PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA RUMAH CANTIK SEHAT MUSLIMAH DI YOGYAKARTA (Studi pada Pelanggan RCSM (Spa & Salon Muslimah))

This study aims to determine the influence of service quality and price on customer
satisfaction at Rumah Cantik Sehat Muslimah (RCSM-Muslimah Spa & Salon) in
Yogyakarta. This research used quantitative research method. The sampling method
used was purposive sampling. In collecting the data, this study used a questionnaire
while the questionnaire scoring applied a Likert scale and used validity and
reliability tests. The analysis techniques used were the classical assumption test,
multiple linear regression test, and hypothesis testing. The research results
processed using the SPSS Version 22 program indicate that the R Square results of
51.7% showing that customer satisfaction at RCSM (Muslimah Spa & Salon) in
Yogyakarta is influenced by service quality and price. On the other hand, the
remaining 48.3% is influenced by other variables, namely quality product and
location. The results of the f test show a significance value of 0.000 <0.05, which
means that service quality and price simultaneously have a positive and significant
influence on customer satisfaction at RCSM (Spa & Salon Muslimah) in
Yogyakarta. Meanwhile, the t test results show that the significant value of service
quality is 0.000 <0.05. It means that service quality has a positive and significant
influence on customer satisfaction at RCSM (Muslimah Spa & Salon) in
Yogyakarta while the significance value of price is0.000 <0, 05 meaning that price
has a positive and significant influence on customer satisfaction at RCSM
(Muslimah Spa & Salon) in Yogyakarta. From this study, it is recommended for
further researchers to add and search for other variables affecting customer
satisfaction. For RCSM (Muslimah Spa & Salon) in Yogyakarta, it is expected that
it is able to maintain service quality and keep the price appropriate with the benefits
of the product or service provided. Besides, for the employees, it is hoped that they
are able to be responsive to all customers’ needs and respond faster and more
precisely in providing the assistance needed.