PENGARUHA BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH DENGAN GAYA HIDUP KONSUMTIF SEBAGAI VARIABEL MODERASI

Abstract

Cosmetic products are increasingly becoming the needs of community, especially women. Related to the application of marketing strategies in Wardah cosmetics, it is inseparable from the existing marketing mix and consumptive lifestyle. This study aims to determine the factors that influence purchasing decisions (Y) wardah cosmetics with marketing mix (X) and consumptive lifestyle (Z) as a moderating variable. This research uses quantitative approach with causal design and uses research design with survey techniques. The population of this study is Wardah cosmetics consumers in retail outlets or large cosmetic outlets in the city of Madiun, amounting to 320 people. The sample size is determined by the Isaac and Michael tables using a confidence level of 90%, obtained as many as 150 people. The sampling technique uses purposive sampling. The instrument of this study was questionnaire that had tested its validity and reliability. The data analysis technique used in this study is the Moderated Regression Analysis (MRA) Analysis technique with the help of Software Packafe for Social Science (SPSS). SPSS MRA Test results show that all values are significant or <0.05, which means the consumptive lifestyle (Z) is moderating variable with a quasi-moderator or pseudo moderation type. Based on the results of the t-test on research proves that the marketing mix has a positive and significant effect on purchasing decisions, the Consumptive Lifestyle also has a positive and significant effect on purchasing decisions. The Consumptive Lifestyle is able to moderate the marketing mix on the purchasing decisions of wardah cosmetics in Madiun City.

Keywords: Marketing Mix, Purchasing Decision, Cinsumptive Lifestyle