Islamiyah, Syifaul Pengaruh Price Perception, Prooduct Quality, dan Electronic Word of Mouth Terhadap Purchase Decision Pada Jasa Syifaislamiyah Make Up Artist di Kabupaten Sidoarjo. UNSPECIFIED thesis, UNSPECIFIED.
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PENGARUH PRICE PERCEPTION, PRODUCT QUALITY, DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION PADA JASA SYIFAISLAMIYAH MAKE UP ARTIST DI KABUPATEN SIDOARJO (3).pdf Download (441kB) |
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PENGARUH PRICE PERCEPTION, PRODUCT QUALITY, DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION PADA JASA SYIFAISLAMIYAH MAKE UP ARTIST DI KABUPATEN SIDOARJO.pdf Download (728kB) |
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Abstract
This study aims to analyze the influence of Price Perception, Product Quality, and Electronic Word of Mouth on Purchase Decision for Syifaislamiyah MUA services in Sidoarjo Regency. The research applies a quantitative approach by distributing questionnaires to respondents who have used the services of Syifaislamiyah MUA. This study is motivated by the increasingly intense competition in the beauty service industry and the decline in purchase decisions for Syifaislamiyah MUA, which is suspected to be influenced by price perception, service quality, and digital reviews. The data were analyzed using instrument tests, classical assumption tests, multiple linear regression analysis, partial test (t-test), and simultaneous test (F-test). The research object consists of customers who have used Syifaislamiyah MUA services, particularly those residing in Sidoarjo Regency. The results indicate that Price Perception, Product Quality, and Electronic Word of Mouth simultaneously influence Purchase Decision. Partially, Product Quality and Electronic Word of Mouth show a positive and significant effect on Purchase Decision, whereas Price Perception does not exhibit a significant influence. These findings suggest that purchase decisions for make-up services are more strongly driven by the quality of the makeup results and the strength of digital recommendations or reviews rather than by price perception. Keywords: Price Perception, Product Quality, Electronic Word of Mouth, Purchase Decision, Make Up Artist, Beauty Services.
| Item Type: | Thesis (UNSPECIFIED) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212200010 Syifaul Islamiyah |
| Date Deposited: | 07 Jul 2026 03:32 |
| Last Modified: | 07 Jul 2026 03:32 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/45410 |
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