PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN SERTA DAMPAKNYA PADA LOYALITAS PELANGGAN NAILART STUDIO "JUST.SIMPLEART" DI KOTA SINGKAWANG

Abstract

Abstract

The development of knowledge and technology in the field of beauty makes it easy for women to fulfill their desire to change their appearance to be better, attractive, fashionable, and classy. This nail art business is also a type of business that provides services for painting, decorating, and beautifying nails. In Indonesia, the popularity of nail art began to grow rapidly in 2012. Just.simpleart has various kinds of nail decorating techniques, starting from pasting techniques, painting with regular, premium and halal gel nail polish, to stone techniques using rocks as a base. decorations that can beautify the final appearance of nails with various themes (designs) that consumers want. The main goal of Just.simpleart is to produce the optimal ending. This study aims to determine and analyze the effect of service quality on customer satisfaction and the impact on customer loyalty. Customer satisfaction as an Intervenning Variable in Jus.simpleart nail art services. The population in this research is all customers who have used Just.simpleart services in Singkawang City. The sample in this research is 100 samples. Testing was carried out using the SEM-PLS approach using SmartPLS 3.0. Based on hypothesis testing it was found that Service Quality has a significant effect on Customer Satisfaction, Customer Satisfaction has a significant effect on Customer Loyalty, and Service Quality has a significant effect on Customer Loyalty. As well as Service Quality has a significant effect on Customer Loyalty through Customer Satisfaction.

Keywords: Service Quality, Customer Satisfaction, Customer Loyalty

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