| dc.description.abstract |
This research aims to test the influence of service quality and product
innovation on customer satisfaction to increase customer loyalty. The data used in
this research is primary data. The sampling in this research was based on
customers at the Joysco Barbershop shop who were found as a sample of 83
people in the 2022 period. Research results: The service quality variable (X1) has
a significant and positive effect on customer satisfaction (Y). The value is
significant for the effect of service quality (X1). ) on customer satisfaction (Y) is
0.000 < 0.05 and the calculated t value is 10,583 > t table value 1.988. The
product innovation variable (X2) has a significant and positive effect on customer
satisfaction (Y). The significance value for the influence of product innovation on
customer satisfaction is 0.000 < 0.05 and the calculated t value is 7,696 > t table
value 1.988. The influence of service quality and product innovation on customer
satisfaction has a significant and positive effect on customer satisfaction (Y). The
test results show that the calculated F value is 89,896 while the F table value is
3.11, so it can be seen that the calculated F value > F table, with a significance
level of 0.000 < 0.05, then the service quality variable and product innovation
variable together (simultaneously) have a positive effect on customer satisfaction.
The results of the multiple regression analysis above show that the R value of the
multiple correlation coefficient is 0.209, this shows that the independent variable
and the dependent variable have a level of relationship in the low category. The
influence of customer satisfaction on increasing Jaysco Barbershop customer
loyalty. The significant value for the influence of customer satisfaction (Y1) on
customer loyalty (Y2) is 0.000 < 0.05 and the calculated t value is 4,755> t table
value 1.988. |
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