PENGARUH KUALITAS LAYANAN, HARGA DAN LOKASI TERHADAP LOYALITAS PELANGGAN PADA THE 91 BARBERSHOP DI KOTA PADANG

Abstract

ABSTRACT This study aims to determine the effect of service quality, price and location of the customer loyalty in the 91 Barbershop in the city of Padang. The sample in this study are customers who use the services of the 91 Barbershop in the city of Padang which amounted to 138 people. Techniques used in sampling is purposive sampling. The data used is primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Hypothesis testing using T-test statistical test to prove the influence of the independent variable on the dependent variable partially or individual. The results of the study found that quality of service is positive and significant impact on customer loyalty, price no significant effect on customer loyalty, and the location is positive and significant impact on customer loyalty in the 91 Barbershop in the city of Padang. Keywords: Service Quality, Price, Location, Customer Loyalty