Analisis Perilaku Konsumen Terhadap Penjualan Serum Hanasui

Putri Sakila Cahyani ; Marsyella Wardhani
Jurnal Manajemen dan Ekonomi Bisnis 📅 2025 Vol 5, No 1 🔗 DOI: 10.55606/cemerlang.v5i1.3494
Abstract
The cosmetics industry in Indonesia continues to experience rapid development, especially with increasing consumer preferences for local products. Hanasui, as a local cosmetic brand, offers quality facial serum at affordable prices which is available on various e-commerce platforms. This research aims to analyze the factors that influence consumer behavior in purchasing Hanasui serum, including product quality, price, online reviews and social recommendations. Referring to previous research, factors such as social class, reference groups, product knowledge, and online customer reviews are known to play an important role in cosmetic product purchasing decisions. The findings of this research are expected to provide in-depth insight for manufacturers and marketers to formulate more effective marketing strategies, increase customer loyalty, and strengthen Hanasui's position in the local cosmetics market.
 
Keywords
consumer behavior; online reviews; product quality
How to Cite

Putri Sakila Cahyani & Marsyella Wardhani (2025). Analisis Perilaku Konsumen Terhadap Penjualan Serum Hanasui. Jurnal Manajemen dan Ekonomi Bisnis, 5(1). https://doi.org/10.55606/cemerlang.v5i1.3494

Putri Sakila Cahyani; Marsyella Wardhani, "Analisis Perilaku Konsumen Terhadap Penjualan Serum Hanasui," Jurnal Manajemen dan Ekonomi Bisnis, vol. 5, no. 1, 2025.

Putri Sakila Cahyani; Marsyella Wardhani. "Analisis Perilaku Konsumen Terhadap Penjualan Serum Hanasui." Jurnal Manajemen dan Ekonomi Bisnis, vol. 5, no. 1, 2025.

Putri Sakila Cahyani; Marsyella Wardhani. "Analisis Perilaku Konsumen Terhadap Penjualan Serum Hanasui." Jurnal Manajemen dan Ekonomi Bisnis 5, no. 1 (2025).

Putri Sakila Cahyani & Marsyella Wardhani (2025) 'Analisis Perilaku Konsumen Terhadap Penjualan Serum Hanasui', Jurnal Manajemen dan Ekonomi Bisnis, 5(1). doi: 10.55606/cemerlang.v5i1.3494.

Putri Sakila Cahyani; Marsyella Wardhani. Analisis Perilaku Konsumen Terhadap Penjualan Serum Hanasui. Jurnal Manajemen dan Ekonomi Bisnis. 2025;5(1).

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