The Relationship Between the 7Ps Marketing Mix and Purchase Decisions for Riasan Oyong MUA Services
DOI:
https://doi.org/10.70184/7wy7p823Keywords:
Marketing Mix, Purchasing Decision, Makeup Services, Makeup Artist (MUA), Spearman's RankAbstract
Keywords: Marketing Mix; Purchasing Decision; Makeup Services; Makeup Artist (MUA); Spearman's Rank; Conflict of Interest Statement: The author(s) declares that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest. Copyright © 2025 AMAR. All rights reserved. The increasing competition in the makeup service industry drives business players to implement an optimal marketing mix strategy to attract consumer purchasing decisions. The 7Ps services marketing mix Product, Price, Place, Promotion, People, Process, and Physical evidence plays a vital role in shaping consumer perceptions of a service. This study aimed to determine the relationship between the 7Ps marketing mix and the purchasing decisions of "Riasan Oyong" MUA services. A quantitative correlational approach was employed. The population consisted of 179 customers of "Riasan Oyong" who used its face makeup services in 2025. A sample of 68 respondents was determined using the Slovin formula with a 10% margin of error, selected through purposive sampling. Data were collected via a Likert-scale questionnaire and analyzed using validity and reliability tests, descriptive statistics, and Spearman's Rank correlation with IBM SPSS version 23. Results showed that all seven aspects of the 7Ps marketing mix had a positive and significant relationship with purchasing decisions (Sig. < 0.05). The Process aspect showed the strongest relationship (r = 0.655, strong category), followed by Physical evidence (0.593), Product (0.580), Place (0.508), People (0.483), Promotion (0.462), and Price (0.404), all in the moderate category. It is concluded that all aspects of the 7Ps marketing mix are positively and significantly related to purchasing decisions for "Riasan Oyong" MUA services, with Process being the strongest predictor.
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