Skip to main navigation menu Skip to main content Skip to site footer
Academia Open

Business and Economics

Vol 7 (2022): December

Word of Mouth, Price, and Image: Factors Shaping Makeup Service Decisions.
Pengaruh Mulut ke Mulut, Harga, dan Citra Perusahaan terhadap Keputusan Memilih Layanan Makeup



(*) Corresponding Author
DOI
https://doi.org/10.21070/acopen.7.2022.3187
Published
December 26, 2022

Abstract

This quantitative study investigates the factors influencing consumer decision making in the context of declining consumer usage of Tiara Sanggar Rias services. The research aims to determine, explain, and analyze the effects of Word of Mouth, Price, and Company Image on the decision to choose these services. A questionnaire-based survey was conducted with 100 respondents who have utilized Tiara Sanggar Rias services. The collected data were analyzed using multiple linear regression in SPSS version 18. The findings reveal that Word of Mouth, Price, and Company Image individually influence consumer decisions, while collectively, these variables significantly impact purchasing choices. The implications of this research emphasize the importance of managing customer perceptions, enhancing positive word of mouth, pricing strategies, and improving company image to attract and retain consumers. This study contributes to the understanding of consumer behavior and provides valuable insights for service providers aiming to optimize their marketing strategies.

Highlights:

  • Word of Mouth: Influential factor in choosing makeup services due to recommendations.
  • Price: Consideration of cost affordability in the decision-making process.
  • Company Image: Reputation and perception of the makeup service provider impacting the choice.

Keywords: Word of Mouth, Price, Company Image, Makeup Services, Decision.

References

  1. Babin, Barry J., Yong-Ki Lee., Eun-Ju Kim., & M. G. (2005). Modeling consumer satisfaction and word-of-mouth: restaurant patronage in Korea. Journal of Services Marketing. 19.
  2. Buchari, A. (2013). Manajemen Pemasaran dan Pemasaran Jasa (Kesembilan). Alfabeth.
  3. Fauziyah Aghniya, K. (2017). Pengaruh Lokasi Dan Word Of Mouth Terhadap keputusan memilih Pada Kopi Euy.
  4. Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Kedelapan). Badn Penerbit Universitas Diponegoro.
  5. Hasan, A. (2010). Marketing. Media Pressindo.
  6. Hasan, A. (2013). Marketing Dari Mulut ke Mulut (Kesatu). Medpress.
  7. Joesyiana, K. (2018). Pengaruh Word Of Mouth Terhadap keputusan memilihpelanggan Pada Media Online Shop Shopee Di Pekanbaru. Edisi Keempat.
  8. Kotler, P., & Keller, K. L. (2012). Terjemah Bob Sabran. Manajemen Pemasaran (ketigabelas). Erlangga.
  9. Kotler dan Amstrong. (2008) Prinsip-prinsip Pemasaran. Jilid 1. Erlangga
  10. Lupiyoadi. (2006). Manajemen Pemaaran Jasa (Kedua). Salemba Empat.
  11. Riau Rahmat. (2018). Pengaruh Harga dan Kualitas Produk terhadap keputusan memilih” (Studi Kasus Pada Pembeli Gula Aren Sawit di Desa Simpang Empat Kecamatan Sei Rampah Kabupaten Sergai Provinsi Sumut). 2.
  12. Rika, E. P. (2015). Pengaruh Kualitas Pelayanan, Word Of Mouth, Dan Brand Image Terhadap Keputusan Penggunaan Jne Cabang Semarang. 4.
  13. Riyadh, M. (2018). Pengaruh Kualitas Pelayanan Dan Citra Perusahaan Terhadap keputusan memilih Jasa Di Raharjo Tour & Travel Malang. 4.
  14. Sernovitz. (2009). Word of Mouth Marketing. Gramedia Pustaka Utama.
  15. Setiadi, N. J. (2010). Perilakupelanggan (Edisi Kedua). Kencana.
  16. Soemirat S, A. (2007). Dasar-dasar Public Relation. Remaja Rosdakarya.
  17. Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D (M. Dr.Ir.Sutopo.SPd (Edisi Kedua). Alfabeta.
  18. Sutojo, S. (2004). Membangun Citra Perusahaan. Damar Mulia Pustaka.
  19. Swastha, B. dan sukotjo. (2007). Pengantar Bisnis modern (Ketiga). Liberty Yogyakarta.
  20. Tjiptono, F. (2014). Pemasaran Jasa-Prinsip, Penerapan dan penelitian (Kedua). Andi Offset.
  21. Trisnowati, D. K. (2016). Pengaruh Harga Dan Kualitas Pelayanan Terhadap Keputusan Penggunaan Jasa Bengkel Pt. Astra International Tbk-Daihatsu Majapahit Semarang. 5.

Downloads

Download data is not yet available.