Pengaruh Gaya Hidup Dan Ekuitas Merek Terhadap Keputusan Penggunaan Perawatan Kecantikan (Studi Pada Konsumen Wanita Natasha Skin Care Semarang)

Abstract

The research was motivated by the increasing growth of beauty clinics and offers a variety of benefits for fulfilling the needs of beauty and skin health. Natasha Skin Care is one of the beauty clinic that seeks to meet the needs of consumers in the field of beauty care with the concept using natural ingredients, so the usage-decision of beauty treatments can be increased. Natasha Skin Care Semarang has decreased the number of visitors who transact in 2018. The purpose of doing research is to know the effect of lifestyle and brand equity to the usage-decision of beauty treatments in Natasha Skin Care Semarang. This type of research is explanatory research design. The population in this research is women consumers of Natasha Skin Care Semarang and the number of samples taken was 100 respondents. The sampling technique of this research is non probability sampling with purposive sampling approach. Data were analyzed through the validity, reliability, crosstab, coefficient of correlation, coefficient of determination, simple linear regression, multiple linear regression, t test and F test using SPSS for Windows Version 21. The results of this research show that lifestyle and brand equity have partial and simultaneous effect to the usage-decision of beauty treatments. The coefficient of determination of lifestyle and brand equity is 51,1% for the usage-decision of beauty treatments. Based on the result of this research, researcher suggest that Natasha Skin Care Semarang should further enhance the promotion through electronic media and print media, provide discounts for treatment, create a new logo design, and conduct routine evaluation for employees to make employees more skilled in providing outstanding servicePenelitian ini dilatarbelakangi oleh semakin banyaknya klinik kecantikan yang muncul dan menawarkan berbagai manfaat untuk memenuhi kebutuhan di bidang kecantikan dan kesehatan kulit. Natasha Skin Care adalah salah satu klinik kecantikan yang berusaha memenuhi kebutuhan konsumen dalam bidang kecantikan dengan konsep perawatan menggunakan bahan-bahan alami, sehingga keputusan penggunaan perawatan kecantikan dapat meningkat. Natasha Skin Care Semarang mengalami penurunan jumlah pengunjung yang bertransaksi pada tahun 2018. Penelitian ini bertujuan untuk mengetahui pengaruh gaya hidup dan ekuitas merek terhadap keputusan penggunaan perawatan kecantikan di Natasha Skin Care Semarang. Tipe penelitian ini adalah eksplanatory research design. Populasi dalam penelitian ini yaitu konsumen wanita Natasha Skin Care Semarang dan jumlah sampel yang diambil adalah 100 responden. Teknik pengambilan sampel penelitian ini adalah nonprobability sampling dengan pendekatan purposive sampling. Data dianalisis melalui uji validitas, uji reliabilitas, tabulasi silang, koefisien korelasi, koefisien determinasi, regresi linier sederhana, regresi linier berganda, uji t dan uji F menggunakan program SPSS for Windows versi 21. Hasil penelitian ini memperlihatkan bahwa gaya hidup dan ekuitas merek berpengaruh terdapat keputusan penggunaan perawatan kecantikan baik secara parsial maupun secara simultan. Koefisien determinasi dari variabel gaya hidup dan ekuitas merek menyumbang sebesar 51,1% terhadap keputusan penggunaan perawatan kecantikan. Peneliti menyarankan Natasha Skin Care Semarang sebaiknya lebih meningkatkan promosi melalui media elektronik dan media cetak, memberikan potongan harga pada perawatan, menciptakan desain logo baru, dan mengadakan evaluasi rutin untuk karyawan agar karyawan semakin terampil dalam memberikan pelayanan yang memuaskan.

The Influence of the Experiential Marketing Approach on the Decision to Use Products and Services in Bank Syariah Indonesia (BSI) Customers, Abdullah Silondae 2 Branch Office, Kendari City

“…Lifestyle and brand equity were also found to have a significant influence on decision making as reported by (Kinasih & Prabawani, 2020;Ningsih et al, 2021;Rachmawati & Andjarwati, 2020). The marketing mix also has a significant influence on the decision to use services as reported by (Jutisa et al, 2018).…”