The Influence of the Marketing Mix and Buyer Characteristics on Halal Cosmetics Purchase Decisions in Palembang City

Diah Isnaini Asiati; Vivi Fitriani

doi:10.55927/fjmr.v5i7.156

Authors

Diah Isnaini Asiati Muhammadiyah University of Palembang
Vivi Fitriani Muhammadiyah University of Palembang

DOI:

https://doi.org/10.55927/fjmr.v5i7.156

Keywords:

Marketing Mix, Buyer Characteristics, Halal Cosmetics, Purchase Decisions, Consumer Behavior

Abstract

The growth of the halal cosmetics market highlights the need to understand the marketing and consumer-related factors influencing purchase decisions. This study examines the effects of the marketing mix, comprising product, price, distribution, and promotion, and buyer characteristics, represented by knowledge and lifestyle, on halal cosmetics purchase decisions in Palembang City. A quantitative associative approach was employed, involving 100 respondents selected through purposive sampling. Primary data were collected using questionnaires and analyzed through multiple linear regression. The results indicate that the marketing mix and buyer characteristics simultaneously have a significant effect on purchase decisions. Partially, product, distribution, knowledge, and lifestyle have significant effects, whereas price and promotion do not. These findings emphasize the importance of product strategy, distribution, consumer education, and lifestyle-based segmentation in halal cosmetics marketing.

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