THE ROLE OF SERVICESCAPE IN INFLUENCING THE PURCHASE INTENTION OF BEAUTY CLINIC CUSTOMERS IN SURABAYA
The number of new beauty clinic brands that have sprung up has made the competition in the beauty clinic industry even more intense. Each clinic is required to compete to become the customer's choice in order to survive. Understanding customer behavior in the physical evidence evaluation stage...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/74631 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The number of new beauty clinic brands that have sprung up has made the competition in the beauty clinic industry even more intense. Each clinic is required to compete to become the customer's choice in order to survive. Understanding customer behavior in the physical evidence evaluation stage before purchasing decisions is a step that can be taken for beauty clinic business marketers. This study aims to investigate the effect of servicescape on purchase intention and see which servicescape dimensions play the most role in influencing purchase intention. Quantitative approach is used to analyze the role of servicescape in influencing customer purchase intentions of beauty clinics. The primary data is collected by spreading a structured questionnaire given to at least 200 people who meet the criteria, namely females aged 20-64 years, living in Surabaya, and a beauty clinic customer. Data were processed using program SPSS 27 and analyzed using several techniques, namely descriptive analysis, multiple linear regression analysis, and partial analysis techniques. The results found that each dimension of the servicescape jointly has a significant effect on the purchase intention of beauty clinic customers. With the dimensions of Sign, Symbols, & artifacts that play the most role in influencing the purchase intention of beauty clinic customers. However, further research is needed to determine the factors in each dimension of the servicescape physical environment. |
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