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"Media sosial menjadi wadah yang memfasilitasi pemenuhan entertainment need dan memicu purchase intention pada penggemar K-Pop. Penelitian ini bertujuan untuk melihat pengaruh kebutuhan hiburan dan intensi pembelian album dan merchandise yang dimediasi oleh sikap terhadap K-Pop. Penelitian ini bersifat kuantitatif dan mengambil sampel penggemar K-Pop (N=457) yang berusia lebih dari 17 tahun. Entertainment dan Attitude Toward Foreign Music Scale dari An et al. (2020) dan Purchase Intention Scale milik Ural dan Devrimag (2017) digunakan dalam penelitian ini. Analisis data dilakukan menggunakan teknik analisis simple mediation melalui PROCESS v.4.1. Hasil penelitian menemukan bahwa sikap terhadap K-Pop memediasi secara penuh pengaruh entertainment need dan intention to purchase album dan merchandise. Hasil penelitian ini dapat dimanfaatkan oleh pelaku bisnis di industri musik Indonesia untuk mendukung pembentukan attitude dengan memperhatikan aspek entertainment need untuk meningkatkan perilaku membeli melalui media sosial yang spesifik untuk konsumen yang dituju.

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Social media is the platforms that facilitates the fulfilment of entertainment need and purchase intention for K-Pop fans. This study aims to see the effect of entertainment need and intention to purchase album and merchandise mediated by attitudes towards K-Pop. This research is quantitative in nature and takes a sample of K-Pop fans (N=457) who are over 17 years old. Entertainment Scale and Attitude Toward Foreign Music from An et al. (2020) and Ural and Devrimag's Purchase Intention Scale (2017) were used in this study. Data analysis was performed using a simple mediation analysis technique through PROCESS v.4.1. This study found that attitudes towards K-Pop fully mediated the influence of entertainment need and intention to buy albums and merchandise. The results of this study can be used by business owner in the Indonesian music industry to support attitude formation by paying attention to aspects of entertainment need to increase buying behavior through social media that is specific to the intended consumers."

"Penelitian ini bertujuan untuk mengetahui hubungan customer expectation, perceived enjoyment, perceived ease of use, dan customer satisfaction terhadap repurchase intention barang bekas pakai secara online dalam konteks Carousell. Sampel yang digunakan dalam penelitian ini adalah pengguna aktif aplikasi Carousell yang berdomisili di Indonesia, berusia 17 - 55 tahun dan pernah membeli barang bekas pakai melalui aplikasi Carousell dalam 3 bulan terakhir. Kuesioner menggunakan platform Google Form dan mendapatkan keseluruhan responden dari berbagai media sosial dan melalui aplikasi Carousell. Dalam penelitian ini, terdapat 230 jumlah responden secara keseluruhan. Data yang terkumpul diolah menggunakan metode Partial Least Square - Structural Equation Modeling (SEM) dan menggunakan software SmartPLS. Hasil penelitian ini menunjukkan bahwa Customer Expectation memiliki pengaruh positif terhadap Perceived Enjoyment, Perceived Ease of Use dan Customer Satisfaction. Selanjutnya, Customer Satisfaction memiliki pengaruh secara positif terhadap Repurchase Intention. Lalu ditemukan pula Perceived Enjoyment mempengaruhi Customer Satisfaction dan Repurchase Intention secara positif. Sedangkan perceived ease of use terbukti mempengaruhi perceived enjoyment dan repurchase intention secara positif tetapi memiliki hubungan negatif terhadap Customer Satisfaction. Tetapi, Perceived Enjoyment terbukti memediasi hubungan Perceived Ease of Use terhadap Customer Satisfaction.

