Analysis of Factors Influencing Consumer Decisions in Choosing Aesthetic Clinics in West Surabaya

Fenska Seipalla; Sri Rochani  Mulyani; Taufan Nugroho

doi:10.70716/emis.v4i3.749

Authors

Fenska Seipalla Master of Hospital Management, Faculty of Economic, Universitas Sangga Buana YPKP, Indonesia Author https://orcid.org/0000-0002-9060-999X
Sri Rochani Mulyani Master of Hospital Management, Faculty of Economic, Universitas Sangga Buana YPKP, Indonesia Author
Taufan Nugroho Master of Hospital Management, Faculty of Economic, Universitas Sangga Buana YPKP, Indonesia Author

DOI:

https://doi.org/10.70716/emis.v4i3.749

Keywords:

product, service, aesthetic clinic, marketing, consumer decision

Abstract

This study aims to analyze in-depth the effect of product, service, physical environment, and marketing on consumer decisions. The subjects of this research were 208 respondents in the West Surabaya area. The data analysis methods used were multiple linear regression analysis, coefficient of determination, and hypothesis testing. The descriptive analysis results indicate that respondents' perceptions of product, service, physical environment, and marketing on consumer decisions fall into the good to excellent category, although some issues or weaknesses that require improvement were still found in each variable. Furthermore, the multiple linear regression equation model demonstrates a positive and unidirectional functional relationship between the independent variables (X) and the dependent variable (Y), meaning that any change in the independent variables directly affects the dependent variable. This is consistent with the coefficient of determination results, which indicate a substantial influence. Both partial and simultaneous hypothesis testing show a positive and significant effect of product, service, physical environment, and marketing on consumer decisions. Therefore, to improve consumer decisions, primary attention must be given to the product, service, physical environment, and marketing variables.

References

Achadi, A., Septiani, I. N., & Masita, T. E. (2021). Pengaruh servicescape, kualitas layanan, dan persepsi harga terhadap kepuasan konsumen pada Larissa Aesthetic Center Cabang Purwokerto. Jurnal Manajemen dan Sains, 6(2), 708–712.

Anggraini, S., Yuliati, F., Malik, R., Kosasih, K., & Nugroho, T. (2025). Pengaruh kualitas layanan, kepercayaan dan citra klinik terhadap loyalitas pasien melalui kepuasan pasien di Klinik Pratama Kartika 0729 Bantul Yogyakarta. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 5(2), 912–925.

Atthahirah, A., & Agustini, P. M. (2024). Kepuasan konsumen dan reputasi merek terhadap brand loyalty Daviena Skincare. Jurnal Syntax Imperatif, 5(8), 1325–1334.

Cioppi, M., Curina, I., Francioni, B., & Savelli, E. (2023). Digital transformation and marketing: A systematic and thematic literature review. Italian Journal of Marketing, 2023(2), 207–288.

Dwinata, J. S., I. P. W., & Pambudi, Y. J. (2023). Penggunaan teknologi artificial intelligence dalam pemilihan produk kecantikan oleh konsumen wanita. E-Jurnal Manajemen, 12(7), 733–752.

Hermansyah, Yuliaty, F., & Nugroho, T. (2025). Pengaruh kualitas pelayanan dan kebijakan harga terhadap kepuasan pasien di Klinik Kimia Farma Batam. Journal of Artificial Intelligence and Digital Business, 4(3), 112–120.

Jazuli, M., Samanhudi, D., & Handoyo. (2020). Analisis kualitas pelayanan dengan SERVQUAL dan Importance Performance Analysis di PT. XYZ. Juminten: Jurnal Manajemen Industri dan Teknologi, 1(1), 67–75.

Jeeramakorn, P. (2019). The study of factors that influence consumer's choice decision receiving cosmetic surgery: A case study of Bumrungrad International Hospital and Siam Laser Clinic in Bangkok, Thailand [Master's thesis, Bangkok University]. Bangkok University Research Repository.

Kio, A. L., & Mutiarahati, N. L. A. C. (2024). Digitalization and its impact on health service marketing management: A literature review. Indonesian Journal of Global Health Research, 6(6), 4475–4482.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Lovelock, C., & Wirtz, J. (2016). Services marketing: People, technology, strategy (8th ed.). World Scientific.

Mufakhhir. (2023). Marketing strategy analysis based on segmenting and targeting in hospital: A literature review. Malahayati International Journal of Nursing and Health Science, 6(6), 450–458.

Nattalia, N., Putera, A. P., & Chomariyah, C. (2025). Perlindungan hukum Klinik Pratama yang melakukan pelayanan kecantikan berkaitan dengan perjanjian kerahasian medis. Kertha Semaya: Jurnal Ilmu Hukum, 13(2), 126–149.

Paramarta, V., Delvita, D., Yanti, R., Udayana, D., Pertiwi, A. S., & Saepudin, A. (2023). Peran human capital dalam meningkatkan kinerja perusahaan. Jurnal Manajemen dan Ekonomi Kreatif, 1(3), 85–94.

Sayoga, J. S. D., & Prihatini, A. E. (2020). Pengaruh kualitas pelayanan, harga dan word of mouth terhadap keputusan pembelian pada konsumen Natasha Skincare Candibaru Semarang. Jurnal Ilmu Administrasi Bisnis, 9(3), 232–241.

Solomon, M. R. (2018). Consumer behavior: Buying, having, and being (12th ed.). Pearson Education.

Visnu, J., Rusetiyanti, N., & Tana, S. (2020). How to determine the demand of aesthetic service: Identifying consumer's by using conjoint analysis. Journal of Economics & Business, 2(2), 50–58.

Yuliaty, F. (2017). Employee empowering through information technology and creativity in organizations. International Journal of Economic Perspectives, 11(3), 54–59.

Yusria, L., Imronudin, I., & Kuswati, R. (2024). The influence of service quality and trust on repurchase interest in beauty clinic services. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(2), 3169–3194.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.