Putri, Silfia Harfiani (2025) Strategi Pemasaran Secara Offline Store Terhadap Keputusan Pembelian Di Bidang Cosmetics Dan Skincare (Studi Kasus Pelanggan Akar Sari Cosmetics Di Pekanbaru). Masters thesis, Universitas Islam Riau.

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Abstract

This study explores in depth how offline store marketing strategies shape purchase decisions in the cosmetics and skincare sector, with a case study of Akar Sari Cosmetics customers in Pekanbaru. A quantitative descriptive approach was employed, using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to analyze data from 120 customers who made in-store purchases. The findings reveal that personal selling and word of mouth have a significant role in influencing purchase decisions, while sales promotion and visual merchandising have no substantial impact. Simultaneous analysis indicates that the four variables form a fairly strong predictive model. The results emphasize that face-to-face interaction, persuasive product explanations, and trusted recommendations influence decisions more strongly than price discounts or store visuals. Practically, offline marketing strategies should focus on strengthening sales staff communication skills and fostering positive customer recommendations.

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