Consumer Preference Analysis in Decision-Making to Use Beauty Clinic Services (A Case Study on WPL Aesthetic Clinic Customers in Medan)
DOI:
https://doi.org/10.55927/fjmr.v4i1.12812Keywords:
Consumer Preference Analysis, Consumer Behavior, Service QualityAbstract
The aim of this study is to obtain empirical evidence about the ideal profile of consumer preferences and determine the importance and utility values of the attributes that shape consumer preferences in making decisions to use beauty services at WPL Aesthetic Clinic. This study uses conjoint analysis to formulate consumer preferences, assisted by SPSS software. The attributes of consumer preferences in this study include service quality, promotions, and price. The population for this study consists of customers of WPL Aesthetic Clinic, located at Jl. Beo No. 43, Sei Sikambing B, Medan Sunggal District, Medan City. The sample size for this study is 90 patients. Based on the research findings, the importance value for the service quality attribute is 38.79%, making service quality the most important attribute that significantly influences consumer preferences. The significance values for the Pearson's R and Kendall's Tau tests were below 0.05, indicating that the factors or attributes used in this study—service quality, promotions, and price—have a significant impact on influencing consumer preferences in choosing WPL Aesthetic Clinic's services.
Downloads
References
Afiyanti, S., N. Syaifulloh, M. Mulyani, I., D. (2023). The Influence of Price and Service Quality on the Decision to Use the Wedding Organizer Services of Ratu Rias Sitanggal. Jurnal Manajemen Riset Inovasi (MRI) Vol.1, No.4. Pages 61-75.
Agrevinna, M. (2020). Business Development Strategy in the Beauty Sector. Proceedings of Vocational Education of Business and Culinary Techniques, FT UNY, 15(1), 1.
Anang Firmansyah. (2018). Introduction to Management. 1st Edition. Yogyakarta: Deepublish.
Andani, F., Berutu, F., Silvanny, R., Fitroh, M. A., Arrafi, H., Rahma, A., Angelita, T. (2024). Consumer Preference Analysis on Fried Chicken Purchase Decisions at Convenience Stores (Case Study: Circle K Kumbang, Bogor City). JAMEK (JOURNAL OF ECONOMICS, MANAGEMENT, AND ENTREPRENEURSHIP).
Frank, R. H. (2011). Microeconomics and Behavior. 8th Edition, McGraw-Hill International Edition.
Hanafiah, M. A., & Wardhana, A. (2019). Analysis of Factors Affecting Consumer Preferences (Study on Armor Kopi Bandung). e-Proceeding of Management: Vol. 6, No. 1.
Istiono, D. & Hernita, N. (2022). The Influence of Customer Satisfaction and Service Quality on the Decision to Use Services at JNE Majalengka District. Jurnal Daya Saing. Vol. 8 No. 2.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing 7th Edition. Salemba Empat Publisher. Jakarta.
Kotler, P., & Keller, K. L. (2016). Marketing Management. 15th Edition. Harlow: Pearson Education Limited.
Lupiyoadi, R. (2013). Services Marketing Management. Jakarta: Salemba Empat.
Murtiningsih, E., Susanti, R., & Indriastuti, D. R. (2020). Analysis of the Influence of Service Quality and Price on Customer Loyalty with Customer Satisfaction as a Mediation Variable. Jurnal Ekonomi dan Kewirausahaan, 20(1).
Musyawarah, I. Y., & Idayanti, D. (2022). Marketing Strategy Analysis to Increase Sales at Ibu Bagas Business in Mamuju Subdistrict. Forecasting: Journal of Management Science, 1(1), 1–13.
Pangestu, P. (2017). The Influence of Consumer Preferences on Purchasing Decisions at the Halalan Thayyiban Canteen of Brawijaya University Malang. Jurnal Ilmiah Mahasiswa FEB, Vol. 6 No. 1.
Rifandi, M. N., & Yuniar. (2021). Proposed Service Attributes for Argo Parahyangan Train Transport Based on Consumer Preferences Using Conjoint Analysis Method. Prosiding Deseminasi FTI Genap. https://eproceeding.itenas.ac.id/index.php/fti/issue/view/9
Sangadji, Etta Mamang, and Sopiah. (2013). Consumer Behavior. Yogyakarta: Andi.
Saputra, G. W., & Ardani, I. G. A. K. S. (2022). The Influence of Digital Marketing, Word of Mouth, and Service Quality on Purchase Decisions. Coopetition: Journal of Management Science, 13(2), 249–258. https://doi.org/10.32670/coopetition.v13i2.1057
Sugiyanto. (2020). Marketing Management. Banten: Yayasan Pendidikan dan Sosial Indonesia Maju (YPSIM).
Tjiptono, F. (2017). Marketing Strategy, 4th Edition, Yogyakarta: Andi Offset.
Wibowo, A., T., A. (2022). Consumer Preferences on Online Grocery Shopping Application Services. Thesis: Faculty of Science and Technology. Syarif Hidayatullah State Islamic University, Jakarta.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Khofifah Dwi Syahfitri, Rulianda Purnomo Wibowo, Endang Sulystia Rini

This work is licensed under a Creative Commons Attribution 4.0 International License.