THE INFUENCE OF SERVICE QUALITY, FACILITIES, LOCATION AND E-WOM ON THE DECISION TO USE SERVICES

Asis Fatih Fitrah Arioyo, Rizal Ula Ananta Fauzi

Abstract


This study aims to empirically prove the influence of service quality, facilities, location and E-WOM on the decision to use services at Hairland Barbershop in Takeran District, Magetan Regency. The background of this study is based on the proliferation of barbershops in Takeran in recent years. This study uses primary data sources which are the results of respondents' answers through questionnaire items. The population in this study are consumers who have purchased services at Hairland Barbershop in Takeran District, Magetan Regency using a non-probability sampling method with a purposive sampling technique, the number of samples used is 386. The method used in this study is quantitative. Data analysis was carried out using multiple linear regression through the SPSS version 25 program. The results of the study indicate that service quality, facilities, location and E-WOM partially, each independent variable shows a positive and significant influence on purchasing decisions. This indicates that the better the quality of service provided, the facilities provided, the strategic location and the good use of E-WOM. These findings provide important implications for Hairland Barbershop to continue to maintain and improve the quality of service, facilities, location and E-WOM which are utilized to increase the decision to use Hairland Barbershop services

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References


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