The Influence of Price and Service Quality on Customer Satisfaction at Vemas Salon in Tebo Regency
Keywords:
Price, Service Quality, Customer Satisfaction, Beauty Services, Vemas SalonAbstract
This study examines the influence of price and service quality on customer satisfaction at Vemas Salon, a semi-urban beauty service provider in Tebo Regency, Indonesia. Using accidental sampling, data from 96 respondents were analyzed through multiple linear regression, producing the equation Y = 13.493 + 0.105X₁ + 0.319X₂ + e. The results show that both price and service quality significantly affect customer satisfaction, with service quality having a stronger impact. The coefficient of determination (R²) is 0.693, indicating that 69.3% of customer satisfaction variance is explained by the two variables. This research contributes to the literature on service marketing in micro-enterprises, particularly in rural and semi-urban settings. It highlights the need for pricing strategies that reflect perceived value and service quality that meets evolving customer expectations. Practically, the findings suggest that salon owners should prioritize staff training and enhance the service experience to build loyalty and sustain competitiveness.
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