PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN MENGGUNAKAN JASA BARBERSHOP DENGAN KELOMPOK REFERENSI SEBAGAI VARIABEL MODERASI (Survei Pada Konsumen Mr. Bi Barbershop Dau Malang)

The aim of this research is to describe consumer responses regarding brand image, decisions to use services, and reference groups, to determine the influence of brand image on decisions to use services, the influence of reference groups on decisions to use services and the influence of brand image on decisions to use services with reference groups as variables. moderation. The type of research used is using a quantitative approach with the population, namely consumers of Mr. Bi Barbershop uses a purposive sampling technique, the sample size is set at 100 customers. The data analysis technique uses moderated regression analysis. The research results show that the brand image is included in the good criteria, the reference group supports it and the decision to use the service is confident. Brand image has a significant positive effect on the decision to use services. The reference group has a significant positive effect on the decision to use services. The reference group is proven to be able to moderate the influence between brand image and the decision to use the services of Mr Bi barbershop. expected Mr. Bi Barbershop continuously increases promotional activities as well as marketing activities in order to improve company branding