4P MARKETING MIX AND PURCHASE INTENTION OF HIMALAYA SKINCARE: THE ROLE OF BRAND IMAGE

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran atau marketing mix 4P (product, price, place, dan promotion) terhadap purchase intention dengan brand image sebagai variabel mediasi pada produk skincare Himalaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 264 responden. Analisis data dilakukan menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa variabel product (? = 0,187; p < 0,05), price (? = 0,258; p < 0,001), dan promotion (? = 0,172; p < 0,05) berpengaruh positif dan signifikan terhadap purchase intention, sedangkan place tidak berpengaruh signifikan (? = 0,062; p > 0,05). Terhadap brand image, variabel price (? = 0,356; p < 0,001), place (? = 0,226; p < 0,001), dan promotion (? = 0,322; p < 0,001) berpengaruh signifikan, sementara product tidak. Namun demikian, brand image tidak berpengaruh signifikan terhadap purchase intention (? = 0,077; p > 0,05) serta tidak mampu memediasi hubungan antar variabel. Model mampu menjelaskan sebesar 51,3% variasi brand image dan 30,8% variasi purchase intention. Temuan ini menunjukkan bahwa purchase intention konsumen dalam konteks skincare berbasis alami lebih dipengaruhi oleh faktor fungsional dan nilai dibandingkan faktor simbolik seperti brand image.

This study aims to analyze the influence of the 4P marketing mix (product, price, place, and promotion) on purchase intention, with brand image as a mediating variable in the context of Himalaya skincare products. This research adopts a quantitative approach using a survey method, with data collected from 264 respondents. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that product (? = 0.187; p < 0.05), price (? = 0.258; p < 0.001), and promotion (? = 0.172; p < 0.05) have a significant positive effect on purchase intention, while place does not show a significant effect (? = 0.062; p > 0.05). Furthermore, price (? = 0.356; p < 0.001), place (? = 0.226; p < 0.001), and promotion (? = 0.322; p < 0.001) significantly influence brand image, whereas product does not. However, brand image does not significantly affect purchase intention (? = 0.077; p > 0.05) and fails to mediate the relationship between marketing mix variables and purchase intention. The model explains 51.3% of the variance in brand image and 30.8% in purchase intention. These findings indicate that consumer purchase intention in the natural skincare context is primarily driven by functional and value-based factors rather than symbolic perceptions such as brand image.