CHAIROTINA, NAJAT (2024) PENGARUH KUALITAS PELAYANAN, ONLINE CUSTOMER REVIEW DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PENGGUNAAN JASA KLINIK KESEHATAN DAN KECANTIKAN ZAP JABODETABEK. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 Cover.pdf Download (375kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 Bab 1.pdf Restricted to Registered users only Download (194kB) |
|
|
Text (BAB II)
03 Bab 2.pdf Restricted to Registered users only Download (320kB) |
|
|
Text (BAB III)
04 Bab 3.pdf Restricted to Registered users only Download (193kB) |
|
|
Text (BAB IV)
05 Bab 4.pdf Restricted to Registered users only Download (386kB) |
|
|
Text (BAB V)
06 Bab 5.pdf Restricted to Registered users only Download (115kB) |
|
|
Text (DAFTAR PUSTAKA)
07 Daftar Pustaka.pdf Restricted to Registered users only Download (141kB) |
|
|
Text (LAMPIRAN)
08 Lampiran.pdf Restricted to Registered users only Download (840kB) |
Abstract
The beauty industry has seen a significant increase in revenue, as people's interest in self-care and maintaining their appearance grows. This study aims to test the influence of service quality, online customer reviews, and social media promotion on the decision to use the services of ZAP health and beauty clinic. The object of this research is the ZAP health and beauty clinic located in JABODETABEK, Indonesia. The sample used in this study consists of 170 respondents. The sampling technique employed is purposive sampling. Data collection is conducted using a survey technique, with the research instrument being a questionnaire. Data analysis is carried out using IBM SPSS Statistics 25 for descriptive analysis and SmartPLS 3 software to measure the research data using the Partial Least Square (PLS) method. The results of this study indicate that the service quality variable has a positive and significant effect on the decision to use the service, the online customer review variable has a positive but not significant effect on the decision to use the service and the social media promotion variable has a positive and significant effect on the decision to use the service. Keywords: Service Quality, Online Customer Reviews, Social Media Promotion, Usage decision. Industri kecantikan mengalami peningkatan pendapatan yang signifikan, seiring dengan berkembangnya minat masyarakat untuk merawat diri dan menjaga penampilan. Penelitian ini bertujuan untuk menguji pengaruh kualitas pelayanan, online customer review, dan promosi media sosial terhadap keputusan penggunaan jasa Klinik Kesehatan dan Kecantikan ZAP. Objek dalam penelitian ini adalah klinik kesehatan dan kecantikan ZAP dan berdomisili di JABODETABEK, Indonesia. Sampel yang digunakan dalam penelitian ini adalah sebanyak 170 responden. Teknik pengambilan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan teknik survei, dengan instrumen penelitian adalah kuesioner. Analisis data dilakukan dengan menggunakan software IBM SPSS Statistic 25 untuk melakukan untuk melakukan analisis deskriptif dan software SmartPLS 3 untuk mengukur data penelitian dengan menggunakan metode Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan penggunaan, variabel online customer review berpengaruh positif namun tidak signifikan terhadap keputusan penggunaan, variabel promosi media sosial berpengaruh positif dan signifikan terhadap keputusan penggunaan. Kata Kunci : Kualitas Pelayanan, Online Customer Review, Promosi Media Sosial, Keputusan Penggunaan.
Actions (login required)
 |
View Item |
