THE ANALYSIS OF MARKETING MIX TOWARDS CUSTOMER PURCHASE DECISION OF JABABEKA (CASE STUDY OF NEXCARE ACNE COVER)

Abstract

Acne problem in Indonesia become one of the main important issue related skin care category, especially when it comes to teenagers. Most of the young adult feels not confident when it comes to discuss about acne problem, this research is drive from the curiosity of the researcher about how Nexcare Acne Cover could solve the problem and how customer in Jababeka react in terms of purchase decision. The researcher take marketing mix as the tool for analyzing the purchase decision of the customer in Jababeka toward Nexcare Acne Cover. Marketing Mix are the set of tactical marketing tools which comprise of Price, Products, Place and Promotion that the firm blends to product the response it wants in the target market. This research proposed to analyze the marketing mix towards customer purchase decisions of Nexcare Acne Cover in Jababeka. The purpose of this research is to analyze the influence of marketing mix (product, price, place, and promotion) partially and simultaneously towards customer purchase decision. The research use quantitative method with multiple regression analysis (T-test, F-test, and Coefficient of Determination) to analyze the data collected from questionnaire spread to Jababeka respondents. The results shows that there is no significance influence of Price variable towards the Customer Purchase Decision, only Product, Place and Promotion that give significant influence towards the Customer Purchase Decision. However, all of the variables in marketing mix shows positive impact towards the customer purchase decision. Therefore, Price is still important factors for Customer Purchase Decision.