Hubungan antara kepuasan dan loyalitas Anggota gold member rhea’s chamber beauty Salon

Wahid, Monita Siswanto (2013) Hubungan antara kepuasan dan loyalitas Anggota gold member rhea’s chamber beauty Salon. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan dengan tujuan untuk menguji hubungan antara kepuasan dan loyalitas konsumen yang merupakan anggota Gold Member salon kecantikan Rhea’s Chamber. Peneliti ingin melihat hubungan antara kepuasan dan loyalitas karena menurut beberapa teori pemasaran dan teori bisnis pada umumnya, bila pelanggan puas maka biasanya mereka akan menjadi setia dan loyal terhadap suatu brand. Maka, penulis ingin mengujinya pada bisnis salon kecantikan yang diketahui bahwa turnover-nya tinggi, apakah kepuasan pada pelayanan suatu salon kecantikan dapat membuatnya loyal kepada Rhea’s Chamber. Variabel yang digunakan dalam penelitian ini adalah variabel kepuasan yang ditetapkan sebagai variabel bebas (independent variable) dan variabel loyalitas yang ditetapkan sebagai variabel terikat (dependent variable). Data yang digunakan dalam penelitian ini merupakan data primer yang diperoleh dengan menyebarkan kuesioner kepada 177 orang anggota Gold Member dari Rhea’s Chamber. Perangkat analisis data yang digunakan adalah analisis mean score, overall mean score serta analisis korelasi. Hasil penelitian menunjukkan bahwa terdapat hubungan yang signifikan dari kepuasan anggota Gold Member Rhea’s Chamber dengan loyalitas dari anggota Gold Member tersebut terhadap salon kecantikan Rhea’s Chamber. / This research was conducted to determine the relationship between customer satisfaction with customer loyalty of the Rhea's Chamber Beauty Salon Gold Member. Researcher want to see the relationship between satisfaction and loyalty due to some of marketing and business theory (in general) said that if customers are satisfy, they will become loyal towards a brand. It attracts researcher to test the theory on beauty salon business (which has high turnover) in order to see wether satisfaction can make customers become loyal to Rhea’s Chamber beauty salon. The variables used in this study is satisfaction variables as independent variables (independent variable) and loyalty variable as the dependent variable (dependent variable). The data used in this study is primary data which obtained by distributing questionnaires to 177 Gold Members of the Rhea's Chamber. Tools that used to analyze the data are the mean score analysis, overall mean score analysis as well as the correlation analysis. The results showed that there was a significant relationship between Rhea's Chamber Gold Member satisfaction with Rhea's Chamber Gold Member loyalty.

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