PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN URBAN SHAVE BARBERSHOP DI SURABAYA

Abstract

This study aims to analyze the effect of service quality on customer satisfaction at Urban Shave Barbershop Surabaya. The increasingly competitive grooming service industry requires businesses to deliver high-quality services to maintain customer satisfaction and loyalty. This research employed a quantitative approach using a survey method involving 91 customers selected through accidental sampling. Data were collected through a five-point Likert-scale questionnaire measuring service quality and customer satisfaction variables. Data analysis included validity and reliability tests, classical assumption tests, and simple linear regression analysis. The results indicate that service quality has a positive and significant effect on customer satisfaction. The positive regression coefficient suggests that improvements in service quality lead to higher customer satisfaction. The coefficient of determination shows that service quality explains more than half of the variance in customer satisfaction, while the remaining variance is influenced by other factors beyond the research model. These findings confirm that service quality is a key factor in shaping customer experience and satisfaction in barbershop services. The managerial implications highlight the importance of maintaining consistent service standards, improving barber competencies through continuous training, and conducting periodic customer satisfaction evaluations. These efforts are expected to enhance customer loyalty and strengthen the competitiveness of grooming service businesses in the long term.