COSMETIC PURCHASE DECISION THROUGH MARKETING MIX DETERMINATION

Abstract Economic developments and people's lifestyles direct companies to be smart in attracting customers and maintaining and developing the market for cosmetic products. This research aims to determine the decision to purchase cosmetics by determining the marketing mix. This study was designed using qualitative and quantitative methods, with descriptive and verification approaches. Data collection techniques through observation, interviews, and distributing questionnaires that have been tested for validity and reliability to 200 samples taken by proportional random sampling technique. Methods of data analysis using multiple linear regression analysis, correlation coefficient analysis, analysis of the coefficient of determination, and hypothesis testing. The results of the research show that the marketing mix variables simultaneously or partially influence purchasing decisions. It is recommended that cosmetic product packaging should be made brighter and simpler, increase sales outlets and increase the diversity of information sources. Keywords: Cosmetics, Marketing Mix, Purchasing Decisio