Pengaruh Kualitas Layanan, Persepsi Harga dan Citra Merek Terhadap Kepuasan Pelanggan Pada Klinik MS Glow Surabaya

Anggrahani, Nadhiya (2019) Pengaruh Kualitas Layanan, Persepsi Harga dan Citra Merek Terhadap Kepuasan Pelanggan Pada Klinik MS Glow Surabaya. Undergraduate thesis, Untag 1945 Surabaya.

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Abstract

The MSGLOW Clinic has sold skincare and bodycare products online in 2013 which stands for the company's motto, Magic For Skin, so that it can gain the trust of millions of customers and always strives to have its own advantages for consumers, both in terms of price, service, brand image and satisfaction customer. The skin care marketed is quite in accordance with consumer demand, especially the MSGLOW Clinic already has several resellers, clinics and members. Beauty Care Clinic MSGLOW has a variety of consumers ranging from adults, school students and students. However, in my opinion the most customers who visit the MSGLOW Clinic are those who work both young and old and female students. The research objectives to be achieved in accordance with the formulation of the problem that has been described is to know, analyze and answer the role of Service Quality, Price Perception and Brand Image on customer satisfaction. This study took as many as 100 male and female respondents. In the implementation of the field, this study took primary data using a questionnaire. The secondary data besides the primary data obtained, obtained from the personnel staff of the Surabaya MSGLOW Clinic, covers the profile and organizational structure of the company. The type of research that will be used is using quantitative research methods. The final result of this study is a description of the causal relationship, so that this method uses samples and hypotheses. The analysis technique used is multiple linear regression analysis to test the hypothesis. While the classic assumption test used, among others, is multicollinearity, Heteroscedasticity Test, and Data Normality Test. Overall, the indicators used in this study are valid (because the correlation coefficient is> 0.90 with significance <0.05) and reliable (because the value of the Cronbach Alpha coefficient is> 0.6). Classical assumption test results also show that this study has fulfilled, among other things, 1.) Both regression models do not occur multicollinearity; 2.) Heteroscedasticity problems occur; 3.) Reasiduals of the two normal distribution regression models. On the results of the analysis using multiple linear regression which simultaneously answers the hypothesis by concluding that, the Effect of Brand Image (X3) on Customer Satisfaction (Y) is the most significant among the three other variables, namely 0.268 with a significance level of 0,000. The result is higher than Service Quality variable (X1) 0.117 with a significance level of 0.016 and also Price Perception (X2) 0.213 with a significance level of 0.003. In addition, this result is also supported by the finding that the influence of Brand Image has a direct role in the Surabaya MSGLOW Clinic and it is proven by the magnitude of the effect reaching the R2 (R Square) value of 71.9% (0.719).

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