PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN PADA KLINIK KECANTIKAN ORISKIN CABANG KALIBATA

FATHIA TAJLA SUTRIMAN, . (2025) PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN PADA KLINIK KECANTIKAN ORISKIN CABANG KALIBATA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Persaingan dalam industri klinik kecantikan di Indonesia semakin ketat, sehingga banyak klinik mengalami tantangan dalam mempertahankan loyalitas pelanggan. Klinik Oriskin Cabang Kalibata merupakan salah satu klinik yang mengalami fluktuasi jumlah pelanggan, dengan banyak pelanggan baru tidak kembali untuk kunjungan berikutnya. Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar pengaruh kualitas pelayanan dan kualitas produk terhadap loyalitas pelanggan, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 78 responden. Hasil penelitian menunjukkan bahwa berdasarkan perhitungan uji t, diperoleh bahwa variabel Kualitas Pelayanan memiliki nilai signifikansi sebesar 0,022 (> 0,05), sehingga berpengaruh signifikan secara parsial terhadap loyalitas pelanggan dan variabel Kualitas Produk berpengaruh signifikan terhadap loyalitas pelanggan, dengan nilai signifikansi sebesar 0,001 (< 0,05), sehingga H₀ ditolak dan Hₐ diterima. Hasil nilai signifikansi menunjukkan bahwa secara simultan Kualitas Pelayanan (X1) dan Kualitas Produk (X2) berpengaruh signifikan terhadap Loyalitas Pelanggan (Y), dengan nilai signifikansi 0,000 < 0,05. Nilai koefisien determinasi (R²) sebesar 0,503 menunjukkan bahwa sebesar 50,3% loyalitas pelanggan dipengaruhi oleh Kualitas Pelayanan dan Kualitas Produk, sedangkan sisanya 49,7% dipengaruhi oleh faktor lain di luar penelitian ini. Penelitian menghasilkan tiga temuan utama sesuai dengan hipotesis yang diajukan, yaitu Kualitas Pelayanan memiliki pengaruh positif terhadap Loyalitas Pelanggan; Kualitas Produk memiliki pengaruh positif terhadap Loyalitas pelanggan; Kualitas Pelayanan dan kualitas Produk bersama-sama memiliki pengaruh positif terhadap Loyalitas Pelanggan. Berdasarkan hasil temuan tersebut, maka untuk meningkatkan Loyalitas Pelanggan pada Klinik kecantikan Oriskin Kalibata disarankan agar perusahaan dapat meningkatkan kualitas produk dan pelayanan. Kata Kunci: Loyalitas Pelanggan, Kualitas Pelayanan, Kualitas Produk, Klinik Kecantikan, Oriskin ***** The competition in the beauty clinic industry in Indonesia is getting tougher, so many clinics are experiencing challenges in maintaining customer loyalty. Oriskin Clinic Kalibata Branch is one of the clinics that experienced fluctuations in the number of customers, with many new customers not returning for the next visit. The purpose of this study is to find out how much influence service quality and product quality have on customer loyalty, both partially and simultaneously. The research uses a quantitative approach with a survey method through the distribution of questionnaires to 78 respondents. The research results show that based on the calculation of the t test, it was obtained that the Service Quality variable has a significance value of 0.022 (> 0.05), so that it has a significant partial effect on customer loyalty and the Product Quality variable has a significant effect on customer loyalty, with a significance value of 0.001 (< 0.05), so that H0 is rejected and Ha is accepted. The significance value result shows that simultaneously Service Quality (X1) and Product Quality (X2) have a significant effect on Customer Loyalty (Y), with a significance value of 0.000 < 0.05. The determination coefficient value (R²) of 0.503 shows that 50.3% customer loyalty is influenced by Service Quality and Product Quality, while the remaining 49.7% is influenced by other factors outside this study. The research produced three main findings in accordance with the proposed hypothesis, namely Service Quality has a positive influence on Customer Loyalty; Product Quality has a positive influence on Customer Loyalty; Service Quality and Product Quality together have a positive effect on Customer Loyalty. Based on these findings, to increase Customer Loyalty at Oriskin Kalibata Beauty Clinic, it is recommended that the company can improve the quality of products and services. Keywords: Customer Loyalty ,Service Quality,Product Quality, Beauty Clini,Oriskin

Item Type: Thesis (Sarjana)
Additional Information: 1). Dra. Eti Herawati, M.Si. ; 2). Dr. Dwi Atmanto, M.Si.
Subjects: Manajemen > Perilaku Konsumen
Tata Rias > Tata Rias (Makeup)
Divisions: FT > D IV Desain Mode
Depositing User: Fathia Tajla Sutriman .
Date Deposited: 06 Aug 2025 03:12
Last Modified: 06 Aug 2025 03:12
URI: http://repository.unj.ac.id/id/eprint/58287

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