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This study aims to determine the relationship between customer expectation, perceived enjoyment, perceived ease of use, and customer satisfaction on repurchase intention of used goods online in the context of Carousell. The sample used in this study are active users of the Carousell application who are domiciled in Indonesia, aged 17 - 55 years and have purchased used goods through the Carousell application in the last 3 months. The questionnaire uses the Google Forms platform and gets overall respondents from various social media and through the Carousell application. In this study, there were 230 total respondents. The collected data was processed using the Partial Least Square - Structural Equation Modeling (SEM) method and using the SmartPLS software. The results of this study indicate that Customer Expectation has a positive influence on Perceived Enjoyment, Perceived Ease of Use and Customer Satisfaction. Furthermore, Customer Satisfaction has a positive influence on Repurchase Intention. Then it was also found that Perceived Enjoyment positively affected Customer Satisfaction and Repurchase Intention. Meanwhile, Perceived Ease of Use has been shown to positively affect perceived enjoyment and repurchase intention but has a negative relationship with Customer Satisfaction. However, Perceived Enjoyment is proven to mediate the relationship between Perceived Ease of Use and Customer Satisfaction"

"Ketenaran K-pop yang sedang menguasai dunia menciptakan pintu terbuka yang luar biasa bagi merek-merek untuk bekerja sama dengan selebriti K-pop dalam upaya promosi mereka. Hal ini dilakukan dengan harapan dapat menjangkau penggemar mereka yang terkenal sangat setia sebagai segmen pasar. Penelitian ini bertujuan untuk mengetahui hubungan celebrity worship penggemar K-pop terhadap dengan Advertisement Attitude, Brand Attitude, dan Repurchase Intention. Pengujian dilakukan dengan menggunakan Celebrity Attitude Scale (CAS) pada sampel yaitu 480 penggemar K-pop yang sebelumnya telah membeli produk K-pop dari merek yang didukung selebriti K-pop. Penelitian dilakukan melalui kuesioner daring menggunakan teknik snowball sampling melalui media sosial dan komunitas penggemar daring. Data dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa mayoritas dimensi celebrity worship memiliki hubungan positif dengan Advertisement Attitude, Brand Attitude, dan Repurchase Intention. Dimensi Entertainment-Social dari pemujaan selebriti ditemukan tidak memiliki hubungan yang signifikan dengan niat pembelian kembali. Namun, jika dimediasi oleh sikap terhadap merek dan sikap terhadap iklan, semua dimensi celebrity worship ditemukan memiliki hubungan yang signifikan dengan niat pembelian ulang. Hasil tesebut menunjukan bahwa menggunakan selebriti K-pop dalam usaha pemasaran adalah hal yang tepat, dan penting untuk membangun Advertisement Attitude dan Brand Attitude penggemar K-pop terlebih dahulu sehingga mereka dapat memiliki Repurchase Intention. Oleh karena itu, strategi pemasaran yang berbeda harus dipertimbangkan untuk menarik perhatian para penggemar K-pop dengan apa pun tingkat pemujaan selebriti yang mereka miliki. Temuan dalam penelitian ini akan memberikan pengetahuan kepada manajer pemasaran untuk membantu mereka memutuskan strategi promosi terbaik yang akan digunakan untuk penggemar selebriti K-pop sebagai target pasar.

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K-pop's reigning worldwide fame creates a tremendous open door for brands to work with K-pop celebrities in their promotional efforts. This is done with the hope of reaching their fans who are known to be very loyal as a market segment. This study aims to determine the relationship between celebrity worship of K-pop fans with Advertisement Attitude, Brand Attitude, and Repurchase Intention. The test was conducted using the Celebrity Attitude Scale (CAS) on a sample of 480 K-pop fans who had previously purchased K-pop products from brands endorsed by K-pop celebrities. The research was conducted through an online questionnaire using a snowball sampling technique through online fan communities and social media. Data were analyzed using PLS-SEM. The results showed that the majority of celebrity worship dimensions have a positive relationship with Advertisement Attitude, Brand Attitude, and Repurchase Intention. The Entertainment-Social dimension of celebrity worship was found to have no significant relationship with Repurchase Intention. However, if mediated by attitude towards brand and attitude towards advertising, all dimensions of celebrity worship were found to have a significant relationship with Repurchase Intention. These results show that using K-pop celebrities in marketing efforts is the right thing and indicates that in order for K-pop fans to have a Repurchase Intention, it's critical to first develop their opinions toward the brand and commercials. Therefore, different marketing strategies should be considered to attract the attention of K-pop fans regardless of their level of celebrity worship. The findings in this study will provide marketing managers with knowledge to help them decide the best promotion strategy to use for K-pop celebrity fans as a target market."

