PENGARUH KUALITAS PELAYANAN, HARGA DAN LOKASI TERHADAP KEPUASAN KONSUMEN PADA BOLON SALON PEMATANG SIANTAR

Abstract

The purposes of this study were: 1. To describe the quality of service, price, location and customer satisfaction at Bolon Salon Pematang Siantar. 2. To determine the effect of service quality, price and location on customer satisfaction at Bolon Salon Pematang Siantar either simultaneously or partially. The research method used is qualitative analysis and quantitative analysis. The  study uses a library research design and field research. The population in this study were consumers at Bolon Salon Pematang Siantar, totaling 35 people. The types of data used in this study are qualitative data and quantitative data. Sources of data used are primary data and secondary data. Data collection was carried out by interviews, documentation and questionnaires. The research instrument test used is the validity test and reliability test. Data analysis techniques consist of normality test, qualitative descriptive analysis and quantitative descriptive analysis. The results of this study can be summarized as follows: 1. Service quality, price and location are good and consumers satisfaction are satisfied. 2. There is a positive influence between service quality, price and location on customer satisfaction both simultaneously and partially. 3. There is a moderately high relationship between service quality, price and location with customer satisfaction. Then the low level of customer satisfaction can be explained by the quality of service, price and location. 4. The results of the hypothesis test stated that H0 was rejected, meaning that there was a positive and significant influence between service quality, price and location on customer satisfaction both simultaneously and partially.