Pengaruh Brand Image, Service Quality, dan Reference Group Terhadap Keputusan Pembelian Jasa Sanggar Rias Di Masa Post-Pandemic Covid19 (Studi Kasus Sanggar Rias Surabaya dan Sidoarjo
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
ENGGARINGTYAS, LARASATI FITRI
Subject
HD61 Risk Management
Datestamp
2022-04-08 01:35:20
Abstract :
ABSTRAK Harapan penelitian ini adalah untuk menguji pengaruh brand image, service quality, dan reference group terhadap keputusan pembelian jasa Sanggar Rias di masa Post-Pandemic Covid 19 (Studi kasus Sanggar Rias Surabaya dan Sidoarjo). Dalam penelitian ini sampel yang digunakan sebanyak 74 responden. Analisis data ini menggunakan metode regresi linier berganda. Pengambilan sampel dilakukan dengan metode nonprobability sampling menggunakan teknik Purposive Sampling dimana pengambilan sampel ini ditentukan berdasarkan pertimbangan tertentu. Hasil penelitian menyatakan bahwa brand image, service quality, dan reference group mempunyai pengaruh signifikan terhadap keputusan pembelian jasa Sanggar Rias di masa Post-Pandemic Covid 19 (Studi kasus Sanggar Rias Surabaya dan Sidoarjo). Hasil uji t menunjukkan masing-masing variabel dengan signifikansi lebih kecil dari 0,05. Dari uji model koefisien determinasi (R2) diperoleh hasil sebesar 0,566 atau 56,6% artinya brand image, service quality, dan reference group memberikan kontribusi terhadap keputusan pembelian jasa Sanggar Rias di masa Post-Pandemic Covid 19 (Studi kasus Sanggar Rias Surabaya dan Sidoarjo). Sedangkan sisanya sebesar 0,434 atau sebesar 43,4% dipengaruhi oleh variabel lain yang tidak masuk dalam model analisis. Kata Kunci : Brand Image, Service Quality, Reference Group Dan Keputusan Pembelian. ABSTRACT The purpose of this study was to examine the effect of brand image, service quality, and reference group on consumer decisions in choosing the services of a make-up studio during the Post-Pandemic Covid 19 period (case studies of the makeup studio in Surabaya and Sidoarjo). In this study, the sample used was 74 respondents. Analysis of this data using multiple linear regression method. Sampling was carried out by non-probability sampling method using purposive sampling technique where sampling was determined based on certain considerations. The results of the study state that brand image, service quality, and reference group have a significant influence on consumer decisions in choosing the services of a makeup studio during the Post-Pandemic Covid 19 period (case studies of the makeup studio in Surabaya and Sidoarjo). The results of the t test show each variable with a significance less than 0.05. From the test of the coefficient of determination (R2) model, the results obtained are 0.566 or 56.6%, meaning that brand image, service quality, and reference group contribute to consumer decisions in choosing the services of a make-up studio during the Post-Pandemic Covid 19 period (Case Study of Sanggar Rias Surabaya). and Sidoarjo). While the remaining 0.434 or 43.4% is influenced by other variables that are not included in the analysis model. Keywords: Brand Image, Service Quality, Reference Group and Purchase Decision
ABSTRAK Harapan penelitian ini adalah untuk menguji pengaruh brand image, service quality, dan reference group terhadap keputusan pembelian jasa Sanggar Rias di masa Post-Pandemic Covid 19 (Studi kasus Sanggar Rias Surabaya dan Sidoarjo). Dalam penelitian ini sampel yang digunakan sebanyak 74 responden. Analisis data ini menggunakan metode regresi linier berganda. Pengambilan sampel dilakukan dengan metode nonprobability sampling menggunakan teknik Purposive Sampling dimana pengambilan sampel ini ditentukan berdasarkan pertimbangan tertentu. Hasil penelitian menyatakan bahwa brand image, service quality, dan reference group mempunyai pengaruh signifikan terhadap keputusan pembelian jasa Sanggar Rias di masa Post-Pandemic Covid 19 (Studi kasus Sanggar Rias Surabaya dan Sidoarjo). Hasil uji t menunjukkan masing-masing variabel dengan signifikansi lebih kecil dari 0,05. Dari uji model koefisien determinasi (R2) diperoleh hasil sebesar 0,566 atau 56,6% artinya brand image, service quality, dan reference group memberikan kontribusi terhadap keputusan pembelian jasa Sanggar Rias di masa Post-Pandemic Covid 19 (Studi kasus Sanggar Rias Surabaya dan Sidoarjo). Sedangkan sisanya sebesar 0,434 atau sebesar 43,4% dipengaruhi oleh variabel lain yang tidak masuk dalam model analisis. Kata Kunci : Brand Image, Service Quality, Reference Group Dan Keputusan Pembelian. ABSTRACT The purpose of this study was to examine the effect of brand image, service quality, and reference group on consumer decisions in choosing the services of a make-up studio during the Post-Pandemic Covid 19 period (case studies of the makeup studio in Surabaya and Sidoarjo). In this study, the sample used was 74 respondents. Analysis of this data using multiple linear regression method. Sampling was carried out by non-probability sampling method using purposive sampling technique where sampling was determined based on certain considerations. The results of the study state that brand image, service quality, and reference group have a significant influence on consumer decisions in choosing the services of a makeup studio during the Post-Pandemic Covid 19 period (case studies of the makeup studio in Surabaya and Sidoarjo). The results of the t test show each variable with a significance less than 0.05. From the test of the coefficient of determination (R2) model, the results obtained are 0.566 or 56.6%, meaning that brand image, service quality, and reference group contribute to consumer decisions in choosing the services of a make-up studio during the Post-Pandemic Covid 19 period (Case Study of Sanggar Rias Surabaya). and Sidoarjo). While the remaining 0.434 or 43.4% is influenced by other variables that are not included in the analysis model. Keywords: Brand Image, Service Quality, Reference Group and Purchase Decision
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