Eksplorasi faktor-faktor yang mempengaruhi kepuasan pelanggan Barberking Cabang Puri Anjasmoro di Kota Semarang
DOI:
https://doi.org/10.53088/jmdb.v5i1.1557Keywords:
Brand Image, Service Quality, Price Perception, Customer Satisfaction, BarberkingAbstract
This study aims to analyze the influence of brand image, service quality, and price perception on customer satisfaction at Barberking Barbershop in Semarang City. This analysis represents a strategic initiative to enhance competitiveness and maintain customer loyalty in the face of intense competition within the barbershop service industry. A quantitative approach was employed in this study, utilizing a field survey in the form of a questionnaire with a Likert Scale. The sampling technique used was non-probability (purposive sampling), with a sample size of 100 respondents. The analysis tool for this study was multiple linear regression. The findings indicate that brand image does not significantly influence customer satisfaction at Barberking Barbershop in Semarang City. In contrast, service quality and price perception had a significant impact on customer satisfaction. Further analysis revealed that 72% of the variability in customer satisfaction can be explained by the three independent variables: brand image, service quality, and price perception. Improvements in service aspects such as cleanliness, security, staff friendliness, and responsiveness to customer complaints are recommended to enhance customer satisfaction.
References
Amini, D. K., & Wiranatakusuma, D. B. (2020). The influence of service quality, price, corporate image, and location towards customer satisfaction on autocare Universitas Muhammadiyah Yogyakarta. Journal of Economics Research and Social Sciences, 4(1), 30–43. https://doi.org/10.18196/jerss.040117
Anyasor, M. O., & Njelita, C. (2020). Customer loyalty and patronage of quick service restaurant in Nigeria. British Journal of Marketing Studies (BJMS).
Arif, M., Saputra, H. E., & Hidayati, N. (2022). The Influence of Service Quality on Consumer Satisfaction at Muslimah Salon and SPA. International Journal of Islamic Thought and Humanities, 1(2), 132–144. https://doi.org/10.54298/ijith.v1i2.21
Arifin, M. F., Hartoyo, H., & Yusuf, E. Z. (2020). The Importance of Service Quality in Building Customer Satisfaction and Loyalty in the Service Industry: A Case Study of Hunky Dory Barbershop. Binus Business Review, 11(2), 79–89. https://doi.org/10.21512/bbr.v11i2.6268
Azka, M. G. M., Nurhidayat, F., & Putranto, A. (2024). Pengaruh Lifestyle, Service Quality, Price Preception, dan Brand Image Terhadap Kepuasan Pelanggan. Journal Economic, Management and Business, 3(1), 63–73. https://doi.org/10.32699/magna.v3i1.6798
Banerjee, P., Saini, G. K., & Kalyanaram, G. (2020). The role of brands in recruitment: mediating role of employer brand equity. Asia Pacific Journal of Human Resources, 58(2), 173–196. https://doi.org/https://doi.org/10.1111/1744-7941.12209
Bichler, B. F., Pikkemaat, B., & Peters, M. (2021). Exploring the role of service quality, atmosphere and food for revisits in restaurants by using a e-mystery guest approach. Journal of Hospitality and Tourism Insights, 4(3), 351–369. https://doi.org/10.1108/JHTI-04-2020-0048
Bob, F. (2019). Self image congruity and customer perceived sq on impact satisfaction on repurchase intention. Sampurasun Journal for Cultural Heritage, 5(01), 39–52.
Chang, W.-J., Shu-Hsien, L., Yu-Chun, C., & and Chen, H.-P. (2020). Service quality, experiential value and repurchase intention for medical cosmetology clinic: moderating effect of Generation. Total Quality Management & Business Excellence, 31(9–10), 1077–1097. https://doi.org/10.1080/14783363.2018.1463156
Chen, C.-C., Khan, A., Hongsuchon, T., Ruangkanjanases, A., Chen, Y.-T., Sivarak, O., & Chen, S.-C. (2021). The Role of Corporate Social Responsibility and Corporate Image in Times of Crisis: The Mediating Role of Customer Trust. International Journal of Environmental Research and Public Health, 18(16). https://doi.org/10.3390/ijerph18168275
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Djumarno, Sari, N., & Djamaluddin Said. (2018). Effect of Perception of Price and Quality of Service to Customer Loyalty through Customer Satisfaction (Survey on Mayang Salon West Jakarta). International Journal of Business Marketing and Management, 3(9), 22–33.
