Pengaruh Kualitas Pelayanan, Harga dan Lokasi terhadap Kepuasan Pelanggan pada Salon Arni di Sei Kamah
DOI:
https://doi.org/10.37481/sjr.v9i4.1582Keywords:
Service Quality, Price, Location, Customer Satisfaction, Beauty SalonAbstract
Increasing competition among beauty salons has encouraged service providers to improve customer satisfaction through better service quality, competitive pricing, and strategic business locations. However, empirical evidence regarding the combined influence of these factors on customer satisfaction in local beauty service businesses remains limited. This study aims to examine the effects of service quality, price, and location on customer satisfaction at Salon Arni in Sei Kamah. A quantitative research design was employed using survey data collected from 96 customers selected through the Lemeshow sampling formula. The data were analyzed using multiple linear regression after passing validity, reliability, and classical assumption tests. The findings indicate that service quality, price, and location each have a positive and significant effect on customer satisfaction, both individually and simultaneously. Among the three variables, service quality demonstrates the strongest contribution in enhancing customer satisfaction. The regression model explains a substantial proportion of customer satisfaction, indicating that these variables play an important role in shaping customers' evaluations of salon services. The findings provide practical insights for small beauty service businesses in developing effective marketing strategies to improve customer satisfaction and strengthen their competitive position.
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