Pengaruh Kualitas Layanan dan Harga terhadap Loyalitas pelanggan F1 Barbershop di kota Palembang melalui kepuasan pelanggan sebagai variabel mediasi

This study aims to analyse the influence of service quality and price on customer loyalty through customer satisfaction at F1 Barbershop in Palembang. The study employs a quantitative approach with a purposive sampling technique involving 189 customers. Data were collected through questionnaires and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that service quality and price have a positive and significant effect on customer satisfaction and customer loyalty. Customer satisfaction also has a positive and significant effect on customer loyalty and mediates the effects of service quality and price on customer loyalty. These findings suggest that improving service quality and setting prices that reflect the value received by customers can enhance customer satisfaction and loyalty at F1 Barbershop in Palembang.