PENGARUH PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN EYELASH EXTENTION DI EYELASH BY CILLA SURABAYA
THE EFFECT OF PRICE PERCEPTION AND SERVICE QUALITY ON CONSUMER SATISFACTION EYELASH EXTENTION AT EYELASH BY CILLA SURABAYA
ABSTRAK
PENGARUH PERSEPSI HARGA
DAN KUALITAS PELAYANAN TERHADAP
KEPUASAN KONSUMEN EYELASH EXTENTION DI
EYELASH BY CILLA SURABAYA
Nama : Cynthia Shella Saphira
Nim : 18050634026
Program Studi : Pendidikan Tata Rias
Jurusan : Pendidikan Kesejahteraan Keluarga
Fakultas : Teknik
Nama Lembaga : Universitas Negeri Surabaya
Pembimbing : Dra. Dewi Lutfiati, M.Kes.
Bisnis kecantikan ada berbagai macam jenis, tidak hanya tentang riasan dan rambut, tetapi segala sesuatu yang berhubungan dengan kecantikan seperti bisnis Eyelash Extention. Saat ini, para pengusaha mengalami kesulitan dalam menjalankan bisnis kecantikan di masa pandemi Covid-19. Maka dari itu, para pengusaha memerlukan inovasi agar bisnisnya tetap berjalan.
Eyelash by Cilla digunakan sebagai tempat penilitian. Eyelash by Cilla adalah salah satu bisnis Eyelash Extention di Surabaya yang masih tetap berjalan di masa pandemi Covid-19. Jasa layanan yang diterapkan yaitu home service menyesuaikan dengan keadaan saat ini dengan pola gaya hidup stay at home dan physical distancing. Eyelash by Cilla harus memiliki kemampuan bersaing untuk memuaskan para konsumennya yaitu dengan memperhatikan persepsi harga konsumen dan kualitas pelayanannya.
Penelitian ini bertujuan untuk mengetahui pengaruh 1) persepsi harga terhadap kepuasan konsumen Eyelash Extention di Eyelash by Cilla, 2) kualitas pelayanan terhadap kepuasan konsumen Eyelash Extention di Eyelash by Cilla, dan 3) persepsi harga dan kualitas pelayanan terhadap kepuasan konsumen Eyelash Extention di Eyelash by Cilla. Jenis penelitian yang digunakan yaitu penelitian deskriptif kuantitatif. Variabel penelitian ini adalah persepsi harga, kualitas pelayanan dan kepuasan konsumen. Dalam penelitian ini populasi yang diteliti adalah seluruh pelanggan Eyelash Extention di Eyelash by Cilla dari bulan September 2021 hingga bulan Juni 2022 sejumlah 155, kemudian dari jumlah populasi tersebut digunakan sebanyak 61 orang sebagai sampel penelitian dengan menggunakan teknik Simple Random Sampling. Instrumen penelitian dalam penelitian ini berupa angket atau kuisioner dengan menggunakan metode skala Likert. Analisis data menggunakan uji regresi linear berganda.
Hasil penelitian didapat bahwa : (1) persepsi harga berpengaruh secara positif dan signifikan terhadap kepuasan konsumen Eyelash Extention di Eyelash by Cilla, (2) kualitas pelayanan berpengaruh secara positif dan signifikan terhadap kepuasan konsumen Eyelash Extention di Eyelash by Cilla, dan (3) persepsi harga, dan kualitas pelayanan secara simultan berpengaruh positif dan signifikan terhadap kepuasan konsumen Eyelash Extention di Eyelash by Cilla.
Kata Kunci : Persepsi Harga, Kualitas Pelayanan, Kepuasan Konsumen
ABSTRACT
THE EFFECT OF PRICE PERCEPTION
AND SERVICE QUALITY ON
CONSUMER SATISFACTION EYELASH EXTENTION AT EYELASH BY CILLA SURABAYA
Name : Cynthia Shella Saphira
Study Program : Makeup
Department : Family Welfare Education
Faculty : Engineering
Name of Institution : Surabaya State University
Supervisor : Dra. Dewi Lutfiati, M.Kes.
There are various types of beauty businesses, not only about makeup and hair, but everything related to beauty such as the Eyelash Extension business. Currently, entrepreneurs are experiencing difficulties in running a beauty business during the Covid-19 pandemic. Therefore, entrepreneurs need innovation to keep their business running.
Eyelash by Cilla is the object of this research. Eyelash by Cilla is one of the Eyelash Extension businesses in Surabaya which is still running during the Covid-19 pandemic. The services implemented, namely home services, adapt to the current situation with a lifestyle pattern of staying at home and physical distancing. Eyelash by Cilla must have the ability to compete to satisfy its customers by paying attention to consumer price perceptions and service quality.
This study aims to determine the effect of 1) price perceptions on Eyelash Extension customer satisfaction at Eyelash by Cilla, 2) service quality on Eyelash Extension customer satisfaction at Eyelash by Cilla, and 3) price and service quality perceptions on Eyelash Extension customer satisfaction at Eyelash by Cilla. The type of research used is quantitative descriptive research. The variables of this research are price perception, service quality and customer satisfaction. In this study, the population studied was all Eyelash Extension customers at Eyelash by Cilla from September 2021 to June 2022, a total of 155, then from the total population, 61 people were used as research samples using the Simple Random Sampling technique. The research instrument in this study was a questionnaire or questionnaire using the Likert scale method. Data analysis using multiple linear regression test.
The results of the study found that: (1) price perception has a positive and significant effect on Eyelash Extension consumer satisfaction at Eyelash by Cilla, (2) service quality has a positive and significant effect on Eyelash Extension consumer satisfaction at Eyelash by Cilla, and (3) perception price and service quality simultaneously have a positive and significant effect on Eyelash Extension consumer satisfaction at Eyelash by Cilla.