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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) · pp. 452–458

DOI
10.15294/jpp.v43i2.58888
ISSN
2580-4154, 2503-1260
Published
2026-10-10
Publisher
Universitas Negeri Semarang
Language
eng

Abstract

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.

Keywords

Collaboration network of the authors

40 authors · 86 co-authorship links · showing the 40 most connected

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

  • State University of Semarang
  • Padjadjaran University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Wulansari PrasetyaningtyasAffiliation unknown2
Aminudin AfandhiAffiliation unknown2
Muhammad Akhid Syib’liAffiliation unknown2
Kurnia Rizkya Sang Saka MaharaniAffiliation unknown1
Adhi KusumastutiAffiliation unknown1
Zidny NafilaAffiliation unknown1
Citra OktavikaAffiliation unknown1
Alvin FadholiAffiliation unknown1
Himmatul UlyaAffiliation unknown1
Musdalifah MusdalifahAffiliation unknown1
Sicilia SawitriAffiliation unknown1
RORO HASINA AHMADAffiliation unknown1
Siska NovitasariAffiliation unknown1
KHOIROTUN NURIYAHAffiliation unknown1
Amelia SetiawatiAffiliation unknown1
Kayla Wulansari WijayaAffiliation unknown1
Rhivo Essay Rama YuhermanAffiliation unknown1
Retno Sri IswariState University of Semarang1
Siti FathonahAffiliation unknown1
Rosidah RosidahAffiliation unknown1
Bela Siska KristantiAffiliation unknown1
Intan nur AiniAffiliation unknown1
Diva Maharani PutriPadjadjaran University1
Vidia Dwi AnjaniAffiliation unknown1
Anggita Astiyanti PutriAffiliation unknown1
Kathrina Rizky AnandaAffiliation unknown1
Dwi Nugroho SusantoAffiliation unknown1
Sita NurmasitahAffiliation unknown1
Anugrah Sabila PratiwiAffiliation unknown1
Sania Dwi AndiniAffiliation unknown1
Diana PangestututiAffiliation unknown1
Nabila HusnannisaAffiliation unknown1
Nanik YulianisAffiliation unknown1
Fajar SetyowatiAffiliation unknown1
Ifa NurhayatiAffiliation unknown1
Godham Eko SaputroAffiliation unknown1
Riska Widiya NingsihAffiliation unknown1
Frisca PriscilliaAffiliation 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://journal.unnes.ac.id/journals/JPP/oai, first harvested 5 Nov 2026, last seen 8 Nov 2026.
Original metadata (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>
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