Pengaruh Bundling Produk, Live Streaming Dan Label BPOM Terhadap Keputusan Pembelian Produk The Originote Kota Malang

Abstract

Abstract

The expansion of the international community is prompting women to focus more on skincare and enhance their self-esteem. With an increasing number of individuals in Indonesia showing interest in facial care items, the beauty sector has experienced significant growth. A skincare product currently gaining immense popularity is the originote. The originote is a cosmetic item categorized as halal. Manufactured in Indonesia, the originote line has been operational since 2022. It has established itself as one of the leading beauty brands within the nation. This research examines how factors such as product bundling, live Streaming, and BPOM Labels influence consumer decisions regarding The originote products in Malang city. The participants of this study were residents of Malang city, totaling 90 individuals who were chosen using the Malhotra formula alongside the purposive sampling technique. Data was gathered through questionnaires administered via Google form. The data analysis utilized SPSS 25. The findings indicate that product bundling, live streaming, and BPOM labels significantly impact consumer purchasing behavior. Product bundling alters individuals' choices while making purchases. Similarly, live streaming influences their decision-making process. However, BPOM labels do not notably affect purchasing choices.

Keywords: Product Bundling, Live Streaming, BPOM Label, Purchasing Decisions