Pengaruh Harga dan Kualitas Pelayanan terhadap Kepuasan Pelanggan pada Toko Aureola Beauty di Sukoharjo

Dania Oktavianita Sari; Khabib Alia Akhmad; Nur Hadi

doi:10.55606/mri.v4i3.9767

Authors

Dania Oktavianita Sari Universitas Duta Bangsa
Khabib Alia Akhmad Universitas Duta Bangsa
Nur Hadi Universitas Duta Bangsa

DOI:

https://doi.org/10.55606/mri.v4i3.9767

Keywords:

Aureola Beauty, Customer Satisfaction, Generation Z, Price, Service Quality

Abstract

This study aims to analyze the effect of price and service quality on customer satisfaction at Aureola Beauty Store in Sukoharjo. The research employed a quantitative approach using a causal associative method. The population consisted of Generation Z customers who had made purchases at Aureola Beauty Store. The sampling technique used was purposive sampling, with a total sample of 100 respondents. Data were collected through questionnaires using a 4-point Likert scale. Data analysis was conducted using SPSS version 27, including validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, ttest, F-test, and coefficient of determination (R²).The results indicate that price has a positive and significant effect on customer satisfaction, with a t-value of 3.045 and a significance value of 0.003 < 0.05. Service quality also has a positive and significant effect on customer satisfaction, with a t-value of 7.218 and a significance value of 0.000 < 0.05. Simultaneously, price and service quality have a positive and significant effect on customer satisfaction, as evidenced by an F-value of 57.931 and a significance value of 0.000 < 0.05. The coefficient of determination (R²) of 0.544 indicates that 54.4% of customer satisfaction can be explained by the variables of price and service quality, while the remaining 45.6% is influenced by other factors not examined in this study.

Downloads

Download data is not yet available.

References

Andika, R. (2023). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan konsumen dengan keputusan pembelian sebagai variabel intervening pada Toko Sembako Barokah di Besuki Situbondo. Jurnal Mahasiswa Entrepreneurship (JME), 1(4), 692. https://doi.org/10.36841/jme.v1i4.2055

Chaerunnisa, S., Syaifulloh, M., & Harini, D. (2022). Pengaruh promosi, kualitas produk, dan kualitas pelayanan terhadap kepuasan konsumen karyawan PT Bintang Indokarya Gemilang sebagai pengguna Shopee. Jurnal Al Azhar Indonesia Seri Ilmu Sosial, 3(3), 141. https://doi.org/10.36722/jaiss.v3i3.1378

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis. Cengage. https://books.google.co.id/books?id=0r9zsweacaaj

Hardian, H. (2025). Customer satisfaction mediates service quality and price perception on customer loyalty. International Journal of Science, Technology & Management, 6(1), 105–110. https://doi.org/10.46729/ijstm.v6i1.1221

Indajang, K., Candra, V., Sianipar, M. Y., Sembiring, L. D., & Simatupang, S. (2023). The effect of service quality and price on customer satisfaction. Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS), 4(3), 942–950. https://doi.org/10.47065/ekuitas.v4i3.3090

Kementerian Perindustrian Republik Indonesia. (2025). Perubahan gaya hidup dorong industri kosmetik. https://kemenperin.go.id/artikel/21460/Industri-Kosmetik-Nasional-Tumbuh-Pesat

Khoirunnisa, Y. N. (2024). Pengaruh harga dan kualitas pelayanan terhadap kepuasan konsumen pada startup Cocareer.id. Jurnal Ekonomi Bisnis Antartika, 2(2), 160–169. https://doi.org/10.70052/jeba.v2i2.527

Kotler, P., & Armstrong, G. (2024). Principles of marketing.

Kotler, P. T., & Keller, K. L. (2019). Marketing management. Pearson Education.

Maharani, D. A., Hidayat, W., & Wijayanto, A. (2023). Pengaruh customer experience dan harga terhadap kepuasan pelanggan (Studi pada pelanggan Mitra Swalayan Kota Tegal). Jurnal Ilmu Administrasi Bisnis, 12(2), 447–457. https://ejournal3.undip.ac.id/index.php/jiab

Mardiyanto, J., & Heikal, J. (2025). The influence of product quality, price, and service on customer satisfaction and loyalty at Goodtry Burger outlets using SEM-PLS. Jurnal Indonesia Sosial Sains, 6(12), 3813–3823. https://doi.org/10.59141/jiss.v6i12.2142

McKinsey & Company. (2025). The future of the beauty industry. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/a-close-look-at-the-global-beauty-industry-in-2025

Mirnawati, Haruna, B., & Karma. (2024). Pengaruh kualitas pelayanan terhadap kepuasan pelanggan karang hias di PT Panorama Alam Tropika Jakarta Selatan. Jurnal Bintang Manajemen, 2(3), 79–96. https://doi.org/10.55606/jubima.v2i3.3268

Naufal, M. N. N., Widyaningsih, A., & Andriana, D. (2024). Pricing strategy and service quality improvement to optimize customer satisfaction: A systematic literature review. International Journal of Business, Law, and Education, 5(2), 2827–2837. https://doi.org/10.56442/ijble.v5i2.935

Nurjanah, A., & Sriminarti, N. (2025). Peran kepuasan pelanggan memoderasi pengaruh kualitas pelayanan dan pengalaman pelanggan terhadap loyalitas pelanggan e-commerce pada Generasi Z di Jabodetabek. Al-Mikraj: Jurnal Studi Islam dan Humaniora, 5(2), 538–564. https://doi.org/10.37680/almikraj.v5i2.6884

Rahayu, F. S., Andari, T. T., & Yulianingsih. (2024). Customer satisfaction based on service quality and price. International Journal of Management and Business Intelligence, 2(4), 391–402. https://doi.org/10.59890/ijmbi.v2i4.2439

Satdiah, A., Siska, E., & Indra, N. (2023). Pengaruh harga dan kualitas produk terhadap keputusan pembelian konsumen pada Toko Cat De’Lucent Paint. Cidea Journal, 2(1), 24–37. https://doi.org/10.56444/cideajournal.v2i2.775

Syahsudarmi, S. (2022). The influence of service quality on customer satisfaction: A case study. International Journal of Indonesian Business Review, 1(1), 29–37. https://doi.org/10.54099/ijibr.v1i1.253

Tjiptono, F. (2019). Pemasaran jasa: Prinsip, penerapan, dan penelitian edisi terbaru. Andi Publisher.

Tjiptono, F., & Anastasi, D. (2022). Manajemen dan strategi kepuasan pelanggan.

Vildayanti, R. A., & Sukarno. (2025). The influence of price, brand image, and service quality on customer satisfaction (A study on consumers of PT Gemilang Cipta). Jurnal Manajemen Sains, 5(6), 1998–2009. https://doi.org/10.58471/jms.v5i06

Waskito, S. K., & Rahayu, M. (2024). Pengaruh harga, kualitas pelayanan, harapan pelanggan terhadap kepuasan pelanggan serta implikasinya terhadap kinerja perusahaan distributor Queen. Economics and Digital Business Review, 5(2), 765–776. https://doi.org/10.37531/ecotal.v5i2.1469