PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN PADA JASA SALON JOHNNY ANDREAN PEKANBARU

Abstract

This study aims to determine how the impact of service quality and promotion of customer satisfaction and customer loyalty in services Salon Johnny Andrean Pekanbaru.Adapun the population in this study are are all customers in Salon Johnny Andrean 2016. While the sampling is done by the method of sampling pusposive in order to obtain a sample sebanyak210 orang.Analisis data used is path analysis (path analysis) with SPSS version 21 o'clock. From the test results that have been made known that kualitaspelayanan and promotion effect on customer satisfaction. Quality of service, promotion and customer satisfaction impact on customer loyalty in services Salon Johnny Andrean Pekanbaru whereas path analysis showed that the quality of care and the promotion of an effect on customer loyalty through customer satisfaction at Salon Johnny Andrean Pekanbaru. Johnny Andrean Salon is expected to Pekanbaru that selalumem inform customers about the desired product to the customers and employees of Salon Johnny Andrean in order to provide services to customers quickly responded with good customers who come and be honest in providing requirements desired by the customer.

Keywords : Quality Service, Promotion, Customer Satisfaction and Customer Loyalty