Analysis of Service Quality, Price Perception, and Social Media on Decisions to Use Sania Firsa Wedding Organizer Services

Abstract

This study aims to analyze the influence of service quality, price perception, and social media on consumers’ decisions to use Sania Firsa Wedding Organizer services, both partially and simultaneously. This study employed a quantitative approach using a survey method. Data were collected through questionnaires using a Likert scale distributed to 92 respondents selected from a population of 166 consumers. The sampling technique used was non-probability sampling with an accidental sampling method, while the data were analyzed using multiple linear regression analysis. The results show that service quality has a positive and significant effect on the decision to use the services, with a t-value of 3.497 and a significance level of <0.001. Price perception has no significant effect, with a t-value of -1.065 and a significance level of 0.290. Meanwhile, social media has a positive and significant effect, with a t-value of 7.027 and a significance level of <0.001, and is the most dominant variable with a beta coefficient of 0.706. Simultaneously, service quality, price perception, and social media have a significant effect on the decision to use Sania Firsa Wedding Organizer services, with an F-value of 192.688 and a significance level of <0.001. The coefficient of determination (R²) of 0.868 indicates that the three independent variables explain 86.8% of the variation in consumers’ decisions to use the services, while the remaining 13.2% is influenced by other factors outside this study. These findings indicate that increasing consumers’ decisions to use the services should primarily be supported by high-quality service and effective social media management that provides informative and engaging content while strengthening potential customers’ trust.