PENGARUH KUALITAS LAYANAN DAN SUASANA BARBERSHOP TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI MEDIASI (STUDI PADA PELANGGAN BARBERSHOP JOKER DI KEPANJEN MALANG)

The increasing competition among barbershops in Kepanjen demands Barbershop to maintain customer loyalty. This study aims to analyze the influence of service quality and barbershop atmosphere on customer loyalty, with customer satisfaction as a mediating variable. The study involves four variables: service quality and barbershop atmosphere as independent variables, customer satisfaction as a mediator, and customer loyalty as the dependent variable. The main hypothesis states that there are both direct and indirect effects through customer satisfaction. This study employs explanatory research. The sample consists of 245 respondents selected using accidental sampling technique. Data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results show that all variables have a positive and significant influence.The study concludes that customer satisfaction mediates the relationship between service quality and barbershop atmosphere toward customer loyalty. The practical implication is that Joker Barbershop needs to maintain service consistency and barbershop comfort to enhance customer loyalty.