Pengaruh Harga Kualitas Pelayanan dan Digital Marketing Terhadap Kepuasan Konsumen Win’s Spa Hair Dressing Batam Studi
DOI:
https://doi.org/10.37296/esci.v6i2.394Kata Kunci:
Customer Satisfaction; Price; Service Quality; Digital Marketing; Customer LoyaltyAbstrak
This research seeks to analyze how price, service quality, and digital marketing influence customer satisfaction at Win’s Spa & Hair Dressing Batam, a service-based business operating in the beauty and body care industry. As consumer lifestyles continue to evolve, businesses in this sector are required to deliver value that aligns with customer expectations. This study applies a quantitative approach using a survey method. Primary data were obtained by distributing questionnaires to 61 customers who have experienced the services offered. The collected data were processed and analyzed using multiple linear regression with the support of SPSS version 22. The findings indicate that both individually and collectively, price, service quality, and digital marketing significantly and positively affect customer satisfaction. Pricing strategies that correspond with perceived service benefits and customers’ financial capabilities contribute to higher satisfaction levels. In addition, delivering high-quality services characterized by responsiveness, professionalism, and attentiveness to customer needs plays a crucial role in enhancing the overall experience. Digital marketing also emerges as an important factor, as it facilitates easy access to information and improves communication between the business and its customers. Furthermore, the Adjusted R Square value of 0.757 suggests that 75.7% of customer satisfaction is explained by these three variables, while the remaining percentage is influenced by other factors not examined in this study. In conclusion, implementing appropriate pricing, maintaining excellent service quality, and optimizing digital marketing strategies are essential to improving customer satisfaction and fostering long-term customer loyalty.
Referensi
Alma, B. (2018). Manajemen pemasaran dan pemasaran jasa. Alfabeta.
Amanah, D. (2022). Analisis fungsi harga dalam keputusan pembelian konsumen. Jurnal Manajemen Bisnis, 5(2), 45–53.
Ariyanto, A., et al. (2022). Pengaruh harga terhadap keputusan pembelian konsumen. Jurnal Ekonomi dan Bisnis, 10(1), 12–20.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.1177/002224299205600205
Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers’ usage of services. Journal of Marketing Research, 36(2), 171–186. https://doi.org/10.1177/002224379903600203
Brady, M. K., & Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality. Journal of Marketing, 65(3), 34–49. https://doi.org/10.1509/jmkg.65.3.34.18334
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilić, A. (2011). Customer engagement. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Chaffey, D. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson.
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality. Journal of Marketing, 56(3), 55–68. https://doi.org/10.1177/002224299205600304
Davis, F. D. (1989). Perceived usefulness, perceived ease of use. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Dinas Pariwisata Kota Batam. (2023). Laporan perkembangan usaha pariwisata Kota Batam.
Fahmi, I., et al. (2024). Strategi digital marketing dalam meningkatkan kepuasan konsumen. Jurnal Pemasaran Digital, 3(1), 22–30.
Grönroos, C. (2007). Service management and marketing (3rd ed.). Wiley.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kharisma, R., et al. (2023). Pengaruh kepuasan konsumen terhadap loyalitas pelanggan. Jurnal Ekonomi Modern, 8(2), 101–110.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0. Wiley.
Lemon, K. N., & Verhoef, P. C. (2016). Customer experience throughout the journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions. Journal of Marketing Research, 30(2), 234–245. https://doi.org/10.1177/002224379303000208
Monroe, K. B. (2003). Pricing: Making profitable decisions (3rd ed.). McGraw-Hill.
Nielsen. (2022). Global consumer behavior report.
Oliver, R. L. (1980). A cognitive model of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.1177/002224378001700405
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer (2nd ed.). Routledge.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL. Journal of Retailing, 64(1), 12–40.
Ryan, D. (2017). Understanding digital marketing (4th ed.). Kogan Page.
Sekaran, U., & Bougie, R. (2016). Research methods for business (7th ed.). Wiley.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199–214. https://doi.org/10.1287/mksc.4.3.199
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media. Business Horizons, 57(6), 703–708. https://doi.org/10.1016/j.bushor.2014.07.002
Tjiptono, F. (2019). Pemasaran jasa. Andi.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing (3rd ed.). Sage.
Voss, G. B., Parasuraman, A., & Grewal, D. (1998). The roles of price and expectations. Journal of Marketing, 62(4), 46–61. https://doi.org/10.1177/002224299806200404
We Are Social. (2024). Digital 2024: Indonesia.
Xia, L., Monroe, K. B., & Cox, J. L. (2004). Price fairness perceptions. Journal of Marketing, 68(4), 1–15. https://doi.org/10.1509/jmkg.68.4.1.42733
Zeithaml, V. A. (1988). Consumer perceptions of value. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
