PENGARUH PERSEPSI HARGA, CITRA MEREK, KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA LOYALITAS PELANGGAN (Studi Empiris Pada De Vintage Barbershop Semarang)

Abstract

The purpose of this study was to analysis the effect of perceived price, brand image, service quality to customer satisfaction and the impact to customer loyalty of De Vintage Barbershop Semarang’s customers. The population in this study were consumers who made for minimal twice purchase of treatment at De Vintage Barbershop Semarang. The number of samples studied were as many as 108 people were selected as respondents used purposive sampling technique. Data collection methods used in this study was questionnaire filled out by respondents. The analysis used in this study was multiple linear regression. Data processing using SPSS Version 21th. The results of this study showed that perceived price has positive effect on customer satisfaction. Brand image does not affect customer satisfaction. Service quality has positive effect on customer satisfaction. Perceived price does not effect on customer loyalty. Brand image has affect of customer loyalty. Service quality has positive effect on customer loyalty. Customer satisfaction has positive effect on customer loyalty. Keyword: Perceived Price, Brand Image, Service Quality, Customer Satisfaction, And Customer Loyalty.