i ABSTRAK
Analisis Pengaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan Pada Salon For Men “Next” Medan
Nama : Oktorio Saragih NIM : 1109070110
Program Studi : Ilmu Administrasi Niaga/Bisnis
Pembimbing : Melanthon Rumapea, SE, M.Si, Ak, CA
Trend Fashion yang semakin modern saat ini membuat bisnis jasa seperti salon berkembang sangat pesat. Masa ini, jasa layanan salon bukan hanya dibutuhkan oleh wanita tetapi juga pria. Hal tersebut ditunjukkkan oleh banyaknya salon yang diperuntukkan khusus untuk pria seperti Salon For Men “Next” di Medan. Salon merupakan penyedia jasa yang harus memperjatikan kualitas layanan agar dapat mempertahankan pelanggan yang ada sehingga tercipta loyalitas pelanggan.
Tujuan penelitian ini adalah untuk menganalisis apakah kualitas pelayanan yang terdiri dari Tangibles, Reliability, Responsiveness, Assurance, dan Empathy
berpengaruh signifikan terhadap loyalitas pelanggan pada Salon For Men “Next”
di Medan secara parsial maupun secara simultan.
Jenis penelitian ini menggunakan metode penelitian asosiatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah seluruh pelanggan Salon For Men “Next” Medan. Teknik pengambilan sampel menggunakan metode
purposive sampling dengan rumus Slovin sehingga sampel yang diambil sebanyak 105 responden. Pengumpulan data primer dilakukan dengan cara menyebarkan kuesioner kepada pelanggan Salon For men “Next” sedangkan data sekunder diperoleh dari studi dokumentasi yang dimiliki oleh Salon For Men “Next” Medan. Data diolah dengan menggunakan SPSS versi 17. Metode analisis yang digunakan dalam penelitian ini adalah analisis Regresi Linier berganda.
Berdasarkan hasil uji hipotesis serentak (Uji F) diketahui bahwa dimensi kualitas pelayanan Salon Next for Men Medan yaitu Tangibles, Reliability,
Responsiveness, Assurance dan Empathy secara bersama-sama mempunyai pengaruh yang positif dan signifikan terhadap loyalitas pelanggan pada pelayanan Salon Next for Men Jl. Dr. Mansyur Medan. Sementara itu, hasil Uji (t) menunjukkan bahwa Tangibles, Reliability dan Responsiveness berpengaruh positif dan signifikan terhadap loyalitas pelanggan sedangkan Assurance dan Empathy tidak berpengaruh positif dan tidak berpengaruh signifikan terhadap loyalitas pelanggan Salon For Men “Next” Jl. Dr. Mansyur Medan. Hasil koefisien determinasi R Square sebesar 0,412 yang berarti bahwa Tangibles,
Reability, Responsiveness, Assurance dan Empathy mempengaruhi Loyalitas Pelanggan sebesar 41,2% dan sisanya 58,8% dipengaruhi oleh faktor-faktor lain.
Kata Kunci : Kualitas Layanan, Tangibles, Reability, Responsiveness, Assurance, Empathy dan Loyalitas Pelanggan.
ii ABSTRACT
Effect Analysis of Service Quality on Customer Loyalty At Salon For Men “Next” Medan
Name : Oktorio Saragih NIM : 1109070110
Department : Business Administration
Advisor : Melanthon Rumapea, SE, M.Si, Ak, CA
Fashion Trend is increasingly modern nowadays as services business like saloon is growing very rapidly. Present day, the saloon is not only needed by women but also men. It is shown by the numbers of saloons that cater specifically for men like Salon For Men "Next" in Medan. Saloon is a provider of services that need to identify their quality service in order to maintain customers so as to create customer loyalty.
The purpose of this research was to analyze whether the quality of service which consists of Tangibles, Reliability, Responsiveness, Assurance, and Empathy significantly affect customer loyalty of Salon For Men "Next" in Medan either partially or simultaneously.
This research was conducted through associative research method using quantitative approach. The populations in this study are all the customers of Salon For Men "Next" Medan. The sampling technique was conducted by purposive sampling method through Slovin formula so that the samples were 105 respondents. Primary data were collected by distributing questionnaires to the customers of Salon For men "Next" while secondary data obtained from the study of the documentation which is owned by Salon For Men "Next" Medan. Data were processed using SPSS version 17. The analysis method used in this research is multiple linear regression analysis.
Based on the results of simultaneous hypothesis test (test F) was known that the dimensions of service quality of Next Salon for Men Medan i.e. Tangibles, Reliability, Responsiveness, Assurance and Empathy together have a significant and positive impact on customer loyalty due to the service of Next Salon for Men Jl. Dr. Mansyur Medan. Meanwhile, results test (t) indicates that Tangibles, Reliability and Responsiveness have positive and significant impact on customer loyalty while Assurance and Empathy have no positive effect and no significant effect on customer loyalty Salon For Men "Next" Jl. Dr. Mansyur Medan. The coefficient of determination R Square was 0.412 which means that Tangibles, Reliability, Responsiveness, Assurance and Empathy affect Customer Loyalty by 41.2% and the remaining 58.8% is influenced by other factors.
Keywords: Service Quality, Tangibles, Reability, Responsiveness, Assurance, Empathy, and Customer Loyalty
