PENGARUH KUALITAS PELAYANAN, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN OITO HAIRSTUDIO KOTA MALANG

This study aims to examine the effect of service quality, price perception and brand image on customer satisfaction at Oito Hairstudio in Malang City. The population in this study are Oito Hairstudio customers. This study used purposive sampling method with a sample of 112 respondents. The analytical method used is multiple linear regression analysis. The results of the regression analysis showed that the variables of service quality, price perception, brand image had a significant partial effect on customer satisfaction. In addition, using the F test shows that the variables of service quality, price perception and brand image have a simultaneous and significant effect on customer satisfaction with a calculated f value of 104,212 > 3.08