PRIORITAS YANG MEMPENGARUHI PEMBELIAN SKINCARE PADA PRODUK TONER EKSFOLIASI MENGGUNAKAN METODE ANALYCTICAL HIERARCHY PROCESS (AHP)

The rapid development of the skin care industry has triggered intense competition between companies to grab market share. This competition encourages companies to continue to improve product quality, service and promotional strategies, as well as adjust prices to remain competitive in the market.PT. Krasa Beauty Indonesia is a company that operates in the field of beauty and facial care, this company has a skincare brand with the Sbcskin brand. This research aims to understand the factors that influence the purchase of Toner Exfoliate products at PT. Indonesian Beauty Sense and Determining the 4P priority scale (Product, Price, Place, Promotion) in purchasing Exfoliate Toner products. This research uses a quantified qualitative method, or a mixed method. This research uses primary data. Data analysis in this research uses Analytical Hierarchy Process (AHP) method Research shows that increasing income is the main priority in the context of the "Product" element, with the highest value of 0.406 and the factors that most influence the decision to purchase Gluconalactone 5% Soft Exfoliant Toner at PT. Krasa Beauty Indonesia is the product (59.2%). Other factors that also have a significant influence are price (31.5%), promotion (24.7%), the most important alternative objective is building brand loyalty (30.1%), followed by understanding consumer needs and preferences (23, 1%), and building strategic partnerships (21.2%). Hopefully this research can make a more meaningful contribution to science and pave the way for further research

Keywords : Purchase Decision, Skincare, Exfoliating Toner, AHP Method