Fadli, Abdur Rohim (2022) Pengaruh Harga, Citra Merek, dan Kualitas Pelayanan terhadap Loyalitas Pelanggan (Di Barbershop Las Vegas Jl. Simokerto No. 61, Kecamatan Simokerto, Surabaya). (The Influence of Price, Brand Image and Service Quality on Customer Loyalty (At the Las Vegas Barbershop Jl. Simokerto No. 61, Simokerto District, Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945.
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Abstract
barbershop las vegas yang terletak di jl. simokerto no. 61 kec. simokerto surabaya merupakan bisnis jasa yang bergerak di bidang potong dan segala perawatan rambut. dalam hal nama, barbershopBarbershop dan Pangkas Rambut sejatinya adalah sama, namun dalam hal konsep sangat berbeda. Pangkas rambut hanya memberikan pelayanan pangkas rambut dengan dekorasi ruangan yang sederhana dan fasilitas pangkas yang secukupnya saja. Sedangkan barbershop memiliki dekorasi ruangan yang baik dan nyaman dengan tambahan seperti Ac, tv, musik, dan internet, serta fasilitas yang mumpuni seperti handuk panas, pijat, facial, dan perawatan rambut lainnya. Target pasar yang ditetapkan oleh barbershop pun berbeda dengan pangkas rambut biasa. Barbershop menargetkan konsumen dengan daya beli menengah keatas, sedangkan pangkas rambut biasa hanya menargetkan konsumen dengan daya beli menengah ke bawah. Orang yang memberikan jasa pangkas disebut dengan Barberman atau tukang pangkas. Barberman pada barbershop harus memiliki sertifikat kelayakan sebagai barberman sebelum mulai kegiatan pangkas. Hal ini juga sebagai nilai tambah yang diberikan kepada konsumen agar semakin yakin dengan barbershop yang dipilihnya. Namun pada pangkas rambut, sertifikat semacam itu tidak dibutuhkan. Adapun tujuan penelitian ini untuk mengetahui, menganalisis, dan menjawab pengaruh persepsi harga, citra merek, kualitas pelayanan terhadap loyalitas pelanggan barbershop las vegas. Penelitian ini menggunakan sampel responden pelanggan barbershop pada bulan April – Juni 2022 yang berjulmah 86 orang. Penelitian ini menggunakan data primer yaitu menggunakan kuesioner. Teknik analisa yang digunakan dalam penelitian ini adalah analisis regresi liner berganda. Sedangakan uji asumsi klasik yang digunakan antara lain uji multikolinieritas, uji heteroskedasitas, uji normalitas data. Hasil dari penelitian ini yang ditemukan dari analisis data semua variabel berpengaruh terhadap loyalitas pelanggan namun yang paling signifikan ialah variabel kualitas pelayanan (X3) terhadap loyalitas pelanggan (Y) diantara variabel lainnya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Persepsi Harga, Citra Merek, Kualitas Pelayanan, Loyalitas Pelanggan, Barbershop las vegas Surabaya. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1211800126 abdur rohim fadli |
| Date Deposited: | 19 Oct 2023 02:33 |
| Last Modified: | 19 Oct 2023 02:33 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/27962 |
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