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Anas HIDAYAT,Binarinta Tirto ANDIKA,Sri Rejeki EKASASI 한국유통과학회 2024 유통과학연구 Vol.22 No.2
Purpose: This study aims to assert trust as an important mediator in the service business. The research topic relates to service businesses that have low exposure to comparative information and weak consumer positions in terms of law, such as the beauty clinic businesses in Indonesia. Research design, data, and methodology: This study uses explanatory and purposive sampling. A survey was conducted among 268 Indonesians, collected by distribution via Google Forms. The hypotheses were tested using AMOS software. Results: The results indicate that trust did not have a significant role in mediating brand awareness, service quality, and price perception on revisit intention, but only mediated satisfaction. Furthermore, this study discloses the neutralization attitude and dissonance behavior represented by trust mediation. Conclusions: These findings attempt to expand the literature on the role of trust in the service business. However, the beauty clinic business in Indonesia infers misbehavior. Misbehavior is caused by vulnerable conditions in which consumers are unable to share their experiences with other consumers. The reason is that the defamation law in Indonesia is often implemented in the wrong direction. This must be corrected so that consumers obtain their rights and create a mutually beneficial relationship between beauty businesses and consumers.
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