Bagaimana Service Quality, Customer Satisfaction, dan Customer Loyalty Mempengaruhi Pelanggan Barbershop Chain?
DOI:
https://doi.org/10.32493/JEE.v6i3.39171Abstract
Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh service quality terhadap customer loyalty dengan customer satisfaction sebagai intervening pada pelanggan barbershop chain di Kota Malang. Jenis penelitian ini adalah explonatory research melalui pendekatan kuantitatif. Populasi dalam penelitian ini yaitu pelanggan dari barbershop chain di Kota Malang yang jumlahnya tidak diketahui secara pasti. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah non probability sampling menggunakan purposive sampling. Sampel yang digunakan pada penelitian ini sebesar 270 responden. Metode analisis yang digunakan pada penelitian ini adalah Structural Eduation Model berbasis Partial Least Square (SEM-PLS). Hasil penelitian menujukkan bahwa service quality memiliki pengaruh dan signifikan terhadap customer satisfaction. Customer satisfaction memiliki pengaruh dan signifikan terhadap customer loyalty. Service quality tidak memiliki pengaruh dan tidak signifikan pada customer loyalty. Service quality memiliki pengaruh dan signifikan terhadap customer loyalty melalui customer satisfaction sebagai variabel intervening.
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