PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN, DAN SUASANA TOKO TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI MELALUI KEPUASAN PELANGGAN (Studi Pada Pelanggan Glam Glow Salon Malang)

This study aims to analyze the influence of price perception, service quality, and salon atmosphere on customer loyalty mediated by customer satisfaction at Glam Glow Salon Malang. In an era of increasingly tight competition in the service business, understanding the factors that influence loyalty is key to maintaining business sustainability, especially in the beauty salon industry.
This study uses a quantitative approach with a survey method. Data were obtained by distributing questionnaires to 120 respondents who are active customers of Glam Glow Salon. Data analysis was carried out using the Structural Equation Modeling (SEM) method using SmartPLS 4.0 software. The variables studied include price perception, service quality, salon atmosphere, customer satisfaction as a mediating variable, and customer loyalty as a dependent variable.
The results showed that price perception, service quality, and salon atmosphere have a positive effect on customer satisfaction. These findings indicate that improving service quality, appropriate price management, and providing a comfortable salon atmosphere will increase satisfaction and ultimately form customer loyalty.