Title:
THE INFLUENCE OF RAW MATERIAL SELECTION STRATEGY AND PRICING STRATEGY ON THE DECISION TO USE SK-II SKINCARE PRODUCT WITH PRODUCT EXCELLENCE AS MODERATOR

Authors:
Ari Soeti Yani, Imam Suryono, Abriandi and Sabda Aulia

Abstract:
The aim of this research is to determine the influence of raw material selection strategies and pricing strategies on decisions to use SK-II skincare products, with product excellence as a moderator. in choosing to purchase a product. The population of this study is skincare users. The research sample is representative of the population selected to answer questions related to the research variables. The method used is quantitative research. The results of this research show that raw material selection strategies have a positive and significant effect on product decisions, and price strategies have an effect on product decisions. positive and significant, Product excellence has a positive and significant effect on product decisions; the moderation strategy for selecting raw materials has a positive and significant effect; and the price moderation strategy has a negative and insignificant effect. millennial-era customers.

Keywords:
Raw Material Selection Strategy, Pricing Strategy, Product Use Decisions, Product Excellence