"Saat ini, masyarakat memiliki produktivitas yang kian tinggi, sehingga mereka membutuhkan informasi dan komunikasi yang menuntut kemudahan dan kecepatan akses. Melihat fakta tersebut, perusahaan di bidang teknologi berlomba dalam menarik perhatian konsumen, salah satunya dengan melakukan strategi logo merek. Tujuan utama skripsi ini adalah untuk mengetahui pengaruh dari identitas diri logo, manfaat fungsi logo dan estetika logo (logo self identity, logo functional benefit dan logo aesthetic appeal) terhadap pengenalan logo merek dan komitmen konsumen (logo identification dan customer commitment) pada merek Apple dan Samsung. Penelitian ini dilakukan dengan metode Structural Equation Modeling, dengan unit analisis warga Jabodetabek. Hasil dari penelitian ini menyimpulkan bahwa konsumen lebih mudah mengenali suatu merek apabila logo merek memiliki unsur estetika dan memiliki keterkaitan dengan nilai yang dimiliki oleh diri konsumen. Komitmen konsumen akan meningkat jika logo merek yang didesain oleh suatu perusahaan memiliki unsur estetika dan memiliki keterkaitan dengan nilai yang dimiliki oleh diri konsumen. Pengenalan konsumen terhadap suatu logo merek tidak menyebabkan peningkatan komitmen konsumen/loyalitas akan suatu merek.

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Nowadays, people?s productivity is growing high, so they need information and communication that demands the convenience and speed of access. If we look at the facts, technology companies race to attract attention of consumers by doing the strategies of brand logos. The main goal of this thesis is to determine the influence of identity logo, logo function and aesthetic benefits of logos toward logo identification and customer commitment on brand Apple and Samsung. This research was conducted by the method of Structural Equation Modeling, with doing analysis to people in Jabodetabek.

The results of this study concluded that consumers more easily identify a brand when brand logo have elements of aesthetics and coupled with a value that belongs to the consumer. Customer commitment will increase if the brand logo was designed by a company has elements of aesthetics and coupled with a value that belongs to the consumer. The introduction of a consumer brand logo does not lead to increased consumer loyalty/commitment of a brand."

"ABSTRAKPenulisan ini bertujuan untuk mengetahui pengaruh Undian Berhadiah "Kemilau Emas" terhadap keputusan gadai nasabah Pegadaian Syariah Cabang Margonda Depok. Sampel penulisan ini adalah nasabah yang baru pertama kali atau pernah gadai. Studi lapangan terhadap 40 nasabah menunjukkan hasil yang variatif. Hasil penulisan menyarankan bahwa Pegadaian Syariah Cabang Margonda Depok harus bekerja sama dalam meningkatkan mengembangkan promosi pemasaran, memberdayakan masyarakat sekitar, dan membuat promosi iklan di internet.

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ABSTRACT

This research aims to determine the relationship between sweepstakes "Kemilau Emas" to costumer purchase decision. The sample was new or loyal customer on periode August-November 2015. Field studies on 40 customer showed varied results. The results of the study suggest that Pegadaian Syariah Cabang Margonda Depok need improve to develope marketing campaigns, empowering local communities, and create an attaractive advertising campaigns on the internet."