Erkmen, E., & Hancer, M. (2019). Building brand relationship for restaurants: An examination of other customers, brand image, trust, and restaurant attributes. International Journal of Contemporary Hospitality Management, 31(3), 1469–1487. https://doi.org/10.1108/IJCHM-08-2017-0516
Ferdani, A. R., Wahab, Z., Shihab, M. S., & Widiyanti, M. (2020). How to Cite Effect of Service Quality, Tariff Perception and Brand Image toward Costumer Satisfaction. International Journal of Social Sciences, 3(1), 90–99. https://doi.org/10.31295/ijss.v3n1.168
Fitri, N., & Suprapti, N. W. S. (2020). The Role of Customer Satisfaction in Mediating the Influence of Brand Personality and Service Quality on the Loyalty of Beachwalk Shopping Center Customers. European Journal of Business and Management, 12(20), 94–105. https://doi.org/10.7176/ejbm/12-20-11
Fitrianto, H., & Wikaningtyas, S. U. (2023). Pengaruh Persepsi Harga, Lokasi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Matapisau Barbershop Yogyakarta. Jurnal Riset Akuntansi Dan Bisnis Indonesia, 3(4), 1189–1209. https://doi.org/10.32477/jrabi.v3i4.850
Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 26 Edisi 10. Badan Penerbit Universitas Diponegoro.
Gopi, B., & Samat, N. (2020). The influence of food trucks’ service quality on customer satisfaction and its impact toward customer loyalty. British Food Journal, 122(10), 3213–3226. https://doi.org/10.1108/BFJ-02-2020-0110
Ilmi, Z., Darma, D. C., & Wijayanti, T. C. (2020). Can servqual mediate from the store atmosphere and customer satisfaction? Management Theory and Studies for Rural Business and Infrastructure Development, 42(3), 359–368. https://doi.org/10.15544/mts.2020.36
Kalalo, R. R., Scipio, J. E., Kalangi, J. S., & Lumentah, lenda. (2022). The Effect of Customer Satisfaction on the Service at Lady Salon during the Covid-19 Pandemic. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 14047–14060.
Kalargyrou, V., Barber, N. A., & Kuo, P.-J. (2018). The impact of disability on guests’ perceptions of service quality delivery in the hospitality industry. International Journal of Contemporary Hospitality Management, 30(12), 3632–3655. https://doi.org/10.1108/IJCHM-06-2017-0362
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
Keller, K. L., & Kotler, P. (2015). Holistic marketing: a broad, integrated perspective to marketing management. In Does marketing need reform?: Fresh perspectives on the future (pp. 308–313). Routledge.
Kim, H., & and Bachman, J. R. (2019). Examining customer perceptions of restaurant restroom cleanliness and their impact on satisfaction and intent to return. Journal of Foodservice Business Research, 22(2), 191–208. https://doi.org/10.1080/15378020.2019.1596002
Koc, E. (2020). Do Women Make Better in Tourism and Hospitality? A Conceptual Review from A Customer Satisfaction and Service Quality Perspective. Journal of Quality Assurance in Hospitality & Tourism, 21(4), 402–429. https://doi.org/10.1080/1528008X.2019.1672234
Kuning, S., Herlina, E., & Halim, H. (2023). Influence of business location, quality of service, and prices on consumer satisfaction at eboss barbershop. Journal Of Resource Management, Economics And Business, 2(2), 1–19. https://doi.org/10.58468/remics.v2i2.69
Lee, J.-M., & Jin, Y.-M. (2022). Differences in Relational Benefits, Relationship Quality, Happiness, and Long-term Relationship Orientation According to the Use of Barber Shop. Journal of the Korean Society of Cosmetology, 28(1), 52–64.
Lolo, P. J. (2020). Study the effects of corporate image, service quality and price perceptions on customer satisfaction and purchase loyalty (a survey on pertamina in South Sulawesi Province). European Journal of Business and Management Research, 5(2). https://doi.org/10.24018/ejbmr.2020.5.2.243
McNeil, P., & and Young, C. A. (2019). Customer satisfaction in gourmet food trucks: Exploring attributes and their relationship with customer satisfaction. Journal of Foodservice Business Research, 22(4), 326–350. https://doi.org/10.1080/15378020.2019.1614400
Mulyanita, Setiawan, D., & Susanto, B. F. (2023). Analysis of Service Quality on Customer Satisfaction At Wiwis Tembilahan Beauty Salon. JUMPE : Jurnal Manajemen Pemasaran, 1(1), 12–20. https://doi.org/10.11591/jumpe.v99i1.paperID
Oliver, Richard L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.1177/002224378001700405
Parasuraman, A., Zeithaml, V. A., & BERRY, L. L. S. (1988). a multiple--item scale for measuring consumer perceptions. Journal of Service Quality Retailing, Spring, 64, 12–40.
