DETERMINING FACTORS THAT INFLUENCE THE INTENTION TO USE BEAUTY SERVICE PLATFORM

• Main Author: An Nasmah, Shafira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57326
• Institution: Institut Teknologi Bandung

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.