PRIORITAS BAURAN PEMASARAN DALAM KEPUTUSAN PEMBELIAN SKINCARE THE ORIGINOTE MENGGUNAKAN METODE ANALYTICAL HIERARCHY PROCESS (AHP)

This study aims to determine the priority of the marketing mix in the purchase decision of The Originote skincare products using the Analytical Hierarchy Process (AHP) method. Given the rapid growth of the skincare industry in Indonesia, especially for local products such as The Originote, this study focuses on the analysis of factors that influence consumer purchasing decisions. Data were collected through questionnaires and analyzed using Expert Choice software version 11. In this study, the type of research is quantitative. The results of the study show that of the various elements of the marketing mix (7P), the product factor is the most influential factor in the purchase decision of The Originote skincare with the highest weight (0.286) and its sub-factor is product quality (0.612), physical evidence is in second place (0.214) and its sub-factor is consumer reviews (0.702), price is in third place with a weight (0.202) and its sub-factor is discount (0.574). These findings are expected to help The Originote in formulating a more effective marketing mix to increase sales and competitiveness in the skincare market.
Keywords: Skincare, Purchasing Decisions, Analytical Hierarchy Process (AHP), The Originote.