ANALYSIS OF SERVICE QUALITY ON CUSTOMER SATISFACTION AT WIWIS TEMBILAHAN BEAUTY SALON
Keywords:
Service Quality, Customer Satisfaction, Analysis, TembilahanAbstract
This study aims to determine the effect of service quality tangible (physical evidence),empathy (empathy),responsiveness (power reliability (reliability) and assurance (guarantee) on the satisfaction of the Tembilahan Beauty Salon Wiwis. The type of data used in this study is primary data. The population in this study are consumers who have used the services of Wiwis Salon Tembilahan. Sampling is done by using Bailey, 50 respondents were used as the sample of this study. Data collection was carried out using a questionnaire with scale likert. The method used in this study is the method of regression analysis with the application of SPSS 26. The results of the research based on the det coefficient test obtained an R Square of 0.985 or 98.5%. This means that the customer variable is influenced by 5 independent variables namely tangible, responsiveness, reliability, and assurance. And the remaining 1.5% in other variables that are not included in the research variables. Research based on (t test) shows that quality has a significant effect on customer satisfaction with a sig value of 0.000 <0.05.
References
A. Parasuraman, Valerie A. Zeithaml & Berry, L. L, “SERVQUAL : A Multiple-Item Scale for Measuring Consumer Perception of Service Quality”, Journal of Retailing, 12-40, 1988.
A. Zeithaml, V. Parasuraman, A. and L. Berry L, “Problems and Strategies in Services Marketing” Journal of Marketing, Vol. 49, (Spring), 1985.
Apriani, D, "Analysis of Service Quality on Consumer Satisfaction at the Beauty Salon "ANINISA" Banjarbaru" (Doctoral dissertation, Islamic University of Kalimantan MAB), 2020.
Chamdan Purnama, "Motivation and Business Capability in Increasing the Success of Small Industrial Enterprises (Study of the Small Shoe Industry in East Java)",Journal. Al-Anwar College of Economics (STIE)., Mojokerto, 2014.
Dharmasetiawan, D., Aprilian, Y., Susanto, B. F., Maulana, R., & Widyawati, W. (2022). MENGOPTIMALISASIKAN C-COMMERCE WHATSAPP BUSINESS PADA PENGUSAHA KOPRA PUTIH (GUDANG KELAPA DO’A IBU) TEMBILAHAN KAB. INDRAGIRI HILIR RIAU. Selodang Mayang: Jurnal Ilmiah Badan Perencanaan Pembangunan Daerah Kabupaten Indragiri Hilir, 8(2), 82-89.
Dermawan, A., & Wikaningtyas, S. U, "Marketing Strategy at Baddy Salon (Doctoral dissertation, STIE Widya Wiwaha)", 2015.
Jauzi, I., & Prasetyo, A, "Analysis of the impact of customer satisfaction in the relationship between service orientation and service quality on customer loyalty in Muslimah salons",Journal of Theory and Applied Sharia Economics, 8(3), 297, 2021.
Rahmatika, W.D, "The Relationship between Service Quality and Customer Satisfaction at Widya Salons in Cokrah Village, Pemalang District, Pemalang Regency in 2019"(Doctoral dissertation, Pancasakti University of Tegal), 2020.
Ratnasari, A, "The Influence of Service Quality and Price on Customer Satisfaction (Case Study at a Beauty Salon)",Scientific Journal of Management Study Program, Pamulang University, 4(1), 3-26, 2016.
Sangadji, E.M., and Sopiah, "Consumer Behavior"A Practical Approach Accompanied by: Association of Research Journals. Yogyakarta: Publisher Andi, 2013.
Setiawan, A., Qomariah, N., & Hermawan, H, "The Influence of Service Quality on Consumer Satisfaction",Indonesian Journal of Management Science and Business, 9(2), 114-126, 2019.
Veronica, D, "The Influence of Service Quality on Customer Satisfaction",Journal Development, 5(1), 55-69, 2017.
Apriyanto, M., Marlina, B. F. S., Rifa, A., & Riono, Y. (2021). A SWOT analysis to improve the marketing of young coconut chips. Annals of the Romanian Society for Cell Biology, 13232-13240.
Arikunto, "Research Procedure: A Practice Approach", Rineka Cipta, Jakarta, 2014.
Farida Yuliyanti, Lamsah, Periyadi, "Marketing Management", : Banjarmasin, 2019.
Tjiptono, Fandy, "Marketing Strategy", Yogyakarta: Publisher Andi, 2002.
Fandi, Tjiptono, "Service, Quality & Satisfaction", 3rd Edition. Yogyakarta: Publisher Andi, 2014.
Fandy, Tjiptono, "Service, Quality & Satisfaction", Yogyakarta. Andy, 2016.
Ghozali, Imam, "Applications of Multivariate Analysis with the SPSS Program". Semarang : UNDIP, 2009.
Ghozali, Imam, "Applications of Multivariate Analysis with the IBM SPSS 20 Program". Semarang : UNDIP, 2012.
Ghozali, Imam, Hengky Latan, "Concepts, Techniques, Applications Using Smart PLS 3.0 for Empirical Research", BP Undip. Semarang, 2009.
Kotler, Phillip and Kevin Lane Keller, "Marketing Management", Edition 12 Volumes 1 & 2, Jakarta: PT. Index, 2016.
Kotler, Philip and Keller, Kevin Lane, "Marketing Management", Edition 12. Volume 2, Jakarta: PT Index, 2018.
Lupiyoadi, Rambat, "Competency-Based Service Marketing Management", (Edition 3), Jakarta: Salemba Empat, 2013.
Lupiyoadi, Rambat, "Services Marketing Management", Third Edition, Salemba Empat: Jakarta, 2013− Mahmud, "Educational Research Methods", Bandung: Faithful Library, 2011.− Sugiyono, "Quantitative, Qualitative and R&D Research Methods", Bandung: Alfabeta, 2012.
Sugiyono, "Quantitative, Qualitative, and R&D Educational Research Methods", Bandung: Alfabeta, 2014.
Sugiyono, "Quantitative, Qualitative and R&D Research Methods", Bandung: ALFABETA, 2015.
Sugiyono, "Quantitative, Qualitative and R&D Research Methods", Bandung: Alphabet, 2019.
