Pemodelan Kepuasan dan Loyalitas Pelanggan di Industri Barbershop: Kasus Barbershop Hungky Dory Kota Bogor Tahun 2019

Arifin, Muhammad Fakhrul (2020) Pemodelan Kepuasan dan Loyalitas Pelanggan di Industri Barbershop: Kasus Barbershop Hungky Dory Kota Bogor Tahun 2019. Masters thesis, IPB University.

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The development of the era makes many changes in life. Various types of businesses have sprung up very innovatively and are different from the others. This encourages business people to always look for opportunities and create something new that is desired by customers. The type of haircut business is one that has experienced a very drastic change. Hunky Dory is a barbershop that offers a different quality of service from its competitors, supported by a variety of existing facilities. The level of customer trust is important in maintaining customer satisfaction and loyalty. The level of the perceived price offered also needs to be adjusted to the level of quality of services provided. Service quality is shown from the value of the gap or gap of the expectations and performance of services provided by a business in the service sector. This research aims to see how the influence of service quality levels on customer satisfaction and loyalty of Hunky Dory Barbershop in 2019. Data was collected in one of the branches of Hungkydory and used a questionnaire with 37 indicators given directly to customers and processed using SEM-PLS. SEM is used to see the corelation of each variable. Respondents used were 210 customers. This study also compares Hungkydory with its competitors to be an evaluation conducted in managerial decision making. The results showed that Hungkydory was superior compared to its competitors from all indicators. The results of SEM-PLS processing indicate the influence of service quality on satisfaction, satisfaction with trust, satisfaction with loyalty and trust in oyalty. While the perception of price towards satisfaction shows no influence.

Item Type: Thesis (Masters)
Uncontrolled Keywords: kualitas layanan; kepercayaan; persepsi harga; kepuasan; loyalitas, SEM-PLS service quality; trust; price perseption; satisfaction, loyalty
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 15 Jun 2022 02:12
Last Modified: 15 Jun 2022 02:12

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