"Teknologi memiliki peran yang signifikan dalam membentuk lansekap dari industri ritel. Kemajuan teknologi dalam proses pemberian pelayanan telah mempengaruhi proses interaksi antara konsumen dengan perusahaan. Namun, investasi teknologi tersebut tidak akan memberikan hasil maksimal jika tidak digunakan oleh konsumen. Penelitian ini bertujuan untuk menjelaskan pengaruh mediasi dari Attitude terhadap Self-Service Technology pada hubungan antara Antecedent Beliefs dan Intention to Use dengan cara lintas studi. 102 partisipan dengan beragam faktor demografi digunakan untuk menguji hipotesa bahwa Ease of Use dan Usefulness mempengaruhi Attitude secara positif, Need for Interaction dan Risk mempengaruhi Attitude secara negatif, dan Attitude terhadap Self-Service Technology memediasi hubungan antara Antecedent Beliefs dan Intention to Use. Hasil dari penelitian ini mengindikasikan bahwa Ease of Use dan Usefulness adalah faktor utama yang mempengaruhi Attitude terhadap Self-Service Technology. Secara tak terduga, hasil penelitian ini juga mengindikasikan bahwa Risk mempengaruhi Attitude secara positif dan Need for Interaction merupakan satu-satunya faktor signifikan yang mempengaruhi Attitude terhadap Self-Service Technology yang berfungsi untuk memfasilitasi proses transaksi. Penelitian ini juga mendiskusikan eksplorasi lebih jauh dan saran untuk penelitian selanjutnya, dengan implikasi hasil penelitian untuk perusahaan dalam merencanakan dan mengelola Self-Service Technology.

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Technology has played a significant role in shaping the landscape of retail industry. The advancement of technology in service delivery has affected the way customers interact with company. However, this capital invested by company will not pose its true benefits if not utilized by customers. This research attempted to elaborate the mediation influence of attitude towards Self Service Technology on the relationships between antecedent beliefs and intention to use Self Service Technology by using a cross sectional study. A sample of 102 individuals in a range of varied demographics was used to test the hypotheses that ease of use and usefulness positively influence attitude, need for interaction and risk negatively influence attitude, and that attitude towards Self Service Technology mediates the relationships between antecedent beliefs and intention to use Self Service Technology.

The results indicated that ease of use and usefulness are key determinants affecting people's attitude towards Self Service Technology. Unexpectedly, results suggested that perceived risk positively influences attitude towards Self Service Technology and that the need for interaction was found to be significant only to predict the attitude towards Self Service Technology facilitating transaction. Further exploration is elaborated, and the suggestions for future research avenues are discussed with practical implications of the findings critical for firms in planning and managing their Self Service Technologies. "

"ABSTRAKPiranti lunak aplikasi perangkat mobile (mobile applications/App) telah mengalami pertumbuhan sejalan dengan penggunaan smartphones pada beberapa tahun ini. Diantara banyaknya kategori mobile Apps, social Apps adalah kategori yang mengalami pertumbuhan tertinggi pada 2013. Dengan banyaknya penelitian mengenai intensi perilaku dari penggunaan mobile Apps dengan hal-hal yang mempengaruhinya, penelitian mengenai intensi keberlanjutan penggunaan (continuance intention) masih menjadi hal yang penting untuk diteliti. Penelitian ini bertujuan untuk menganalisis pengaruh customer value perspectives, yang terdiri dari perceived usefulness, perceived enjoyment, dan social ties, terhadap continuance intention baik secara langsung, maupun dengan mediasi dari satisfaction dan habit. Sampel penelitian ini adalah 141 orang yang menggunakan Instagram dalam sebulan terakhir dengan ketentuan jenis penggunaan; dan dikumpulkan dengan menggunakan metode non-probability sampling dengan teknik convenience, judgemental, dan snowball sampling. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil penelitian menunjukkan bahwa perceived usefulness berpengaruh langsung terhadap continuance intention; perceived enjoyment berpengaruh baik langsung maupun melalui satisfaction dan habit; dan social ties berpengaruh tidak langsung melalui habit.

