FAKTOR-FAKTOR BAURAN PEMASARAN, YANG MEMPENGARUHI KEPUTUSAN KONSUMEN UNTUK MEMBELI PRODUK KOSMETIK ORIFLAME

Erika Dwi Koestanti

Abstract


Oriflame cosmetics products is one of beauty products that is increasingly popular with the public as much in terms of ease of use. Oriflame is a cosmetic product that is affordable, easy to obtain and long-lasting nature. With the increasing number of cosmetic products on the market, it will provide flexibility for consumers to choose a brand in accordance with consumers wishes. Therefore, companies need to analyze consumer behavior for each cosmetic product in order to determine their purchasing patterns for many brands of cosmetic products in the market. This will encourage companies to compete for potential customers through a variety of appropriate strategies, such as changing the packaging color, aroma, promotions and prices. Further, for the manufacturer distributes its products to the consumer market so that the product is acceptable according to what the customer wants. The purpose of this study is to determine the factors affecting customers decision to buy Oriflame cosmetics. The approach used in this study is a quantitative research using multiple linear regression analysis. The number of samples taken is 100 with incidental sampling technique and using a Likert scale questionnaire method to obtain the data. The unit of analysis is all the user of Oriflame cosmetics. The results showed that product and place do not significantly influence the consumer's decision to buy Oriflame cosmetics. While the price and promotion variables influence the consumer's decision to buy Oriflame cosmetics significantly. Thus, the most important variables for the consumer's decision to buy Oriflame cosmetics are price and promotion.


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