Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Loyalitas Pelanggan Pada Salon Cindy Ayu Di Mengwi

Abstract

Factors that need to be considered by companies to increase customer loyalty include service quality and promotion. This also happened at Cindy Ayu Salon in Mengwi, where service quality and promotion were considered as factors that contributed to increasing customer loyalty. This research was carried out to determine the direct influence of service quality and promotion on customer loyalty at Cindy Ayu Salon in Mengwi. The population data that supports the implementation of this research are Cindy Ayu Salon customers in Mengwi with recapitulation data in 2023 totaling 1,925 people. The number of sample data used has reached 95 people with calculations using a purposive sampling method. The data needed in this study were sought and collected by conducting observations, interviews, and literature studies as well as questionnaire methods. The analysis technique applied in the implementation of the research was multiple linear regression analysis. This research provides results that service quality and promotion prove that the results have a positive and significant effect, both partially and simultaneously, on customer loyalty at Cindy Ayu Salon in Mengwi. The advice given to the company is that management should provide training to employees, add sales promotion tools, improve service quality and be more aggressive in carrying out promotions, so that they can attract customer loyalty.