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ABSTRACTMobile application software (mobile applications/App) has grown in conjunction with the use of smartphones in recent years. Among numerous categories of mobile Apps, social Apps were one of those with the greatest growth in 2013. Despite abundant research on users? behavior intention of mobile Apps, continuance intention is still an important thing to investigate. This study aims to analyze the effect of customer value persepectives, consist of perceived usefulness, perceived enjoyment, and social ties, towards continuance intention directly or by the mediation of satisfaction and habit. The sample are 141 users of Instagram which using Instagram at least for the last one month, with the specific conditions of usage; and gathered through non-probability sampling method using convenience, judgmental, and snowball sampling technique. The data was processed using Structural Equation Modelling. The results shows that perceived usefulness has a direct effect on continuance intention, with no indirect effect; perceived enjoyment has both direct and indirect effect through satisfaction and habit; and social ties has indirect effect through habit with no direct effect."

"Tingkat loyalitas pelanggan tunai dan jaminan non Pertamina di Rumah Sakit Pertamina Jaya saat ini belum diketahui tetapi data RSPJ menunjukkan adanya tingkat retensi yang masih rendah (<80%) dengan adanya angka loss pasien yang cukup tinggi lebih dari 50%. Penelitian ini bertujuan untuk mengetahui tingkat loyalitas pelanggan tunai dan jaminan non PERTAMINA di unit rawat jalan Rumah Sakit Pertamina Jakarta. Dalam kerangka konsep penelitian ini terdapat variabel dependen, independen dan faktor konfonding. Sebagai variabel dependen adalah loyalitas pelanggan, variabel independen adalah kepuasan pelanggan yang meliputi harapan dan persepsi responden. Tingkat kepuasan dihitung berdasarkan gap dengan metode SERVQUAL yang terdiri dan lima dimensi yaitu dimensi tangible, reliability, resposiveness, assurance dan empathy. Hasil perhitungan, bertujuan untuk meIihat diantara kelima dimensi tersebut manakah yang merniliki pengaruh paling dominan terhadap loyalitas pelanggan dan mencari faktor yang menjadi konfonding terhadap hubungan kepuasan pelanggan dengan loyalitas pelanggan di unit rawat jalan poliklinik spesialis Rumah Sakit Pertamina Jaya. Metode penelitian yang dilaksanakan adalah metode kuantitif yang menggunakan 137 orang pasien yang datang ke polilditui spesialis Rumah Sakit Pertamina Jaya dalam masa penelitian menjadi respondennya secara acak. Sebelum melakukan survey terhadap responden, kuesioner terlebih dahulu di uji validitas dan reliabilitasnya, setelah didapat hasil kuisioner valid dan reliabel maka penyebaran kuesioner dilakukan. Kemudian data yang sudah diperoleh dari hash l penelitian ini selanjutnya diolah dan dianalisis dengan menggunakan metode analisa deskriptif, korelasi chi-Square dan regresi logistik. Berdasarkan hasil penggunaan SERVQUAL sebagai alat ukur kepuasan pada masing-masing dimensi, memperlihatkan adanya hubungan signifrkan antam kepuasan dengan loyalitas pelanggan. Dimensi Responsiveness dan Reliability adalah variabel yang paling signifikan, sedangkan basil uji p value, variabel Tangible (0.584), Assurance (0.620) dan Empathy (0.300) seeara statistik tidak signifikan. Jarak merupakan konfonding hubungan kepuasan pelanggan dengan loyalitas pelanggan, Sedangkan waktu tempuh bukan merupakan variabel konfonding. Maka rnodelnya adalah sebagai berikut loyalitas = -4.725 + 0.456 (Tang) + 0.987 (reli) + 0.990 (Resp) + 0.293 Ass(1) 0.598 (Emp) + 0.222 (Waktu) — 1.730 (Jantic). Sebagai kesimpulan dari penelitian ini bahwa tingkat kepuasan dapat berpengaruh terhadap loyalitas pelanggan tetapi tingkat loyalitas pelanggan tidak hanya dipengaruhi oleh kepuasan pelanggan saja melainkan masib ada faktor konfonding yang dapat mempengaruhi hubungan kepuasan dengan loyalitas pelanggan yaitu jarak. Oleh karena itu disarankan kepada pihak manajemen rumah sakit untuk selalu berusaha memenuhi harapan pelanggan demi tercapainya kepuasan pelanggan dan bisa menumbuhkan rasa loyalitas pelanggan terhadap rumah sakit pertamina jaya dimasa depan.

