Pengaruh Kualitas Pelayanan dan Inovasi Produk terhadap Kepuasan Pelanggan untuk Meningkatkan Loyalitas Pelanggan

Abstract

Barbershops will face stiffer competition, as they just open and compete for customers. This study aims to test the effect of service quality and product innovation on customer satisfaction to increase customer loyalty.  The data used in this study is primary data. The sampling in this study was based on customers at the Joysco Barbershop shop who were found to be used as many as 83 people in the 2022 period. The results of the service quality research have a significant and positive effect on customer satisfaction with a calculated t value of 10,583 > a table t value of 1,988. Product innovation has a significant and positive effect on customer satisfaction with a calculated t value of 7,696 > a table t value of 1,988. Service quality and product innovation simultaneously have a significant and positive effect on customer satisfaction with a calculated F value of 89,896 > a table F value of 3.11. Customer satisfaction has an effect on the increase in customer loyalty of Joysco Barbershop with a significant value of 0.000 < 0.05 and a calculated t value of 4,755> a table t value of 1.988. Service quality and product innovation were able to influence changes in customer satisfaction variables by 20.9%.