Effect of Service Quality, Tariff Perception and Brand Image Toward Costumer Satisfaction

Abstract

The main objective of this study was to understand the effect of service quality, price perception, and brand image on customer satisfaction at an Old Man Barbershop haircut business from 2019 to 2020, totaling 700 customers. To facilitate data collection, we used a sample of 100 people as a correspondence obtained through a purposive sampling technique. Meanwhile, our data analysis method used multiple linear regression analysis. The results of the multiple linear regression analysis show that service quality, price perception, and business image have a significant effect on the satisfaction of Old Man Barbershop service users. Thus, the results are expected to be useful input for many interested parties, especially barbershop entrepreneurs and similar business practitioners so that they can improve and maintain service quality, price rates, and brand image to increase customer satisfaction, especially Old Man Barbershop.