PENGARUH SERVICESCAPE TERHADAP KEPUASAN PELANGGAN : Studi Kasus Pelanggan Titi Anam Salon Bandung

Widya Oktafiani, - (2019) PENGARUH SERVICESCAPE TERHADAP KEPUASAN PELANGGAN : Studi Kasus Pelanggan Titi Anam Salon Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Perkembangan salon saat ini membuat persaingan semakin ketat sehingga perusahaan salon akan berusaha untuk mempertahankan target pasar salah satunya dengan menerapkan strategi servicescape dalam mencapai kepuasan. Titi Anam Salon adalah salah satu salon yang telah menerapkan strategi ini untuk meningkatkan kepuasan pelanggannya. Adapun beberapa tujuan yang ingin dicapai pada penelitian ini adalah untuk mengetahui gambaran mengenai servicescape pada Titi Anam Salon, mengetahui tingkat kepuasan pelanggan pada Titi Anam Salon dan pengaruh servicescape terhadap kepuasan pelanggan. Metode penelitian yang digunakan adalah explanatory survey dengan jenis penelitian deskriptif dan verifikatif serta sampel yang digunakan sebanyak 100 responden yang telah menggunakan layanan jasa Titi Anam Salon. Teknik analisis yang digunakan adalah uji normalitas, koefisien korelasi sederhana dan analisis regresi sederhana dengan bantuan SPSS 24.0 for Windows. Pengujian hipotesis menggunakan uji t-test untuk melihat pengaruh secara parsial dari hubungan antara kedua variabel yang diteliti. Hasil penelitian menunjukkan bahwa servicescape pada Titi Anam Salon dipersepsikan pelanggan berada pada kategori baik, sedangkan kepuasan pelanggan berada pada kategori cukup puas artinya pelanggan merasa cukup dengan keadaan servicescape salon tersebut. Hasil penelitian lainnya menunjukkan adanya pengaruh positif dan signifikan antara servicescape terhadap kepuasan pelanggan. Kata Kunci: Services cape, Kepuasan Pelanggan, Titi Anam Salon----- The development of salons now makes competition even tighter so that salon companies will try to maintain the target market, one of them is by implementing servicescape strategies in achieving satisfaction. Titi Anam Salon is one salon that has implemented this strategy to maintain customer satisfaction. The goals that want to be achieved is to describe about servicescape on Titi Anam Salon, also to knowing the level of customer satisfaction on Titi Anam Salon and the influence of servicescape on customer satisfaction. The research method used is explanatory survey with the type of descriptive and verification research and the sample used as many as 100 respondents who have used services of Titi Anam Salon Bandung. The analysis technique used is normality test, simple correlation coefficient and simple regression analysis with the help of SPSS 24.0 for Windows. Hypothesis testing uses t-test to see the effect partially of the relationship between the two variables studied. The results showed that the servicescape of the Titi Anam Salon was perceived by customers to be in the good category, while customer satisfaction was in the quite satisfied category, meaning that the customer felt sufficient with the salon's servicescape. The results of other studies indicate a positive and significant influence between servicescape on customer satisfaction. Keyword: Servicescape, Customer Satisfaction, Titi Anam Salon

Item Type: Thesis (S1)
Additional Information: No. Panggil: S PEM WID p-2019; Pembimbing: I. Vanessa Gaffar, II. Ayu krishna Yuliawati; NIM: 1501050
Uncontrolled Keywords: Services cape, Kepuasan Pelanggan, Titi Anam Salon
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Widya Oktafiani
Date Deposited: 30 Jan 2020 06:54
Last Modified: 30 Jan 2020 06:54
URI: http://repository.upi.edu/id/eprint/37143

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