The Influence of Lifestyle, Word of Mouth (WOM) and Perceived Value on the Decision to Use Nail Services at Puspi Nails Badung Bali
Keywords:
LIFE STYLE, WORD OF MOUNTH, PERCIEVED VALUE, PURCHASING DECITIONAbstract
Introduction/Main Objectives: This study aims to determine whether lifestyle, word of mouth, and perceived value influence consumers’ decisions to use nail care services at Puspi Nails. The objective is to examine both partial and simultaneous effects of these factors on service usage decisions.
Background Problems: Consumer decisions in the beauty service industry are increasingly influenced by personal lifestyle, information shared through word of mouth, and perceptions of value. Understanding these factors is important for service providers such as Puspi Nails in attracting and retaining customers.
Research Methods: The population of this study consisted of Puspi Nails customers from July to September 2025. A sample of 100 customers was used as research respondents.
Findings/Results: The results indicate that lifestyle, word of mouth, and perceived value each have a partial effect on the decision to use nail services. In addition, all three variables simultaneously influence consumers’ decisions to use nail services at Puspi Nails.
Conclusion: The study concludes that lifestyle, word of mouth, and perceived value play important roles in shaping consumers’ decisions to use nail services at Puspi Nails
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