PENGARUH DIMENSI KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN SALON KECANTIKAN RAMBUT DANIA MALANG

This study aims to examine the influence of Service Quality dimensions (Tangible, Reliability, Responsiveness, Assurance, and Empathy) on customer satisfaction of Dania Malang Hair Beauty Salon. Data in this study were collected through distributing questionnaires to 240 respondents of Dania Malang Hair Beauty Salon customers as research samples. The sampling technique used was accidental sampling. This study used multiple linear regression methods with the help of SPSS version 21. The data analysis method used was quantitative analysis, namely multiple regression analysis, classical assumption test, instrument test, and hypothesis test. The results of this study concluded that the dimensions of responsiveness and assurance proved to have a positive and significant effect on customer satisfaction of Dania Malang Hair Beauty Salon, while the dimensions of tangibles, reliability, and empathy did not affect customer satisfaction of Dania Malang Hair Beauty Salon