Chandra, Karina Livia and , Ahmad Mardalis, SE., MBA (2023) Analisis Dampak Konten Di Instagram Dan Kualitas Layanan Terhadap Keputusan Penggunaan Jasa Make- Up Artist Di Kalangan Mahasiswi Universitas Muhammadiyah Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to determine the effect of Content on Instagram and Service Quality on Service Usage Decisions. This research is included into quantitative research. And this explanatory research used 176 samples of female students at the Muhammadiyah University of Surakarta. The data used is primary data where the data is obtained from the answers of respondents through the questionnaire that has been given. The data collection method uses a questionnaire and is processed using the Partial Least Square (PLS) analysis tool with SmartPLS 4.0 software. The results showed that 1. Content on Instagram had a positive and significant effect on the decision to use Make-Up Artist services, 2. Service quality had a positive and significant effect on the decision to use Make-Up Artist services. Keywords: instagram content, service quality, service usage decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | instagram content, service quality, service usage decisions. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | KARINA LIVIA CHANDRA |
| Date Deposited: | 18 Aug 2023 06:13 |
| Last Modified: | 18 Aug 2023 06:13 |
| URI: | http://eprints.ums.ac.id/id/eprint/116107 |
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