Analisis Preferensi Konsumen dalam Keputusan Menggunakan Jasa Klinik Kecantikan (Studi Kasus pada Pelanggan WPL Aesthetic Clinic)

Abstract

This research aims to analyze and determine consumer preferences in determining and choosing beauty clinic services at WPL Aesthetic Clinic Medan. The population in this study were customers who used beauty clinic services at WPL Aesthetic Clinic Medan. The sample used in this research was 90 people. The data collection technique in this research uses statement techniques or questionnaires. The data analysis technique uses descriptive analysis and conjoint analysis to see which attributes consumers like and consider when using beauty clinic services at WPL Aesthetic Clinic Medan. Data processing in research uses SPSS. Based on the research results, it was found that the Importance Value of the service quality attribute was 38.79 or 38.79%. So that service quality is the attribute or factor that most influences consumer preferences in using WPL Clinic Aesthetic services. In the Service Quality Attribute, the most preferred attribute level is complete and up-to-date treatment equipment. In Promotion Attributes, the most preferred attribute level is Event discount. In the Price Attribute, the most preferred attribute level is variable price. Typically, the most preferred combination of attribute levels based on the results of the conjoint analysis is (complete and newest treatment equipment, event discounts, and varying prices) with the highest total Utility value preferred by customers, namely (0.116, 0.35 and 0.53 ). The significant value of the Pearson's R and Kendall's tau tests is below 0.05, so the attributes used in the research, namely service quality, promotion and price, have a significant influence in influencing the level of consumer preference in using WPL Aesthetic Clinic services.