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The loyalty level of cash and non-PERTAMINA guaranteed customers in Pertamina Jaya Hospital has not been identified nowadays but its data shows that there is low retention level (<80%) with high loss value more than 50%. This research intended to find out the loyalty level of cash and non-PERTAMINA guaranteed customers in outpatient department in Pertamina Hospital Jakarta. There are dependent and independent variabel and also confounding factor within its conceptual construction of this research. The loyality of customer as the dependent variable, the independent variable is the customers' satisfaction focused in the respondents' expectation and perception. The level of satisfaction is counted based on the gap with SERVQUAL method which consists of five dimensions namely tangible, reliability, responsiveness, assurance and empathy. The result of this research is to identify which one is the most dominant among those five dimensions towards customers' loyalty and to find out the confounding factor towards the relation between the customers' satisfaction and customers' loyality in outpatient department of specialist clinics in Pertamina Jaya Hospital. This is a quantitative study which involved. 137 patients in Pertamina Jaya Hospital, specialists polyclinic. The respondents were taken randomly. Before doing the survey, the questioannaire had been tested. After getting the validity and reliability, the questionnaires were distributed. Then, the data was processed and analyzed by using descriptive analysis, chi-square correlation and logistic retention. SERVQUAL showed there's a significant relation between customer's satisfaction and loyalty, especially from responsiveness and reliability dimensions. They are the most significant. Meanwhile, p value shows Tangible (0.584), assurance (0.620) and empathy (0.300). They statistically show insignificant value, though they are also important in seeing the satisfaction and loyalty. While distance is a confoding, time isn't. It makes the model : Loyalty -4.725 + 0.456 (Tang) + 0.987 (Reli) + 0.990 (Resp) +0.293 ass (1) + 0.598 (Ernp) + 0.222 (Time) — 1.730 (distance). As a conclusion, satisfaction can influence customer's loyalty, though it's not the only reason. There's a confoding reason, which is distance. That's why, it is recommended to hospital management to always fulfill customer's satisfaction and finally grow the loyalty to the hospital."

"[ABSTRAKPenelitian ini bertujuan untuk membahas tentang faktor-faktor yang mempengaruhi intensi perilaku konsumen untuk membeli lampu LED sebagai lampu hemat energi di rumah tangga, dilihat dari perspektif theory of planned behavior dan Customer Satisfaction. Sikap, Norma dan Perceived behavior control berpengaruh terhadap perilaku membeli lampu LED. Customer Satisfaction terhadap lampu yang mereka gunakan saat ini berpengaruh terhadap perilaku membeli lampu LED. Secara keseluruhan model TPB dengan Customer Satisfaction memiliki kecocokan untuk memprediksi intensi perilaku membeli lampu LED.

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ABSTRACT The focus of this study is to investigate which factor may influence intention of customer behavior to buy LED light as energy saving lamps in households, viewed from the perspective of theory of planned behavior and Customer Satisfaction. Attitudes and subjective norms and perceived behavior control has insignificant influence towards the intention of customer behavior to buy LED light. Customer Satisfaction toward existing light also influence the intention of customer behavior to buy LED light. Overall the TPB and Customer Satisfaction modal can be use to predict behavior intention to buy LED lights.;The focus of this study is to investigate which factor may influence intention of customer behavior to buy LED light as energy saving lamps in households, viewed from the perspective of theory of planned behavior and Customer Satisfaction. Attitudes and subjective norms and perceived behavior control has insignificant influence towards the intention of customer behavior to buy LED light. Customer Satisfaction toward existing light also influence the intention of customer behavior to buy LED light. Overall the TPB and Customer Satisfaction modal can be use to predict behavior intention to buy LED lights.;The focus of this study is to investigate which factor may influence intention of customer behavior to buy LED light as energy saving lamps in households, viewed from the perspective of theory of planned behavior and Customer Satisfaction. Attitudes and subjective norms and perceived behavior control has insignificant influence towards the intention of customer behavior to buy LED light. Customer Satisfaction toward existing light also influence the intention of customer behavior to buy LED light. Overall the TPB and Customer Satisfaction modal can be use to predict behavior intention to buy LED lights., The focus of this study is to investigate which factor may influence intention of customer behavior to buy LED light as energy saving lamps in households, viewed from the perspective of theory of planned behavior and Customer Satisfaction. Attitudes and subjective norms and perceived behavior control has insignificant influence towards the intention of customer behavior to buy LED light. Customer Satisfaction toward existing light also influence the intention of customer behavior to buy LED light. Overall the TPB and Customer Satisfaction modal can be use to predict behavior intention to buy LED lights.]"

