Analis Pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan (Studi pada Next Salon for Men Jl. Dr. Mansyur Meda

Abstract

Fashion Trend is increasingly modern nowadays as services business like saloon is growing very rapidly. Present day, the saloon is not only needed by women but also men. It is shown by the numbers of saloons that cater specifically for men like Salon For Men "Next" in Medan. Saloon is a provider of services that need to identify their quality service in order to maintain customers so as to create customer loyalty. The purpose of this research was to analyze whether the quality of service which consists of Tangibles, Reliability, Responsiveness, Assurance, and Empathy significantly affect customer loyalty of Salon For Men "Next" in Medan either partially or simultaneously. This research was conducted through associative research method using quantitative approach. The populations in this study are all the customers of Salon For Men "Next" Medan. The sampling technique was conducted by purposive sampling method through Slovin formula so that the samples were 105 respondents. Primary data were collected by distributing questionnaires to the customers of Salon For men "Next" while secondary data obtained from the study of the documentation which is owned by Salon For Men "Next" Medan. Data were processed using SPSS version 17. The analysis method used in this research is multiple linear regression analysis. Based on the results of simultaneous hypothesis test (test F) was known that the dimensions of service quality of Next Salon for Men Medan i.e. Tangibles, Reliability, Responsiveness, Assurance and Empathy together have a significant and positive impact on customer loyalty due to the service of Next Salon for Men Jl. Dr. Mansyur Medan. Meanwhile, results test (t) indicates that Tangibles, Reliability and Responsiveness have positive and significant impact on customer loyalty while Assurance and Empathy have no positive effect and no significant effect on customer loyalty Salon For Men "Next" Jl. Dr. Mansyur Medan. The coefficient of determination R Square was 0.412 which means that Tangibles, Reliability, Responsiveness, Assurance and Empathy affect Customer Loyalty by 41.2% and the remaining 58.8% is influenced by other factors.