MEMPERKUAT KEPUTUSAN PEMBELIAN JASA URBANCUT BARBERSHOP MELALUI MEDIASI CITRA TOKO
Abstract: This study aims to
strengthen purchase decision Urbancut barbershop services. Starting from sales
decline problem of Urbancut services and created a research question: "How
to strengthen the purchasing decisions Urbancut services?". Literature review
conducted produce a research model to strengthen the purchase decision through
the mediation of store image with independent variable social media marketing
and haircut quality.
This research using purposive sampling method with sample of 75 respondents
which are customers and followers of Urbancut social media accounts. Using SPSS
23 analyzes performed included: validity and reliability, the classic
assumption test, multiple regression analysis, hypothesis testing through t and
F test, as well as the coefficient of determination (R2).
The results showed 63% purchase decision variable is explained by the
store image as the mediation of social media marketing and haircut quality
affects 44.6%. As well as the direct influence haircut quality of 38%. Overall
variables used in this research have positive impacts to strengthen Urbancut
services purchasing decisions.
Keywords: social media marketing, haircut quality, store image, purchase
decision
Penulis: Legazea Syifa Alala,
Augusty Tae Ferdinand
Kode Jurnal: jpmanajemendd170875
