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Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Skincare Aloe Vera XYZ di Kota Pontianak

JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian · Vol. 9 No. 5 (2024) · pp. 472–480

DOI
10.37149/jia.v9i5.1531
ISSN
2527-273X
Published
2024-12-21
Publisher
Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

The skincare sector has many prospects due to the growing public awareness of skin health. Indonesia's cosmetics industry grew by 20.6% between 2021 and 2022, according to data from the Food and Drug Supervisory Agency (BPOM). The XYZ skincare products, which originated in Pontianak City, West Kalimantan, and are derived from aloe vera, are among the most well-liked items from this trend. This study examined how the marketing mix impacted Pontianak City's purchases of O-degree products. Pontianak City was chosen for this study because it is a hub for aloe vera farming and is renowned for generating high-quality goods. The study's sample size was 100 customers aged 17 and older who had bought skincare products containing aloe vera at least twice in the previous six months. The factors influencing purchase decisions are assessed using the data analysis technique known as structural equation modeling (SEM). Product, pricing, location, and advertising were the characteristics that were being examined. The survey's results showed that most participants were female, between the ages of 21 and 25, working for a private company, college-educated, and making between Rp1,500,001 and Rp3,000,000. The product variable influenced consumers' buying decisions the most of the four factors analyzed. This is due to the distinctive worth and uniqueness of XYZ items, which are native Pontianak commodities. To improve buying decisions, entrepreneurs must focus more on improving product quality and maintaining the features that are the product's main draws. By enhancing product quality and giving local Pontianak products more prominence, XYZ is expected to be able to compete more successfully in the fiercely competitive skincare market.

Keywords

Collaboration network of the authors

15 authors · 31 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Marisi AritonangAffiliation unknown3
Maswadi MaswadiAffiliation unknown2
Novira KusriniAffiliation unknown2
Anita SuharyaniAffiliation unknown2
Zusnita AnggrainiAffiliation unknown2
Ayu SafitriUniversitas Halu Oleo1
Qohhaarudin Barokah TrisbyonoAffiliation unknown1
Fany Depita JuliantiAffiliation unknown1
Crysiani CrysianiAffiliation unknown1
Ayuni AyuniAffiliation unknown1
sukirno sukirnoAffiliation unknown1
Yopiana YopianaAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ejournal.agribisnis.uho.ac.id/index.php/JIA/oai, first harvested 4 Nov 2026, last seen 4 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Skincare Aloe Vera XYZ di Kota Pontianak</dc:title>
	<dc:creator>Saputri, Eva Mulia</dc:creator>
	<dc:creator>Dolorosa, Eva</dc:creator>
	<dc:creator>Fitrianti, Wanti</dc:creator>
	<dc:subject xml:lang="en-US">aloe vera</dc:subject>
	<dc:subject xml:lang="en-US">skincare</dc:subject>
	<dc:subject xml:lang="en-US">marketing mix</dc:subject>
	<dc:subject xml:lang="en-US">SEM</dc:subject>
	<dc:description xml:lang="en-US">The skincare sector has many prospects due to the growing public awareness of skin health. Indonesia's cosmetics industry grew by 20.6% between 2021 and 2022, according to data from the Food and Drug Supervisory Agency (BPOM). The XYZ skincare products, which originated in Pontianak City, West Kalimantan, and are derived from aloe vera, are among the most well-liked items from this trend. This study examined how the marketing mix impacted Pontianak City's purchases of O-degree products. Pontianak City was chosen for this study because it is a hub for aloe vera farming and is renowned for generating high-quality goods. The study's sample size was 100 customers aged 17 and older who had bought skincare products containing aloe vera at least twice in the previous six months. The factors influencing purchase decisions are assessed using the data analysis technique known as structural equation modeling (SEM). Product, pricing, location, and advertising were the characteristics that were being examined. The survey's results showed that most participants were female, between the ages of 21 and 25, working for a private company, college-educated, and making between Rp1,500,001 and Rp3,000,000. The product variable influenced consumers' buying decisions the most of the four factors analyzed. This is due to the distinctive worth and uniqueness of XYZ items, which are native Pontianak commodities. To improve buying decisions, entrepreneurs must focus more on improving product quality and maintaining the features that are the product's main draws. By enhancing product quality and giving local Pontianak products more prominence, XYZ is expected to be able to compete more successfully in the fiercely competitive skincare market.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2024-12-21</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/1531</dc:identifier>
	<dc:identifier>10.37149/jia.v9i5.1531</dc:identifier>
	<dc:source xml:lang="en-US">JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian; Vol. 9 No. 5 (2024); 472 - 480</dc:source>
	<dc:source>2527-273X</dc:source>
	<dc:source>10.37149/jia.v9i5</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/1531/300</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2024 Eva Mulia Saputri, Eva Dolorosa, Wanti Fitrianti</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>