THE ANALYSIS OF MARKETING MIX (4Ps) INFLUENCES TOWARD CONSUMER PURCHASE DECISION (A CASE STUDY OF REVLON AT PASAR BARU, BEKASI)

Abstract

The competition in Cosmetic business between brands has become very tight. Because so many cosmetic company launch many variant types of cosmetic, and most of the product have the same variant of product. Revlon already existed around 80 years in cosmetic field and Revlon innovations bring Revlon to the one of famous brand. Revlon now has developed their products and strategy in attract new consumer. The research is to aim to analyze of influences of marketing mix 4Ps toward consumer purchase decision. The research is conducted in Pasar Baru, Bekasi, Indonesia. In this research, researcher uses questionnaire as the instrument. The research methodology that used in this research is quantitative research. By using marketing mix 4Ps, it is possible for researcher to identify what factor is the most influences in purchasing decision of Revlon cosmetic. Based on analysis of the result using marketing mix 4Ps, researcher found that in general the most influences factor in purchasing decision is price, place and promotion. Overall the other factors in marketing mix 4Ps have influences also towards the purchasing decision, but the most influence factors are price, place and promotion.