Pengaruh Social Media Marketing dan Service Quality terhadap Revisit Intention di Uli Beauty Studio

Abstract

echnological developments and fierce competition in the beauty industry are forcing businesses to utilize social media as an effective marketing tool. Uli Beauty Studio, as one of the beauty salons in Medan City, has used Social Media as a marketing medium, but the content is less varied than competitors. In addition to digital marketing, Service quality also plays an important role in maintaining customer loyalty. This study aims to analyze how the influence of SMM and Service quality towards Revisit intention customers of Uli Beauty Studio. Digital marketing through platform like Instagram and good quality of service is the key to attracting and retaining customers. Influence between SMM and Service quality will be analyzed percially and simultaneously on the Revisit intention. The form of research used in this study is quantitative research with an associative approach. Sampling is carried out through Techniques Purposive Sampling and using 100 respondents as a sample. The primary data used in this study was obtained by distributing questionnaires directly by visiting Uli Beauty Studio while secondary data was obtained through literature studies. The data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis and hypothesis test. The results of the research conducted show that the variable SMM(X1) has a significant effect on Revisit intention(Y). meanwhile, it is known that the variable Service quality(X2) also has a significant effect on Revisit intention. Variable SMM and Service quality simultaneously influencing Revisit intention(Y). The determination coefficient test shows that there is a relationship between the SMM and Service quality towards Revisit intention with an R value of 0.490. Through value adjusted R square It is also known that the variable SMM and Service quality contributed 59.7% to the variable Revisit Intenion While the remaining 40.3% was influenced by other variables that were not discussed in this study