PENGARUH KUALITAS LAYANAN DAN SUASANA BARBERSHOP TERHADAP KEPUTUSAN MEMILIH BARBERSHOP (Studi pada konsumen Raja Cukur Barbershop Candi Panggung Malang)

The purpose of this study was aimed to test the partially effect of service quality and barbershop atmosphere on barbershop decision on Raja Cukur Barbershop Candi Panggung Malang. The research population were the consumers for first time use haircut service at Raja Cukur Barbershop Malang, the sample of this study were selected 105 respondents by using accidental sampling method. Using SPSS analyzes performed included validity and reliability, the classic assumption test, multiple linear regression analysis and hypothesis testing use t. The result showed that the service quality and barbershop atmosphere had a positive and significant impact on haircut decision