Pengaruh Kualitas Pelayanan dan Persepsi Harga Terhadap Kepuasan Konsumen pada Nail Art Biang Beauty di Tabanan
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Service Quality, Price Perception, Consumer SatisfactionAbstract
In the modern era, the beauty industry, particularly nail art, has experienced rapid growth, leading to increasingly intense competition. Business owners are required to provide the best posible service in order satisf their customers. Biang Beauty Nail Art faces similar challenges, especially related to service quality and price perception. This study aim to examin the effect of services qualities and prices sperception on customer satisfation at Biang Beauty. The sampling method used in this study was purposives sampling. Data were collected throught interview, observation, questionnaire, and literature review. The data analysis techniques applied include multiples linear regression analysis, classical assumption tests, coefficient of determination analysis, and hypothesis testing. The result of this study indicates that: (1) services quality has a positivee and significan effec on customer satisfation; (2) price perception also has a positive and significan effect on customer satisfactions; and (3) services quality and prices perception simultaneously haves a positive and significan effec on customer satisfaction. It is recommended that the owner of Biang Beauty evaluate employee service speed during peak hours and review pricing strategies by comparing them with similar service providers.
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