TA DIGITAL
Analisis hubungan segmentasi pasar terhadap keputusan pembelian jasa facial pada Esti Derma health & Beauty clinic, Tembalang
The research was conducted by distributing questionnaires to 100 buyers of facial services using the Stratified Sampling technique. Two variables used are market segmentation and purchasing decisions. Data collected were analysed using chi-square and contingency coefficient. The analysis shows that the variable of market segmentation concerning geograpichical aspects did not correlation with purchashing decisions. The demographic aspects of the relationship existed with a significance values of 0001, 0074 *, 0001 and 0040 and the highest closeness of the relationship with the difference in the Cmax-C 0409. The psychographic aspect had a relationship in significance values were 0055 *, 0004, 0008, 0077 * and 0084 * and the highest closeness of the relationship with the difference in the Cmax-C was 0409.
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