Pengaruh Kualitas pelayanan dan Harga Terhadap kepuasan pelanggan Salon pada CV. Safa Salon Medan

Abstract

The study intends to discover the effect of service quality and price towards customer satisfaction at CV. Safa Salon, Medan. As the causal associate research, the study determines the relationship between two variables. The population of the survey is the entire customers from the salon as much as 60 respondents. The data method analysis employs the statistical test, classic assumption test, hypothesis test, and coefficient of determination. The outcome of the t-test presents that the tvalue of service quality variable is higher than ttable (6.281 > 2.000). Thus, it indicates that service quality is positively significant influencing the customer satisfaction. Then, in concern to price variable, the tvalue is at 3.365 is higher that the ttable (2.000). Hence, the price has a significant relationship to the customer satisfaction in partial. Based on the F test, the Fvalue is as much as 50.383 which is illustrating that both service quality and price are positively affecting customer satisfaction. The Adjusted R Square is 0.626, or the value of the coefficient of determination is 62.6% (R2 x 100%). Thus, it indicates that customer satisfaction is explained by service quality and price. On the other hand, the other 37.4% might be contributed by the other elements which are not investigated in the study.