Park, J., & Jeong, E. (2019). Service Quality in Tourism: A Systematic Literature Review and Keyword Network Analysis. Sustainability, 11(13). https://doi.org/10.3390/su11133665
Prasetyo, M. D., Susanto, S., & Maharani, B. D. (2021). Pengaruh Kualitas Pelayanan, Fasilitas dan Persepsi Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah Manajemen Kesatuan, 9(1), 23–32. https://doi.org/10.37641/jimkes.v9i1.427
Purnamasari, E. P., Santoso, B., & Reskiputri, T. D. (2023). Pelayanan, Harga, dan Trust dan Pengaruhnya Terhadap Kepuasan Pelanggan Wom Barbershop di Grenden Puger. Jurnal Penelitian Dan Pengembangan Sains Dan Humaniora, 6(3), 387–396. https://doi.org/10.23887/jppsh.v6i3.54992
Rahim, Z. A., Voon, B.-H., & Mahdi, R. (2020). The impact of service quality on business commitment in contract manufacturing services: an exploratory study of F&B industry in Malaysia. International Journal of Business and Society, 21(1), 197–216.
Roozen, I., & and Katidis, P. I. (2019). The Importance of the Service and Shopping Customer Experience in a Retail Environment. Journal of Relationship Marketing, 18(4), 247–279. https://doi.org/10.1080/15332667.2019.1619064
Rusmahafi, F. A., & Wulandari, R. (2020). The effect of brand image, service quality, and customer value on customer satisfaction. International Review of Management and Marketing, 10(4), 68. https://doi.org/10.32479/irmm.9939
Seok, Y.-N. (2021). Effect of Barber Shop Servicescape on Customer Satisfaction and Revisit Intention. Journal of the Korean Society of Cosmetology, 27(5), 1206–1218. https://doi.org/10.52660/JKSC.2021.27.5.1206
Shahzadi, M., Malik, S. A., Ahmad, M., & Shabbir, A. (2018). Perceptions of fine dining restaurants in Pakistan. International Journal of Quality & Reliability Management, 35(3), 635–655. https://doi.org/10.1108/IJQRM-07-2016-0113
Simanjuntak, N. R. B., & Djumarno, D. (2023). The Influence of Brand Image, Service Quality and Price on Consumer Satisfaction (Study on Consumers of Kopi Kenangan, Tebet). International Journal of Social Service and Research, 3(2), 491–507. https://doi.org/10.46799/ijssr.v3i2.272
Spyridou, A. (2017). Perceived service quality and customer revisiting intention: The case of" all you can eat" Asian restaurants in Southern Taiwan. Journal of Tourism, Heritage & Services Marketing, 3(2), 30–38. https://doi.org/10.5281/zenodo.1209129
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. Penerbit Alfabet.
Truong, N., Nisar, T., Knox, D., & Prabhakar, G. (2017). The influences of cleanliness and employee attributes on perceived service quality in restaurants in a developing country. International Journal of Culture, Tourism and Hospitality Research, 11(4), 608–627. https://doi.org/10.1108/IJCTHR-11-2016-0111
Woodside, A. G., Frey, L. L., & Daly, R. T. (1989). Linking service quality, customer satisfaction, and behavio. Marketing Health Services, 9(4), 5.
Yurico, B., Fatimah, F., & Rahayu, J. (2022). Pengaruh Gaya Hidup, Citra Merek Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Barbershop Den Bagoes Tanggul Jember. Jurnal Mahasiswa Entrepreneurship (JME), 1(11), 2291. https://doi.org/10.36841/jme.v1i11.2535
Yusuf, M. B. M., Sumowo, S., & Rusdiyanto, R. (2024). the Influence of Promotion, Price Perception, Location and Service Quality on Customer Satisfaction At Sadimo Barbershop Jember. Jurnal Comparative: Ekonomi Dan Bisnis, 6(3), 561. https://doi.org/10.31000/combis.v6i3.11444
Zeithaml, Valarie A, Berry, Leonard L, & Parasuraman, A. (1988). Communication and Control Processes in the Delivery of Service Quality. Journal of Marketing, 52(2), 35–48. https://doi.org/10.1177/002224298805200203
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Yoga Rizky Kurniawan, Febrianur Ibnu Fitroh Sukono Putra, Amalia Nur Chasanah, Adilla Kustya Ulfa
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright @2021. This is an open-access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License ( https://creativecommons.org/licenses/by-sa/4.0/)
Indonesian Journal of Economics Studies is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Most read articles by the same author(s)
- Mukhammad Syaifuddin, Febrianur Ibnu Fitroh Sukono Putra, Diana Aqmala, Adiila Kustya Ulfa, Dampak kualitas layanan, kepercayaan, dan perceived switching cost terhadap loyalitas pelanggan Provider Smartfren di Kota Semarang , Journal of Management and Digital Business: Vol. 5 No. 1 (2025): Journal of Management and Digital Business
