Marketing Strategies from the Consumer’s Perspective Affecting Purchase Decision of Schizophyllum Commune Extract Skincare Products
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Abstract
This study aims to investigate the levels of consumers’ perspectives regarding marketing strategies and to examine how marketing strategies influence consumers' decisions to purchase Schizophyllum commune extract Skincare products. This research gathered data in the 14 provinces of the southern region from a group of consumers who have previously used or purchased or both used and purchased Schizophyllum commune extract skincare products. Therefore, the Cochran formula was used to calculate the sample size, and a purposive sampling method was employed, ensuing a total of 385 participants. Questionnaires with a five-point Likert scale were used to collect data and inferential statistics and multiple regression analysis were run to analyze the data. The results showed that the consumers’ perspectives of marketing strategies were significantly high. Furthermore, it was also found that marketing strategies perceived by consumers influenced their purchase decisions, with consumer needs (B = 0.223), consumer cost (B = 0.222), convenience of purchasing (B = 0.230), and communication (B =0.356). Various variables can explain the variance in product purchasing decisions of Schizophyllum commune extract skincare products by 45.10% with a statistical significance level of 0.05.
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