The Effect of Service Quality, Customer Trust and Customer Satisfaction on Customer Loyalty at Bigboss Barbershop in Banda Aceh City
DOI:
https://doi.org/10.30601/humaniora.v10i2.8280Keywords:
Service quality, Customer trust, Customer satisfaction, Customer loyalty, BarbershopAbstract
The number of barbershops in Banda Aceh City has grown from five in 2016 to about fifty in 2026, so retaining customers has become a central concern for operators. Studies of barbershops in Indonesia report mixed findings on whether service quality affects loyalty directly, and few examine service quality, trust and satisfaction together in one model. This study examines the partial and joint effects of service quality, customer trust and customer satisfaction on customer loyalty at Bigboss Barbershop in Banda Aceh City. A quantitative explanatory survey was conducted among 83 customers, and the data were analysed with validity and reliability tests, classical assumption tests and multiple linear regression in SPSS. Service quality (B = 0.235; t = 5.644; p < 0.001), customer trust (B = 0.220; t = 3.575; p = 0.001) and customer satisfaction (B = 0.232; t = 4.513; p < 0.001) each had a positive and significant effect on loyalty. Together they had a significant effect (F = 88.481; p < 0.001) and explained 76.2% of the variation in loyalty (adjusted R² = 0.762), with service quality showing the largest standardised coefficient (β = 0.432). Retention strategies for barbershops should therefore combine consistent service delivery, credible professional standards and regular monitoring of customer satisfaction.Downloads
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