ABSTRAK
Tujuan penelitian ini adalah untuk menguji, pengaruh kualitas pelayanan pada citra perusahaan. Pengaruh kualitas pelayanan pada kepuasan konsumen. Pengaruh citra, perusahaan pada kepuasan konsumen, Pengaruh kepuasan konsumen pada loyalitas konsumen.
PenelitianinidilakukanpadaArfa barbershop Solo, denganmenggunakanmetode purposive sampling. KriteriarespondenpadapenelitianiniadalahkonsumenArfa barbershop yang menggunakanjasaArfa barbershop minimal dua kali dalamsatutahunterakhir.Responden yang digunakansebanyak 173 orang.Penelitianinimenggunakananalisis SEM GeSCAuntukmengujihubunganantarvariabel.
Berdasarkan analisis model structural SEM didapatkan hasilpenelitian. Kualitaspelayananberpengaruhpositifdansignifikanpadacitra perusahaan, Kualitaspelayananberpengaruhpositifdansignifikanpadakepuasan konsumen. Citra perusahaanberpengaruhpositifdansignifikanpadakepuasan konsumen. Kepuasankonsumen tidak berpengaruhpadaloyalitaskonsumen.
Studiinimemilikibeberapaketerbatasan yang meliputiobyek yang ditelitiyaituArfa barbershop.Hal inidapatmembatasikemampuangeneralisasi daritemuanpenelitian.Sehinggadalampenelitianselanjutnyadiharapkanmengeliminasiketerbatasanpadapenelitianini.
Kata Kunci: Kualitaspelayanan, citraperusahaan, kepuasankonsumen, danloyalitaskonsumen.
ABSTRACT
The purpose of this study was to examine the effect of service quality on corporate image, the effect of service quality on consumer satisfaction, the effect of corporate image on consumer satisfaction, on the effect of consumer satisfaction on consumer loyalty.
The research was conducted at Arfa barbershop Solo, using purposive sampling method. Criterian respondents in this study were Arfa barbershop consumers who used Arfa barbershop service at least twice in the past year. Respondents were used in this study were 173 people. This study used SEM GeSCA to testing the relationship among variables.
Based on analysis of the structural model the result showed: Service quality affects positively and significantly on corporate image. Service quality affects positively and significantly on consumer satisfaction. Corporate image affects positively and significantly on consumer satisfaction. Consumer satisfaction not on consumer loyalty.
The limitation of this study is about the object of this research that it examines Arfa barbershop only. It could impact to the generalizable of the findings of the study. Thus, the future study is expected to eliminate the limitation of this research.
Key words: Service quality, corporate image, consumer satisfaction, and consumer loyalty.
