PENGARUH BRAND EQUITY, DIRECT MARKETING, DAN CUSTOMER RELATION MANAGEMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKE UP ORIFLAME

Abstrak

Dengan banyaknya persaingan pada produk make up di pasaran, konsumen berhak
memutuskan produk yang akan digunakannya. Brand equity, direct marketing, serta
costumer relationship management dapat menjadi faktor dalam mempengaruhi keputusan
pembelian. Penulisan ini betujuan agar diketahuinya pengaruh dari brand equity, direct
makreting, dan CRM terhadap keputusan pembelian brand make up oriflame. Jumlah sample
sebanyak 100 konsumen dengan metode non probability sampling, yakni purposive sampling.
Dikumpulkannya data menggunakan kuisioner. Penelitian ini menunjukkan hasil brand
equity berpengaruh secara signifikan positif pada keputusan pembelian brand make up
oriflame. Direct marketing menunjukkan hasil uang tidak memberikan pengaruh pada
keputusan pembelian, lalu costumer relationship management menunjukkan terdapat
pengaruh signifikan positif pada keputusan pembelian. Dan brand equity, direct marketing,
dan juga CRM secara bersamaan berpengaruh signifikan pada keputusan pembelian terhadap
brand make up oriflame. Variabel Brand equity, Direct marketing, CRM secara keseluruhan
dapat menerangkan variabel keputusan pembelian sebesar 71,9%.

With so much competition for make-up products on the market, consumers have the right to
decide which products they will use. Brand equity, direct marketing, and customer relationship
management can be factors in influencing purchasing decisions. This writing aims to find out the
influence of brand equity, direct marketing, and CRM on purchasing decisions for the Oriflame
make up brand. The total sample was 100 consumers using a non-probability sampling method,
namely purposive sampling. Data was collected using a questionnaire. This research shows that
brand equity results have a significantly positive effect on purchasing decisions for the Oriflame
make up brand. Direct marketing shows that monetary results have no influence on purchasing
decisions, then customer relationship management shows that there is a significant positive
influence on purchasing decisions. And brand equity, direct marketing, and CRM simultaneously
have a significant influence on purchasing decisions for the Oriflame make up brand. The
variables Brand equity, Direct marketing, CRM as a whole can explain the purchasing decision
variable by 71.9%.