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All Journal JOURNAL OF SCIENCE AND SOCIAL RESEARCH Jurnal Media Ekonomi (JURMEK) Jurnal Media Ekonomi (JURMEK) KAFEBIS Investasi : Inovasi Jurnal Ekonomi Dan Akuntansi
CIAMAS, ELSERRA SIEMIN
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Library & Information Science Social Sciences

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Journal : JOURNAL OF SCIENCE AND SOCIAL RESEARCH

 1 
PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PENGGUNAAN JASA MAKE-UP ARTIST (MUA) Dryani, Juni Lesman; Ciamas, Elserra Siemin
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol 8, No 4 (2025): November 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i4.4622

Abstract

Abstract: This study aims to analyze the influence of service quality and product quality on the decision to use Make-Up Artist (MUA) services. A quantitative approach was applied using a survey method with 120 respondents who had previously used MUA services. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression, including validity, reliability, classical assumption tests, and hypothesis testing (t-test, F-test, and coefficient of determination). The findings reveal that service quality and product quality have no significant partial effect on consumer decisions, yet jointly they significantly influence the decision to use MUA services. The coefficient of determination (R²) of 0.052 indicates that both variables explain only 5.2% of the variance in consumer decisions, while the remaining percentage is influenced by other factors such as price, promotion, and brand image. This study concludes that service quality and product quality are important when combined, but need to be integrated with external factors to strengthen consumer decisions in selecting MUA services. Keyword: Service Quality; Product Quality; Consumer Decision; MUA; Beauty Services Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan kualitas produk terhadap keputusan penggunaan jasa Make-Up Artist (MUA). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap responden yang pernah menggunakan jasa MUA, dengan jumlah sampel 120 orang. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan regresi linier berganda melalui uji validitas, reliabilitas, asumsi klasik, serta uji hipotesis (uji t, uji F, dan koefisien determinasi). Hasil penelitian menunjukkan bahwa kualitas pelayanan dan kualitas produk secara parsial tidak berpengaruh signifikan terhadap keputusan penggunaan jasa MUA. Namun, secara simultan keduanya berpengaruh signifikan terhadap keputusan penggunaan jasa. Nilai koefisien determinasi (R²) sebesar 0,052 mengindikasikan bahwa kedua variabel hanya mampu menjelaskan 5,2% variasi keputusan konsumen, sedangkan sisanya dipengaruhi oleh faktor lain seperti harga, promosi, dan citra merek. Temuan ini menyimpulkan bahwa kualitas pelayanan dan produk penting sebagai kombinasi, namun perlu diintegrasikan dengan faktor eksternal lain untuk memperkuat keputusan konsumen dalam memilih jasa MUA. Kata kunci: Kualitas Pelayanan; Kualitas Produk; Keputusan Penggunaan; MUA; Jasa Kecantikan.
Co-Authors Dania, Eva Dewi Anggraini Dryani, Juni Lesman Erlyana, Erlyana Fahmi Sulaiman Febria, Fulvia Fredi, Fredi Jung, Chavia Zagita Liaufaldi, Nurjafa Maulana, Fauzi Akbar Nugroho , Ngajudin Setiawan, Handy Supriyanto Supriyanto Susanto Susanto Sutarno Sutarno VINCENT, WILLIAM YONGGO, FLORENCE Yuliana .