FARISY, SALMAN HAKIM AL (2026) PENGARUH KUALITAS PELAYANAN WARRIOR BARBERSHOP TERHADAP KEPUASAN DAN LOYALITAS PARA PELANGGAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of Warrior Barbershop service quality on customer satisfaction and loyalty in Bogor City. The study is motivated by the increasing competition in the barbershop business, which requires business owners to provide the best service quality in order to retain customers. This research uses a quantitative approach with an explanatory method involving 99 respondents selected using the Slovin formula. Data were collected through questionnaires and analyzed using validity tests, reliability tests, simple linear regression, Pearson correlation test, coefficient of determination, t-test, and F-test with the assistance of SPSS. The results show that service quality has a positive and significant effect on customer satisfaction and loyalty, with a significance value of 0.000 (<0.05). The relationship between service quality and customer loyalty is in the strong category, with a correlation coefficient of 0.775, while the coefficient of determination of 60.1% indicates that customer loyalty is influenced by service quality, whereas the remaining percentage is affected by other factors outside this study. Thus, the better the service quality provided by Warrior Barbershop, the higher the level of customer satisfaction and loyalty. Keywords: service quality, customer satisfaction, customer loyalty, Warrior Barbershop. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan Warrior Barbershop terhadap kepuasan dan loyalitas pelanggan di Kota Bogor. Penelitian ini dilatarbelakangi oleh meningkatnya persaingan bisnis barbershop yang menuntut pelaku usaha untuk memberikan kualitas pelayanan terbaik guna mempertahankan pelanggan. Penelitian menggunakan pendekatan kuantitatif dengan metode eksplanatori terhadap 99 responden yang dipilih menggunakan rumus Slovin. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan uji validitas, uji reliabilitas, regresi linear sederhana, uji korelasi Pearson, koefisien determinasi, uji t, dan uji F dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan serta loyalitas pelanggan, dengan nilai signifikansi sebesar 0,000 (<0,05). Hubungan antara kualitas pelayanan dan loyalitas pelanggan berada pada kategori kuat dengan nilai koefisien korelasi sebesar 0,775, sedangkan koefisien determinasi sebesar 60,1% menunjukkan bahwa loyalitas pelanggan dipengaruhi oleh kualitas pelayanan, sementara sisanya dipengaruhi oleh faktor lain di luar penelitian. Dengan demikian, semakin baik kualitas pelayanan yang diberikan Warrior Barbershop, semakin tinggi tingkat kepuasan dan loyalitas pelanggan. Kata Kunci : kualitas pelayanan, kepuasan pelanggan, loyalitas pelanggan, Warrior Barbershop.
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