DETERMINANTS OF CONSUMER PURCHASE DECISION IN MAKEUP ARTIST SERVICES

Abstract

Nowadays, not all women can make themselves up properly and perfectly to attend an important event, so they need Makeup Artist (MUA) services. Supported by technological advances where consumers are starting to leave the traditional way of finding MUA from salons near their homes whose quality is unknown, so MUA services platforms exist. The number of MUAs spread across Indonesia has reached 500,000. The large business opportunity as MUA in Indonesia means that MUAs must be able to maintain their business in the face of competition because consumers have many considerations in choosing and buying services. On the other hand, MUA still has difficulty getting consumers and the MUA services still does not know about the consumer purchase decision. The purpose of this study is to determine consumer purchasing decisions for MUA services, factors that influence the purchasing decision for the MUA services, and marketing communications that are suitable for the consumer purchase decision. The data analyzed with a mix method, qualitatively and quantitatively. Qualitative methods are used in-depth interviews with coding and quantitative methods by distributing questionnaires online using SmartPLS 3.0. The results of qualitative analysis from the informant’s explanation divided into eight subjects, there are reasons for using MUA service, need fulfillment, specific time, source of information, consideration when choose MUA services, MUA services comparison, customer satisfaction, and considerations when choose MUA services platform. The research of quantitative analysis reveals that perceived risk, sales promotion and direct marketing have a negative significant relationship on purchase decision, whereas tie strength and involvement have a positive significant relationship on WOM influence. Meanwhile, WOM influence and advertising have a positive significant relationship on purchase decision for MUA services. The findings of this study give recommendations to MUA services to focus on advertising, provide review features, and create attractive portfolios.