The Influence of Price and Service Quality on Consumer Satisfaction at “Indah Beauty” Beauty Outlet in Batuaji Village, Kediri Regency

Abstract

The pricing of the treatment at the “Indah Beauty” beauty salon in Batuaji Village, Ringinrejo District, Kediri Regency, had a bigger market price difference, which made consumers hesitant to get the treatment again and served as the impetus for this study. This study intends to ascertain how much price has an impact on customer satisfaction at the Indah Beauty Beauty Outlet in Batuaji Village, Kediri Regency, as well as how much service quality has an impact on customer satisfaction there. The sample in this research was consumers of the Indah Beauty “beauty outlet” in Batuaji Village, Kediri Regency. The method used to take samples was using a simple random sampling method using the Slovin formula to obtain a sample of 86 people. This research uses a quantitative approach, while the research technique uses the causality method. Analysis in the study used multiple linear regression analysis. The calculation results of this research using the SPSS version 23 program show that: 1) price partially has no influence on consumer satisfaction 2) service quality partially has an influence on customer satisfaction 3) price (X1) and service quality (X2) simultaneously influence consumer satisfaction. Based on this research, it can be concluded that companies should consider price and maintain the quality of the services provided because this greatly influences consumer satisfaction. Keywords: price, service quality, consumer satisfaction