DETERMINING FACTORS THAT INFLUENCE THE INTENTION TO USE BEAUTY SERVICE PLATFORM
Beauty industry has become a promising industry since appearance is one of the important assets of every human, especially for women. Beauty industry has two sectors which are beauty products and beauty services. The need of finding beauty services sometimes becomes a problem due to several facto...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/57326 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Beauty industry has become a promising industry since appearance is one of the important assets of
every human, especially for women. Beauty industry has two sectors which are beauty products and
beauty services. The need of finding beauty services sometimes becomes a problem due to several
factors, therefore a beauty service platform can be a solution to simplify the needs of finding beauty
services and can be the best solution to search and book appointments with beauty artists while
beneficial for both customers and businesses. By building a beauty service platform, the total demand
for personal appearance services should also be expected to rise as access to them becomes easier.
However, the proportion of customers who actually use beauty service platforms can be considered as
low and factors that will influence the intention to use the platform have never been further identified.
By determining the factors that will influence the intention to use a beauty service platform, it is
essential to help the further development of this industry especially for beauty services. This research
will analyze the factors that influence the intention to use a beauty service platform by using three
independent variables from Unified Theory of Acceptance and Use of Technology (UTAUT) which
are Performance Expectancy, Effort Expectancy and Social Influence with included Perceived Risk
and Perceived Trust as external variables. The method that will be used is quantitative by distributing
online questionnaires towards women 16-35 years old in Jawa Barat and Jabodetabek with using
Multiple Linear Regression analysis to analyze the data. 229 respondents have been collected through
online questionnaires. This study found that Performance Expectancy and Perceived Trust are
significantly influencing the behavioral intention to use the platform while Effort Expectancy, Social
Influence and Perceived Risk are not significantly influencing the behavioral intention to use the
platform. These findings are expected to help companies to find the right marketing strategies to
escalate the market and gain more customers. |
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