DAMPAK MARKETING MIX (4P) TERHADAP KEPUTUSAN PEMBELIAN: PERAN GENDER DIVERSITY SEBAGAI VARIABEL MODERASI (STUDI KASUS KOLABORASI UNIQLO DENGAN ONE PIECE FILM RED PADA MAHASISWA UDINUS)

Authors

Falih Patria Fatahilah Universitas Dian Nuswantoro
Fakhmi Zakaria University Dian Nuswantoro
Vincent Didiek Wiet Aryanto Universitas Dian Nuswantoro
Dwi Eko Waluyo Universitas Dian Nuswantoro

DOI:

Keywords:

Bauran Pemasaran, Keputusan Pembelian, Gender Diversity, Kolaborasi Merek, UNIQLO, One Piece

Abstract

Dalam lingkup pemasaran fesyen yang terus berkembang, kolaborasi merek telah menjadi strategi yang ampuh untuk memperluas jangkauan pasar dan meningkatkan keterlibatan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran (4P) produk, harga, tempat, dan promosi terhadap keputusan pembelian, dengan gender sebagai variabel moderasi. Studi ini berfokus pada kolaborasi antara UNIQLO dan One Piece Film Red pada mahasiswa Udinus, dengan menggunakan pendekatan kuantitatif melalui penyebaran kuesioner kepada 129 responden yang dipilih secara purposive. Analisis data dilakukan dengan menggunakan metode Structural Equation Modeling (SEM) melalui SmartPLS. Hasil penelitian menunjukkan bahwa variabel harga, tempat, dan promosi berpengaruh signifikan terhadap eksistensi penjualan, sementara produk tidak memberikan pengaruh yang berarti. Selain itu, gender terbukti memoderasi secara signifikan hubungan antara harga dan keputusan pembelian, namun tidak pada hubungan produk, tempat, maupun promosi. Temuan ini menggarisbawahi pentingnya strategi harga yang tepat, distribusi yang mudah dijangkau, serta promosi yang emosional dan relevan untuk mempertahankan penjualan produk edisi terbatas. Di sisi lain, atribut produk saja belum cukup kuat sebagai pendorong keberlanjutan penjualan. Penelitian ini menekankan pentingnya perencanaan strategi pemasaran yang terintegrasi dan mempertimbangkan aspek demografis seperti gender, khususnya dalam kebijakan harga.

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