Pengaruh beauty influencer dan perceived price fairness terhadap keputusan pembelian produk skincare produk skincare wardah

Kusumajaya, Bryan Nicholas (2023) Pengaruh beauty influencer dan perceived price fairness terhadap keputusan pembelian produk skincare produk skincare wardah. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri skincare merupakan industri dengan strategi pemasaran yang dinamis di Indonesia. Kesuksesan produk skincare dipengaruhi oleh beberapa faktor yang didalamnya terdapat Beauty Influencer dan Perceived Price Fairness. Penelitian ini dilakukan untuk menguji hubungan antara 2 faktor ini dengan keputusan pembelian produk skincare. Berdasarkan penelitian yang dilakukan, didapati bahwa 2 faktor ini berdampak positif terhadap penjualan produk skincare.Wardah dituntut untuk terus berinovasi baik secara produk dan pemasaran yang dilakukan. Salah satu pemasaran yang dilakukan oleh Wardah adalah dengan menggunakan Beauty Influencer, dimana berdasarkan Indonesia Fashion Week (IFW) 2023 Wardah bekerja sama dengan beberapa Beauty Influencer ternama di tanah air diantaranya Kiara Leswara, Hepi David, Yulia Fazrin, Risma Bianca, dan Sari Putri. Penelitian ini menggunakan pendekatan kuantitatif dengan melakukan survei kepada responden yang merupakan konsumen produk skincare. Data yang terkumpul akan dianalisis secara statistik untuk mengidentifikasi hubungan antara Beauty Influencer, Perceived Price Fairness, dan keputusan pembelian produk skincare. Temuan dari penelitian ini dapat memberikan wawasan berharga bagi perusahaan dalam mengembangkan strategi pemasaran yang lebih efektif, meningkatkan kepuasan konsumen, dan meningkatkan kinerja penjualan produk skincare. Hasil penelitian ini akan sangat berguna bagi influencer dan perusahaan skincare dalam mengembangkan dan mengimplementasikan strategi pemasaran yang efektif dan efisien dengan menggunakan Beauty Influencer dan Perceived Price Fairness yang dapat meningkatkan penjualan, daya tarik, kepercayaan danloyalitas terhadap merek./The skincare industry is a dynamic marketing sector in Indonesia. The success of skincare products is influenced by various factors, among which are Beauty Influencer and Perceived Price Fairness. This study aims to examine the relationship between these two factors and the purchasing decisions of skincare products. Based on the conducted research, it was found that both factors positively impact the sales of skincare products. Wardah is compelled to continuously innovate in both product development and marketing strategies. One of the marketing strategies employed by Wardah is the use of Beauty Influencers. According to Indonesia Fashion Week (IFW) 2023, Wardah collaborated with renowned Beauty Influencers in the country, including Kiara Leswara, Hepi David, Yulia Fazrin, Risma Bianca, and Sari Putri. This research adopts a quantitative approach by conducting surveys among respondents who are consumers of skincare products. The gathered data will be statistically analyzed to identify the relationships between Beauty Influencer, Perceived Price Fairness, and purchasing decisions for skincare products. The findings from this research can provide valuable insights for companies to develop more effective marketing strategies, enhance consumer satisfaction, and improve the sales performance of skincare products. The results of this study will be highly beneficial for influencers and skincare companies in developing and implementing efficient marketing strategies using Beauty Influencers and Perceived Price Fairness to boost sales, attraction, brand trust, and loyalty.

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