Kotler, & Keller. (2009). Marketing Management (13th ed.). Prentice Hall.

Kotler, & Keller. (2016). Marketing Management (15th ed.). Pearson Education.

Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip Pemasaran (12th ed.). Erlangga.

Kotler, P., & Keller, K. (Pearson Education). Marketing management (14th ed.). 2012.

Larasati, S. F. (2021). Pengaruh Kualitas Produk, Promosi Dan Potongan Harga Terhadap Keputusan Pembelian Produk Wardah Kosmetik (Studi Kasus Pada Keputusan Pembelian Produk Wardah Kosmetik Di Toko Eviaa Cosmetik Kartasura). Ekobis: Jurnal Ilmu Manajemen dan Akuntansi, 9(2). https://www.ejournal.uby.ac.id/index.php/ekobis/article/download/595/234

Lestari, S. I. P. (2018). Pengaruh Price Discount dan Bonus Pack terhadap Impulse Buying melalui Nilai Hedonik di Carrefour Surakarta.

Masloman, M.I.S., Tumbel, A.L., & Raintung, M.C. (2022). Pengaruh harga, kualitas produk, dan promosi terhadap keputusan pembelian konsumen pada produk mie instan di Kota Manado. Jurnal EMBA, 10.

Memon, Ting, Cheah, Ramayah, Chuah, & Cham. (2020). Sample size guidelines for survey research: Review and recommendations. Journal of Applied Structural Equation Modeling.

Mutia, A. (2022). Makin Meroket, Pendapatan Produk Kecantikan dan Perawatan Diri di RI Capai Rp111,83 Triliun pada 2022d. databooks. databoks.katadata.co.id

Mutiara, I., & Syahputra, S. (2018, Mei). Pengaruh Pengetahuan Produk Dan Produk Halal Terhadap Keputusan Pembelian Pada Produk Kecantikan Korea. JURNAL INDONESIA MEMBANGUN, 17(2), 1-13.

Noval, T. M. (2023). The Effect of Brand Image, Product Differentiation, Perceived Price and Personal Selling on Consumer Purchase Decisions on PT Immortal Cosmedika Indonesia Manado Area Products. European Journal Of Business Startups And Open Society, 3(6). https://www.inovatus.es/index.php/ejbsos/article/view/1831

Novita. (2023). Pengaruh Kemampuan Komunikasi Personal Selling Sales Promotion Girl Terhadap Keputusan Pembelian Konsumen. Skripsi, Universitas Muhammadiyah Sumatera Utara, Medan.

Nusaresearch. (2020). Laporan Tentang Makeup Routine.

Oktari, T. (2019). Efektivitas Promosi Melalui Sales Promotion Girl (SPG) pada Konsumen Rokok PT. Gudang Garam Pekanbaru dalam Meningkatkan Penjualan Rokok Ditinjau Menurut Ekonomi Syariah. https://repository.uin-suska.ac.id/27702/

Pahlevi, R. (2022, September). Kebanyakan Perempuan Indonesia Lebih Suka Pakai Kosmetik Lokal. databoks.katadata.co.id

Pamungkas. (2016). Pemasaran. Deepublish.

Poernomo, W. (2022). Analysis of the Influence of Brand, Service, Image, Sales Promotion Staff, and Sales Discounts on Home LivingProduct Purchase Decisions at USUPSO Galaxy Mall Surabaya. International Journal of Entrepreneurship and Business Development, 5(6). https://jurnal.narotama.ac.id/index.php/ijebd/article/view/2063

Poerwadarminta, W.J.S. (2017). Kamus Umum Bahasa Indonesia (4th ed.). Balai Pustaka.

Prasetya, Irawan, & Sulistyo. (2019). Perilaku Konsumen. Deepublish.

Puspitasari, D. M. (2023). Pengaruh kualitas produk, diskon harga, dan promosi terhadap keputusan pembelian. Fair Value : Jurnal Ilmiah Akuntansi dan Keuangan, 5(6), 2723. https://journal.ikopin.ac.id/index.php/fairvalue/article/download/2852/2497/13604

Rahayu. (2019). Pengaruh Strategi Promosi Penjualan Terhadap Keputusan Pembelian Konsumen. Jurnal Manajemen dan Akuntans.

Ridwan, M., & Yolanda, G. (2023, Maret). Marketing Sales Promotion Girl Perspektif Etika Bisnis Islam.

Riyanto, S., & Hatmawan, A. A. (2020). Metode Riset Penelitian Kuantitatif Penelitian di Bidang Manajemen, Teknik, Pendidikan dan Eksperimen. Deepublish.

Saputra, R. A. (2019). Pengaruh Sales Promotion, Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian Produk Di DBL Store. https://repository.stiesia.ac.id/id/eprint/919/8/FULL%20TEXT%20SKRIPSI.pdf

Saputra, R. R. (2022). Inews.id. Infografis 10 Kota Terpadat di Indonesia Artikel ini telah tayang di regional.inews.id dengan judul " Infografis 10 Kota Terpadat di Indonesia.

Siallagan, A., & Kasih, A. P. (2023, 1 18). Biaya Hidup Mahasiswa di Bandung dan Jakarta, Ini Kisaran Per Bulan.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Sujarweni. (2018). Metode Penelitian Bisnis. Pustaka Baru Press.

Sujarweni. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung. Alfabeta.

Surapati, U. (2023). Relationship Between Consumer Behavior, Discounts And Purchase Decision. International Journal of Economics, Business and Accounting Research, 4(1). https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/949

Suryani, I. (2021). Effect of Sales Promotion on Purchasing Decisions. Ilomata International Journal of Tax and Accounting, 2(2). https://www.ilomata.org/index.php/ijtc/article/view/216

Suyonto, D. (2015). Strategi Pemasaran: Konsep, Implementasi, dan Pengendalian. CAPS.

Syalendra, N. N. (2019). Pengaruh Personal Selling Terhadap Keputusan Pembelian. https://dspace.uc.ac.id/handle/123456789/2777

Tanady, & Fuad. (2020). Analisis pengaruh citra merek dan kualitas layanan terhadap keputusan pembelian Tokopedia di Jakarta. Jurnal Manajemen, 23.

Titing, Soepandi, & Mulyadi. (2022). Pengaruh Potongan Harga, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian Konsumen pada Produk Minuman Ringan di Kota Bandung. Jurnal Manajemen dan Bisnis.

Trisliatanto, A. (2019). Metode Penelitian Kuantitatif dan Kualitatif. CV Budi Utama.

Triwijanarko, R. (2018, October 8). Diskon dan Cashback Jadi Alasan Konsumen Suka Belanja Online. Marketeers.

Widodo. (2017). Metodologi Penelitian Populer & Praktis. Rajawali Pers.

Winardi. (1991). Marketing Dan Perilaku Konsumen. Mandar maju.

Wirakanda, G. G. (2020). Pengaruh Sales Promotion terhadap Keputusan Pembelian (Studi Kasus di Blibli.com). Jurnal Bisnis dan Pemasaran, 10(1), 1. https://ejurnal.poltekpos.ac.id/index.php/promark/article/view/718

Yusuf. (2021). Analisis pengaruh promosi, harga, dan citra merek terhadap keputusan pembelian pada situs e-commerce Zalora di Jakarta. Jurnal UMK, 3(2).