PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN (STUDI PADA PELANGGAN MEDIN BEAUTY)
Abstract: The development of
service businesses and the ever-increasing number of human populations and an
increasingly diverse lifestyle make the level of human need for appearance,
beauty, and fitness also growing. Lifestyle business, particularly in the areas
of appearance, beauty, and fitness as beauty and body-care clinics currently
showing good growth. Customer interest in beauty clinic is very popular today
because customers can consult directly with skin care experts. This study aims
to analyze and discuss the effect of service quality and price on customer
satisfaction and loyalty. The sampling technique used is non-probability
sampling and sampling methods done by sampling incidental taken as many as 220
people. The population is customers aged 20 to 30 years who have used the
services of Medin Beauty Pandaan. Scale of measurement in this study using
Likert scale. The measuring instrument used is a questionnaire. The analysis
tool using path analysis by AMOS program. The results showed that the quality
of service Medin Beauty Pandaan has a positive influence on satisfaction. Price
has a positive effect on satisfaction. Satisfaction has a positive effect on
loyalty. In this study, the relationship of each variable is positive so that
mediation is proven partially.
Keywords: service quality,
price, satisfaction, loyalty
Penulis: GISSELA PUTRI YOHANA
Kode Jurnal: jpmanajemendd171175
