Abstract:
Cosmetics as beauty products are goods that are often selected and purchased by consumers by comparing with other product brands, with a look at the price, quality and design of its products. Therefore, in order to offer products to meet customer expectations and have a greater value than its competitors, the manufacturers need to pay attention to the mix of products that are elements considered important by consumers to base the purchase decision. The purpose of this study was to determine the effect of the product, price, place and promotion on purchase decisions. The population in this study were all the people who bought The Body Shop cosmetics Pekanbaru. The samples in this study were 100 people who buy The Body Shop cosmetics Pekanbaru taken by purposive sampling with sample selection using sampling techniques accidential. Data collection through a questionnaire. The test results prove that all of the variables t and promotional products have a significantly positive effect on the variable purchase decision, while variable rates have a negative and significant influence on the decision variables. For variables where the obtained results are not significant influence on the purchase decision variables. And obtained the coefficient of determination (adjusted R2) of 0.336. This means that donations are influences of marketing mix (Product, Price, Place and Promotion) on Consumer Purchase Decisions at The Body Shop Cosmetic Products Pekanbaru simultaneously amounted to 33.6%. While the remaining 66.4% is influenced by other variables not included in this model.
