PENGARUH LIFESTYLE, BUDAYA MILENIAL DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN MENGGUNAKAN JASA POTONG RAMBUT BARBERSHOP DI PONOROGO

This study aims to determine the effect of lifestyle, Millennial Culture, Word of Mouth (WOM) on the decision to use Barbershop haircut services in Ponorogo Regency. The population in this study were consumers of Barbershop haircuts in Ponorogo. The sampling technique uses the probability sampling method. The sample limit is 100 respondents with data collection techniques using questionnaires distributed online. Data analysis techniques in this study used multiple regression analysis techniques. The results of this study indicate that: (1) Lifestyle has a positive and significant effect on the decision to use services (2) Millennial Culture has a positive and significant effect on the decision to use services (3) Word of mouth has a positive and significant effect on the decision to use services (4) Lifestyle, Millennial culture, and Word of mouth (WOM) simultaneously have a positive and significant effect on the decision to use services.