Analisis Preferensi Konsumen Dalam Memilih Klinik dan Skincare Komersial

Lathi, Kinasih Ramunghing (2026) Analisis Preferensi Konsumen Dalam Memilih Klinik dan Skincare Komersial. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study aims to analyze consumer preferences in choosing commercial skincare products and beauty clinics based on six factors: price, product quality or Treatment out-comes, halal awareness, brand image or reputation, shopping or service experience, and legali-ty and safety. This study employed a descriptive qualitative approach with purposive sam-pling. Data were collected through semi-structured in-depth interviews with five informants who had experience using commercial skincare products and receiving Treatments at beauty clinics. The data were analyzed using the interactive model of Miles, Huberman, and Saldaña through data reduction, data display, and conclusion drawing and verification. The findings show that all six factors are considered by consumers, although their roles differ depending on the type of skincare option. Of the 115 thematic codes identified, shopping or service ex-perience had the highest frequency at 33.91%, followed by product quality or treatment out-comes at 26.09%, legality and safety at 16.52%, price at 13.04%, brand image or reputation at 6.09%, and halal awareness at 4.35%. These percentages represent the frequency of themes identified in the qualitative data rather than the magnitude of statistical influence. For com-mercial skincare products, product quality and suitability were the most decisive considera-tions for continued use. For beauty clinics, service experience and the quality of professional care were the most prominent considerations. Commercial skincare products tend to be used as routine daily care, while beauty clinics are chosen when consumers require more specific and professional treatment. The two alternatives therefore tend to complement each other ac-cording to consumers’ skincare needs.

Item Type:	Thesis (Tugas Akhir (S1) - )
Subjects:	Customer Behavior Marketing Management (Manajemen Pemasaran) Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Kinasih Ramunghing Lathi
Date Deposited:	15 Sep 2026 07:37
Last Modified:	15 Sep 2026 07:38
URI:	https://repository.bakrie.ac.id/id/eprint/14806

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