Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Melalui Kepuasan Pelanggan Pada Usaha Nails Art “House Of Nails” Surabaya

Afi Eska Sukma; Titik Inayati

doi:10.31004/riggs.v4i4.5036

Authors

Afi Eska Sukma Universitas Wijaya Kusuma Surabaya
Titik Inayati Universitas Wijaya Kusuma Surabaya

DOI:

https://doi.org/10.31004/riggs.v4i4.5036

Keywords:

Kualitas Pelayanan, Harga, Kepuasan Pelanggan, Loyalitas Pelanggan, Nails Art

Abstract

Penelitian ilmiah ini dilaksanakan dengan tujuan utama untuk melakukan analisis mendalam mengenai besarnya pengaruh variabel kualitas pelayanan serta kebijakan harga terhadap loyalitas pelanggan, dengan menempatkan kepuasan pelanggan sebagai variabel mediasi pada unit usaha House of Nails yang berlokasi di Surabaya. Metodologi penelitian yang diterapkan adalah pendekatan kuantitatif melalui metode survei lapangan, di mana pengumpulan data dilakukan secara sistematis menggunakan instrumen kuesioner kepada seratus responden yang dipilih berdasarkan teknik purposive sampling agar representatif terhadap populasi pengguna jasa. Seluruh data primer yang terkumpul kemudian diproses dan diuji menggunakan teknik analisis Partial Least Squares melalui aplikasi SmartPLS guna memvalidasi hubungan kausalitas serta pengaruh langsung maupun tidak langsung antar variabel yang diteliti dalam model penelitian ini. Hasil temuan empiris memberikan bukti nyata bahwa aspek kualitas pelayanan yang prima dan penetapan harga yang kompetitif memberikan kontribusi positif serta signifikan dalam meningkatkan derajat kepuasan pelanggan secara menyeluruh. Lebih lanjut, kepuasan pelanggan terbukti menjadi faktor krusial yang secara positif memicu terbentuknya loyalitas jangka panjang bagi para pengguna jasa. Signifikansi penelitian ini menegaskan bahwa kualitas pelayanan dan harga tidak hanya berdampak secara langsung pada loyalitas, tetapi juga mampu memengaruhi loyalitas pelanggan secara lebih kuat melalui peran kepuasan sebagai variabel perantara. Dengan demikian, House of Nails di Surabaya disarankan untuk terus menjaga konsistensi mutu layanan dan menyelaraskan strategi harga dengan nilai manfaat yang dirasakan konsumen demi menciptakan basis pelanggan setia yang berkelanjutan.

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