<![CDATA[AbstrakTujuan penelitian ini untuk menganalisis positioning dan strategi marketing mix skincare lokal brand A, B, C, dan D. Penelitian ini bersifat deskriptif, instrumen penelitian berupa kuesioner dan disebar melalui google form. Jumlah kuesioner yang kembali sebanyak 40. Alat analisis yang digunakan adalah analisis diskriminan yang diolah menggunakan software SPSS version 23. Berdasarkan hasil pengolahan data atribut yang dianggap penting oleh konsumen yaitu promosi pada sumbu Y dan harga pada sumbu X, sedangkan kualitas walaupun garisnya cukup panjang namun ada ditengah-tengah antara sumbu X dan sumbu Y dan jika dibandingkan jaraknya maka kualitas lebih dekat ke sumbu X dibandingkan ke sumbu Y (terletak pada kuadran ke 3).  Positioning brand A unggul dibidang promosi, namun harga masih jauh dibawah brand C, konsumen menganggap harga brand A relative mahal. Brand C unggul di harga, konsumen menganggap harga brand C paling baik, namun  promosi dianggap kurang dibandingkan dengan promosi brand A. Brand B menempati posisi kedua pada harga, namun promosi dianggap paling sedikit dibandingkan dengan brand lainnya. Brand D berada pada kuadran ketiga, baik harga maupun promosi masih dianggap kurang, namun jika dilihat dari atribut kualitas mempunyai arah yang sejajar dengan kualitas sehingga dari sisi kualitas dianggap paling baik. Strategi marketing mix brand A adalah memperkuat promosi serta mengevaluasi harga, Brand C dapat mempertahankan harga dan lebih menggencarkan promosi. Brand B mengevaluasi kembali harga serta lebih menggencarkan promosi diberbagai lini, Brand D mengevaluasi harga serta menggencarkan promosi dan kualitas tetap dijaga. Kata Kunci : Positioning; Marketing Mix; Skincare AbstractThe purpose of this study was to analyze the positioning and marketing strategy of local skincare mix brands A, B, C, and D. This research was descriptive in nature, the research instrument was a questionnaire and was distributed via the Google form. The number of returned questionnaires was 40. The analytical tool used was discriminant analysis which was processed using SPSS version 23 software. Based on the results of attribute data processing that is considered important by consumers, namely promotions on the Y axis and prices on the X axis, while quality, although the line is quite long, is in the middle between the X axis and Y axis and when compared to the distance, quality is closer to the X axis than to the Y axis (located in the 3rd quadrant). Positioning brand A is superior in the field of promotion, but the price is still far below brand C, consumers consider brand A's price to be relatively expensive. Brand C is superior in price, consumers think that brand C's price is the best, but promotion is considered less compared to brand A's promotion. Brand B ranks second in price, but promotion is considered the least compared to other brands. Brand D is in the third quadrant, both price and promotion are still considered lacking, but when viewed from the quality attribute it has a direction parallel to quality so that from a quality standpoint it is considered the best. Brand A's marketing mix strategy is to strengthen promotions and evaluate prices, Brand C can maintain prices and intensify promotions. Brand B re-evaluated prices and intensified promotions on various lines, Brand D evaluated prices and intensified promotions and maintained quality. Keywords: Positioning, Marketing Mix, Skincare]]>
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