Pengaruh service quality terhadap customer satisfaction dan brand loyalty pelanggan barbershop mahasiswa Program Studi Manajemen Universitas Kristen Petra Surabaya.

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Abstract


Penelitian ini bertujuan untuk menganalisis Pengaruh service quality terhadap customer satisfaction dan brand loyalty pelanggan barbershop mahasiswa Program Studi Manajemen Universitas Kristen Petra Surabaya. Penelitian ini bersifat konklusif dan diklasifikasikan dalam jenis riset kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui online survey menggunakan instrumen kuesioner dengan respon yang dapat digunakan dari 100 responden. Responden adalah mahasiswa Program Studi Manajemen Universitas Kristen Petra Surabaya yang pernah melakukan pangkas rambut di barbershop. Data diolah menggunakan pendekatan persamaan model struktural dengan Teknik Partial Least Square.


Keywords


service quality; customer satisfaction; brand loyalty

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