Abstract
Indonesia's beauty sector is expanding year after year. In fact, a Euromonitor analysis projects that Indonesia's market for cosmetics and personal care items will grow to over IDR 120 trillion by 2022. This study aims to better understand what factors are important for consumers in choosing a beauty clinic where in this study in choosing miracle beauty clinic. Quantitative research was developed using regression analysis with a total of 105 respondents from miracle beauty clinic consumers for a research model consisting of 5 hypotheses. The results of the study explain that of the 5 hypotheses proposed all have a significant effect, and overall service quality is influenced most by Infrastructure Quality and Personnel Quality than other independent variables. So that the main implication that needs to be considered by miracle beauty clinic is to focus more on infrastructure quality in the form of building facilities and machines that must always be updated. This research needs to be done so that the long-term strategy of the beauty clinic can be in accordance with consumer needs.
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