The Effect of Service Quality and Price on Customer Loyalty Leny Skincare
DOI:
https://doi.org/10.61098/jems.v4i1.216Keywords:
Service Quality, Price, Customer Loyalty, beauty clinicAbstract
The emergence of consumer dissatisfaction is indicated by customer complaints after performing beauty treatments at Leny Skincare. The purpose of this study was to determine the effect of service quality and price on Leny Skincare customer loyalty. The method used in this research is quantitative method. The population in this study were Leny Skincare Citra Raya customers who performed treatments totaling 120 consumers, then the sample in this study was determined using the Slovin formula with 92 respondents. The data collection technique used is a questionnaire method at the Leny Skincare Citra Raya beauty clinic. The data analysis method uses descriptive analysis, namely validity test, reliability test, classical assumption test, correlation test, determination coefficient test, regression test, and hypothesis testing using SPSS version 29.0. The results of the correlation test of service quality and price on customer loyalty were obtained at 0.858, which means that the relationship is simultaneously very strong. Based on the results of the coefficient of determination of service quality and price on customer loyalty, the value of R 2 is 0.737, which means that the coefficient of determination of service quality and price variables simultaneously affects customer loyalty by 73.7%. Based on the results of the t test, it can be concluded that service quality and price partially affect customer loyalty. Then from the results of the F test it can be concluded that there is a simultaneous significant influence between the variables of service quality and price on customer loyalty.
Keywords: Service Quality, Price, and Customer Loyalty
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