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All Journal International Journal of Health, Economics, and Social Sciences (IJHESS) Management Dynamics: International Journal of Management and Digital Sciences
Emelia Rahmadany Putri Gami
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Public Health Social Sciences

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The Influence of Emotional Value, Social Value, and Price Value on the Decision to Use NICE Bus Transportation Intan Ramadhani; Emelia Rahmadany Putri Gami; Julianto Hutasuhut; Melisa Zuriani Hasibuan
International Journal of Health, Economics, and Social Sciences (IJHESS) Vol. 7 No. 3: July 2025
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/ijhess.v7i3.8006

Abstract

This study aims to analyze the influence of emotional value, social value, and price value on the decision to use NICE Bus transportation on the Kualanamu Airport – Millenium Plaza (Helvetia) route. Safe, comfortable, and affordable public transportation is an essential need for the community to support daily activities. However, the utilization of the NICE Bus is still not optimal due to varying perceptions regarding the emotional, social, and price aspects offered. This study uses a quantitative approach with a survey method by distributing questionnaires to 90 respondents who are NICE Bus users. The independent variables in this study are emotional value, social value, and price value, while the dependent variable is the usage decision. The data analysis technique uses multiple linear regression to test the simultaneous and partial influence of the three independent variables on the usage decision. The results of the study show that emotional value has a significant influence on the usage decision, particularly in terms of comfort and emotional satisfaction when using the NICE Bus. Social value also has a significant influence, especially regarding ease of access and travel efficiency perceived by passengers. Price value is proven to have a significant influence, indicating that affordable ticket prices that match the provided facilities are an important consideration in the usage decision. This study provides practical contributions for NICE Bus management in developing customer satisfaction-oriented marketing strategies to increase passenger volume and ensure the sustainability of transportation services.
The Influence of Lifestyle, Reference Group, and Attitude on Service Usage Decisions at Bio Live Health Home Sei Bamban Nur Hazizah; Suhaila Husna Samosir; Melisa Zuriani Hasibuan; Emelia Rahmadany Putri Gami
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 3 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i3.327

Abstract

This study was conducted at Bio Live Healthy Home, located in Sei Bamban District, Serdang Bedagai Regency. The primary objective of this research is to determine how lifestyle, reference groups, and consumer attitudes influence the decision to use services offered by the institution. In a rapidly growing health and wellness industry, understanding consumer behavior is essential to improve service quality and increase customer engagement. To achieve the research objectives, the study employed a survey method with a quantitative approach. The target population consisted of service users, and a sample of 92 respondents was selected. Data collection was carried out through a combination of observation, interviews, documentation, and the distribution of structured questionnaires. The questionnaire was designed to capture variables related to lifestyle, reference groups, attitudes, and service usage decisions. Before conducting the main analysis, the data were tested for validity and reliability to ensure that the instrument accurately measured what it intended to measure. Furthermore, classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests, were conducted to confirm the feasibility of using a multiple linear regression model. The analysis was performed using the Statistical Package for the Social Sciences (SPSS) software. The results of the study revealed that lifestyle, reference groups, and attitudes each had a significant and positive influence on the decision to use services at Bio Live Healthy Home. This indicates that individuals with health-conscious lifestyles, influenced by their social environment and holding positive attitudes toward wellness services, are more likely to engage with the services offered. Moreover, these three factors collectively contributed to a meaningful explanation of the variation in consumer decisions. In conclusion, the findings highlight the importance for service providers to consider psychological and social factors when designing marketing strategies.
Co-Authors Hasibuan, Melisa Zuriani Intan Ramadhani Julianto Hutasuhut Nur Hazizah Suhaila Husna Samosir