"Menurut data dari Euromonitor, saat ini bisnis perawatan tubuh pria memiliki peluang bisnis yang sangat tinggi, namun pertumbuhan channel distribution untuk non-retail channel yaitu salon nilai pertumbuhannya konsisten dari tahun 2013 hingga tahun 2018, yaitu sebesar 0.1%. Barbershop merupakan salah satu channel distribusi perawatan tubuh pria. Pada studi ini analisis kebutuhan konsumen terpenting dalam penggunaan jasa barbershop dianalisis berdasarkan tiga faktor customer equity, yang terdiri dari value, brand, dan relationship. Hasil analisis ketiga faktor yang menurut konsumen penting tersebut nantinya akan dibandingkan dengan penilaian performa yang diberikan Good Willie Barber Shop (GWBS) kepada pelanggannya berdasarkan penilaian subjektif dari pemiliknya. Hasil analisis perbandingan ketiga faktor tersebut nantinya akan dianalisis dengan menggunakan Analisis IPA; hasil analisis tersebut akan digunakan sebagai dasar perbaikan layanan yang diberikan GWBS. Selain Analisis IPA, pendekatan lain yang digunakan untuk menganalisis keadaan GWBS antara lain model bisnis kanvas, analisis SWOT, analisis internal dan eksternal, semua analisis ini dilakukan untuk menemukan masalah dan kekurangan dari GWBS, sehingga dapat dilakukan perbaikan. Studi ini dilakukan dengan metode kualitatif dan kuantitatif berdasarkan wawancara dengan pemilik, observasi lingkungan bisnis dan pelanggan. Hasil analisis menunjukan bahwa GWBS perlu melakukan perbaikan pada value equity, untuk menentuka perbaikan yang tepat maka studi ini menggunakan analisis kualitas layanan untuk meninjau kebutuhan aktual dari pelanggan GWBS. Selain itu, hasil dari observasi kualitas layanan ini akan digunakan untuk membandingkan posisi jasa yang diberikan GWBS pada customer value hierarchy, sehingga dapat ditentukan perbaikan yang perlu dilakukan salah satunya adalah dengan melakukan remodelling bisnis model.

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Nowadays men's grooming has an immense business opportunity based on Euromonitor data‟s, but the growth of channel distribution of men‟s grooming from 2013 to 2018 is only 0.1%. Barbershop is one of the channel distributions on men‟s grooming industry. This study analyzes the needs of barbershop customer from three-factor of customer equity, value, brand, and relationship and compares the services provided by the Good Willie barbershop. The result of the comparison analyzed by IPA analysis; the result used as one of deliberation to improve Good Willie barbershop. Beside IPA analysis, business model canvas, SWOT analysis, internal and external analysis used as a method to find the problem and make an improvement at good willie barbershop. This study conducted by qualitative and quantitative methods based on owner interview, business, and customer observation. The result of the analyze, good willie barbershop needs improvement in value equity, to get the exact improvement this study used service quality to scan the actual needs of good willie barbershop customers. Moreover, the result of service quality observation used to compare good willie barbershop position in

customer value hierarchy and determine which value needs to improve, one of the improvement GWBS needs is remodelling model business."