Pengaruh Social Influence pada Repurchase Intention di Salon Kecantikan

Wahyudi, Bayu Sutikno, S.E., M.S.M.

2007 | Skripsi | S1 Extention - Management

The social interaction between costumer and individual employees can be critical for business success. Similarly, factors such as costumer convenience and value for money are important to repeat purchase. Frontline employees often face the dilemma of how much social interaction is appropriate. Data were collected in 100 costumer to determine the importance of social influence on repurchase intention across the service. The finding show that social influence variable can be as important as convenience and value for money factor, rather than the amount of social interaction. In salon making costumer feel relaxed and comfortable is critical. Introduction A challenge for many services firm is how to balance convenient, efficient service with costumers need for friendly interaction. Often, one aspect is emphasized at the expense of the other. Social influence such as costumer relationship, politeness, friendliness and empathy are all thought to contribute positively to services outcomes. Similarly, task efficiency consideration such as providing more value for the costumer and making the services offering more convenience to costumer is important for business success.

The purpose of this research is to: investigate the importance of social influence on repurchase intention; compare the relative strength of social influence versus efficiency consideration; and evaluate these relationship across salon industry. Theoretical background The organizational behavioral literature has long recognize the difficulty facing employees, in taking a balanced approach to the social and task aspect of their work. In services, gronroos (1990) has distinguished functional quality as a necessary complement to the core quality component. A key dilemma for frontline staff is determining how much friendly interaction is appropriate for each costumer 9 goodwin and smith, (1990). Costumer can be critical of service employees chatting at the checkout. It is thus recognized that although the social aspect of the costumer-employee interaction can be critical. The costumer may evaluate the services using both affective responses arising from social influence and efficiency consideration. Keyword Interaction, Consumer Behavior, Value, Costumer Survey, Service Operation.

Kata Kunci : Social Influence; Repurchase Intention; Salon Kecantikan; Kepuasan Pelanggan