PENGARUH GAYA HIDUP TERHADAP KEPUTUSAN MEMILIH LAYANAN JASA PADA NATASHA SKIN CARE CENTER CABANG JAMBI

KASIH ANDANI, 2000861201093 (2024) PENGARUH GAYA HIDUP TERHADAP KEPUTUSAN MEMILIH LAYANAN JASA PADA NATASHA SKIN CARE CENTER CABANG JAMBI. skripsi thesis, UNIVERSITAS BATANGHARI JAMBI.

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Abstract

The aim of this research is to obtain an overview of lifestyle and decisions about choosing services at the Natasha Skin Care Center Jambi Branch; and to analyze the influence of lifestyle on the decision to choose services at the Natasha Skin Care Center Jambi Branch. This research uses quantitative descriptive methods. The population in this study is customers of the Natasha Skin Care Center Jambi Branch, referring to the number of customers visiting in 2022 with a total of 4,859 customers. Meanwhile, in determining the sample size in this study, Slovin's theory was used with a margin of error of 10%, so that a sample of 98 was obtained. The analysis technique used a regression equation, continued by testing r Square and partial hypothesis testing with the t test. From the data processing carried out, the regression equation Y = 1.658 + 0.454.X is obtained. Meanwhile, from partial hypothesis testing, it was obtained that the t calculated for the Lifestyle variable (X) was 5.725, because the calculated t value > t table (5.725 > 1.985) it can be concluded that lifestyle influences consumers' decisions to choose services. Based on the results of data analysis and discussion in this research, it can be concluded that descriptively the lifestyle and decision to choose consumer services at the Natasha Skin Care Center Jambi Beauty Clinic are perceived as good. Apart from that, it is also known that lifestyle has a positive and significant influence on the decision to choose consumer services at the Natasha Skin Care Center Jambi Beauty Clinic.

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