Pengaruh Digital Marketing, Kreativitas Make Up, dan Nilai Pelanggan Terhadap Keputusan Menggunakan Jasa Make Up Sintafitria.Makeup Surabaya. (The Influence of Digital Marketing, Make Up Creativity, and Customer Value on the Decision to Use Sintafitria.Makeup Surabaya).

Mardhotillah, Nabilah Fiqhiyah (2024) Pengaruh Digital Marketing, Kreativitas Make Up, dan Nilai Pelanggan Terhadap Keputusan Menggunakan Jasa Make Up Sintafitria.Makeup Surabaya. (The Influence of Digital Marketing, Make Up Creativity, and Customer Value on the Decision to Use Sintafitria.Makeup Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945.

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Abstract

The development of the beauty world is quite rapid, one of which is the make�up service business, the marketing trend that is still popular today is digital marketing. The development of technology that is increasingly sophisticated and practical provides convenience for humans in carrying out activities every day. In running a business to stay ahead and develop, it cannot be separated from persistent and creative efforts. Because one of human life is creativity and in general, no one is free from creativity. Apart from being a personal need, makeup is also a measure of a woman's professionalism in the world of work. Customer value is explained as a set of benefits that consumers expect from the product or service that consumers receive compared to the total costs incurred. When customers feel that they get something that is expected in the sense that the benefits they get are more than the expenditure on a purchase or rental service. With this, consumers already know how much they will get in consuming makeup services so that they will know and make the choice to decide to use makeup services to makeup artists (MUA) who provide great benefits. This study uses a quantitative method by using a questionnaire in the form of a google form as an instrument. The population in this study were users of sintafitria.makeup makeup services. the sample in the study used nonprobability sampling with purposive sampling of 96 respondents. The data analysis techniques in this study are instrument test, classical assumption test, multiple linear regression, determination test and hypothesis testing. The results of this study indicate that together the independent variables have an influence on the decision to use makeup services.

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