Dampak Word Of Mount, Brand Image dan Kualitas Pelayanan Terhadap Keputusan Penggunaan Jasa Salon Kecantikan Memey di Lumajang

Abstract

This study aims to determine the impact of word of mouth, brand image and service quality on the decision to use the services of Memey Lumajang salon. This study took 82 respondents who are consumers of Memey Lumajang salon to be used as samples. Where the data in this study uses primary data. Determination of the sample using nonprobability sampling technique with purposive sampling method. Testing for normality using the graphical method. The analytical tools used in this study were quantitative analysis (validity and reliability tests), multiple linear regression analysis, classical assumption test (normality, multicollinearity and heterosdastisity), t test and the coefficient of determination. The results of this study explain that partially the word of mouth variable has a significant impact on the decision to use Memey's salon services. Meanwhile, the brand image and service quality variables have no significant impact on the decision to use Memey Lumajang's salon services.