Paramitha, Ni Putu Gangga Yudya Surya (2025) Pengaruh Kualitas Pelayanan dan Word of Mouth Marketing terhadap Keputusan Konsumen dalam Pemilihan Jasa Makeup Artist Triya Bali Wedding di Kabupaten Tabanan. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This research aims to determine the effect of service quality and word of mouth marketing on consumer decision in choosing makeup services from Triya Bali Wedding. The background of this study highlights the importance of service quality in shaping consumer perceptions and the role of word of mouth marketing as a form of informal communication that can influence consumer decision. The study specifically focuses on the service context of the beauty industry, where both tangible and intangible factors contribute to decision-making. A quantitative approach is used in this research, applying multiple linear regression analysis to test the relationship between the independent variables and consumer decision. The sample in this study consists of 70 female respondents who have never used the services of Triya Bali Wedding, selected through purposive sampling. Data were collected using a Likert scale questionnaire, designed to measure perceptions of service quality and word of mouth marketing. The data were analyzed using SPSS. The analysis included tests for validity, reliability, classical assumptions, and hypothesis testing using multiple linear regression. The results show that service quality has a positive and significant effect on consumer decision, with a significance value of 0.000 and a regression coefficient of 0.495. Meanwhile, word of mouth marketing does not have a significant partial effect, with a significance value of 0.059. However, both variables simultaneously show a significant effect on consumer decision, supported by an F-test significance value of 0.000 and a coefficient of determination (R²) of 0.646, indicating that 64.6% of the variation in consumer decision is explained by service quality and word of mouth.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Service Quality, Word Of Mouth Marketing, Consumer Decision, Makeup Artist
Subjects: Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: Ni Putu Gangga Yudya Surya Paramitha
Date Deposited: 01 Sep 2025 09:59
Last Modified: 01 Sep 2025 09:59
URI: https://repository.pnb.ac.id/id/eprint/18663

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