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Marketing Mix (4P) Analysis of Javanese Bridal Makeup Services at Anting Wulan Bridal StudioBased on Consumer Perceptions

Jurnal Penelitian Pendidikan · Vol. 43 No. 2 (2026) · hlm. 452–458

DOI
10.15294/jpp.v43i2.58888
ISSN
2580-4154, 2503-1260
Terbit
2026-10-10
Penerbit
Universitas Negeri Semarang
Bahasa
eng

Abstrak

One of the important parts of the beauty industry in Indonesia is bridal makeup servies, especially traditional Javanese bridal makeup. This makes the competition among makeup studio vendors very tight. In order to survive, companies need to create the right marketing strategy. The study aims to analyze the marketing of Javanese bridal makeup services at the Anting Wulan makeup studio reviewed from the 4P marketing mix which includes products, prices, place, and promotion. The research used a quantitative descriptive method with clients subject who had used Javanese bridal makeup services at the studio. Data was collected through questionnaires as main data on a likert scale and analyzed with descriptive statistics in the form of tables. The results of the study concluded that overall the implementation of marketing strategies was in the very good category with an average score of 89.25. The four aspects in the marketing mix (product, price, place, and promotion) are integrated and contribute significantly to forming positive perceptions and consumer satisfaction.

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Kurnia Rizkya Sang Saka MaharaniAfiliasi tidak diketahui1
Adhi KusumastutiAfiliasi tidak diketahui1
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Citra OktavikaAfiliasi tidak diketahui1
Alvin FadholiAfiliasi tidak diketahui1
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Sicilia SawitriAfiliasi tidak diketahui1
RORO HASINA AHMADAfiliasi tidak diketahui1
Siska NovitasariAfiliasi tidak diketahui1
KHOIROTUN NURIYAHAfiliasi tidak diketahui1
Amelia SetiawatiAfiliasi tidak diketahui1
Kayla Wulansari WijayaAfiliasi tidak diketahui1
Rhivo Essay Rama YuhermanAfiliasi tidak diketahui1
Retno Sri IswariState University of Semarang1
Siti FathonahAfiliasi tidak diketahui1
Rosidah RosidahAfiliasi tidak diketahui1
Bela Siska KristantiAfiliasi tidak diketahui1
Intan nur AiniAfiliasi tidak diketahui1
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Kathrina Rizky AnandaAfiliasi tidak diketahui1
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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/JPP/oai, pertama di-harvest 5 Nov 2026, terakhir terlihat 5 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Marketing Mix (4P) Analysis of Javanese Bridal Makeup Services at Anting Wulan Bridal StudioBased on Consumer Perceptions</dc:title>
	<dc:creator xml:lang="en">Prabowo, Devina Permatatika</dc:creator>
	<dc:creator xml:lang="en">Rachmawati, Rina</dc:creator>
	<dc:subject xml:lang="en">4P</dc:subject>
	<dc:subject xml:lang="en">Anting wulan</dc:subject>
	<dc:subject xml:lang="en">Javanese bridal</dc:subject>
	<dc:subject xml:lang="en">Makeup services</dc:subject>
	<dc:subject xml:lang="en">Marketing mix</dc:subject>
	<dc:description xml:lang="en">One of the important parts of the beauty industry in Indonesia is bridal makeup servies, especially traditional Javanese bridal makeup. This makes the competition among makeup studio vendors very tight. In order to survive, companies need to create the right marketing strategy. The study aims to analyze the marketing of Javanese bridal makeup services at the Anting Wulan makeup studio reviewed from the 4P marketing mix which includes products, prices, place, and promotion. The research used a quantitative descriptive method with clients subject who had used Javanese bridal makeup services at the studio. Data was collected through questionnaires as main data on a likert scale and analyzed with descriptive statistics in the form of tables. The results of the study concluded that overall the implementation of marketing strategies was in the very good category with an average score of 89.25. The four aspects in the marketing mix (product, price, place, and promotion) are integrated and contribute significantly to forming positive perceptions and consumer satisfaction.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2026-10-10</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">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/JPP/article/view/58888</dc:identifier>
	<dc:identifier>10.15294/jpp.v43i2.58888</dc:identifier>
	<dc:source xml:lang="en">Jurnal Penelitian Pendidikan; Vol. 43 No. 2 (2026): October 2026; 452-458</dc:source>
	<dc:source>2580-4154</dc:source>
	<dc:source>2503-1260</dc:source>
	<dc:source>10.15294/jpp.v43i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/JPP/article/view/58888/10840</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Jurnal Penelitian Pendidikan</dc:rights>
</oai_dc:dc>