Pengaruh Kualitas Pelayanan , Citra Merek, Dan Kepuasan Pelanggan Terhadap Keputusan Pembelian (Studi Kasus Produk Skincare Cantika Pada Klinik Kecantikan Cantika Kota Metro)

Abstract

Competition between the personal care and cosmetics industry markets is increasingly
competitive. This is proven by the many types of cosmetics in circulation, both domestic and
foreign production. The flood of cosmetic products on the market influences a person's
attitude towards purchasing decisions and using goods. Purchasing a product is no longer to
fulfill a need, but rather because of a desire. This research aims to find out whether there is
an influence of Service Quality, Brand Image, and customer satisfaction on Purchasing
Decisions. This method uses quantitative research. The population in this research are
customers who subscribe to or have purchased products from the Beauty Clinic. In this study,
non-probability sampling was used using a purposive sampling method. The number of
samples that met the requirements for this study was 64 samples. The data collection
technique used was using interviews and questionnaires. Data analysis used includes validity
test, reliability test, normality test, linearity test, homogeneity test and multiple linear
regression analysis with the help of the SPSS version 25.0 application. Service quality and
customer satisfaction have a positive and significant influence on purchasing decisions at the
Cantika Beauty Clinic in Metro City. Meanwhile, Brand Image does not have a positive and
significant effect on Purchasing Decisions at the Cantika Beauty Clinic in Metro City