PENGARUH PROMOSI DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI MEDIASI DALAM MENGGUNAKAN JASA PADA YOPIE SALON KOTA PALANGKA RAYA
DOI:
10.54443/sibatik.v5i4.4536Published:
2026-03-31Downloads
Abstract
The increasingly intense competition in the beauty service industry requires companies to continuously build customer loyalty. This study aims to analyze the direct and indirect effects of promotion and price perception on customer loyalty, with customer satisfaction as a mediating variable at Yopie Salon Kota Palangka Raya. The research employed a quantitative explanatory approach involving 97 respondents selected through purposive sampling and analyzed using SEM-PLS (Structural Equation Modeling–Partial Least Squares). The findings indicate that promotion and price perception have positive and significant effects on both customer loyalty and customer satisfaction. However, customer satisfaction does not have a significant effect on customer loyalty and does not mediate the relationship between promotion and price perception and customer loyalty. These results suggest that customer loyalty is more directly influenced by promotion and price perception rather than through the mechanism of customer satisfaction.
Keywords:
Customer Loyalty Customer Satisfaction Promotion Price Perception Mediation SEM-PLSReferences
Ajib Catur Yudo Yuwono, Aries Setiawan, Ariati Anomsari, & Farida. (2024). Pengaruh persepsi harga, kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel mediasi pada perusahaan PT. Soyo Aji Perkasa. E-Bisnis : Jurnal Ilmiah Ekonomi Dan Bisnis, 17(2), 117–130. https://doi.org/10.51903/e-bisnis.v17i2.2015
Andriani, N., Nurbaiti, & Aisyah, S. (2024). The influence of e-service quality, price perception, and sales promotion on customer loyalty through customer satisfaction on the gojek application. Golden Ratio Of Data In Summary, 5(1), 46–55. https://doi.org/10.52970/grdis.v5i1.787
Anggraini, F., & Budiarti, A. (2020). Pengaruh Harga, Promosi, Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan Pada Konsumen Gojek. Jurnal Pendidikan Ekonomi (JUPE), 8(3), 86–94.
Aprilia, M., & Sukma. (2023). Pengaruh persepsi harga dan word of mouth terhadap kepuasan pelanggan melalui keputusan pembelian. J-CEKI : Jurnal Cendekia Ilmiah, 3(1), 15–165. https://doi.org/10.56799/jceki.v3i1.1875
Asmoro, L. G. W. & Sunanto (2021). Pengaruh promosi dan kualitas pelayanan terhadap keputusan pembelian (studi pada giant ekstra cbd bintaro). Jurnal Ilmiah Feasible (JIF), 3(1), 70. https://doi.org/10.32493/fb.v3i1.2021.70-76.9332
Arianto, N. (2019). pengaruh kualitas pelayanan dan promosi terhadap kepuasan pelanggan konsumen pada alfamart roda hias serpong. Jurnal Ekonomi Efektif, 2(1), 143–156. https://doi.org/10.32493/jee.v2i1.3512
Azmy, N. U., & Madura, Y. C. (2023). Pengaruh persepsi harga dan kualitas pelayanan terhadap kepuasan pelanggan. GEMILANG: Jurnal Manajemen Dan Akuntansi, 4(1), 224–236. https://doi.org/10.56910/gemilang.v4i1.1034
Bancin, J. B., Eka Damayanti, N., Aprilita, A., & Josefina Novalina Banurea, J. (2024). Pengaruh promosi dan kualitas pelayanan terhadap keputusan pembelian melalui peran mediasi citra merk di mcdonald’s kota palangka raya. Jurnal Manajemen Dan Organisasi, 14(4), 392–413. https://doi.org/10.29244/jmo.v14i4.51251
Fadila, A., & Meria, L. (2024). Customer loyalty ditinjau dari advertising, sales promotion dan brand image pada franchise ice cream & tea. Jurnal Lentera Bisnis, 13(2), 764. https://doi.org/10.34127/jrlab.v13i2.1067
Hamida, L., Wahyuni, I., & Praja, Y. (2024). Pengaruh citra merek, lokasi, dan promosi terhadap loyalitas konsumen melalui minat beli ulang pada salon beautybarku di situbondo. Jurnal Mahasiswa Entrepreneur (JME) FEB UNARS, 3(8), 1447–1459.
Juniantara, I. M. A. (2018). Pengaruh persepsi harga, promosi, dan kualitas pelayanan terhadap kepuasan pelanggan dan dampaknya terhadap loyalitas konsumen. E-Jurnal Manajemen Unud, 7(11), 5955–5982.
Livia, V., & Hendratmoko, H. (2024). The effect of service quality and price perception on customer loyalty mediated by customer satisfaction at bengkel sukses jaya. Jurnal Indonesia Sosial Sains, 5(11), 2795–2811. https://doi.org/10.59141/jiss.v5i11.1467
Martha, E. P. (2015). Pengaruh persepsi harga, kualitas pelayanan, dan suasana salon terhadap loyalitas pelanggan melalui kepuasan pelanggan 1. (Studi Pada Pelanggan Flaurent Salon Yogyakarta). Ekp, 13(3), 1576–1580.
Muliati Sukma Pandiangan, Fauziah Nur Simamora, & Sriayu Aritha Panggabean. (2023). Pengaruh promosi dan kualitas layanan terhadap loyalitas pelanggan pada PT. Hobin Nauli Multimedia Sibolga. Jurnal Manajemen Riset Inovasi, 1(2), 24–41. https://doi.org/10.55606/mri.v1i2.1043
‘Nandito, R., & Edwin, F. (2023). Pengaruh kualitas pelayanan, promosi, dan persepsi harga terhadap kepuasan pelanggan di park hotel cawang. Jurnal Ecoment Global, 8(2), 1–10.
Prabowo, I. D., & Nurbasari, A. (2024). The effect of customer relationship marketing and promotion on loyalty with customer satisfaction as a mediating variable. 2, 111–126.
Putri, N. P. S., Wimba, I. G. A., & Suartina, I. W. (2024). Pengaruh kualitas pelayanan dan promosi terhadap loyalitas pelanggan pada Salon Cindy Ayu di Mengwi. 5(4), 674–689.
Ramadani, R. (2023). Pengaruh Persepsi Harga, Promosi Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan (Studi Kasus: Indomaret Sei Rampah). Jurnal Edunomika, 8(1), 1–8.
Risnawati, H., Sumarga, H. E., & Purwanto, S. (2019). The effect of service quality prices and location of companies to customer satisfaction implications on customer loyalty. Internasional Review Of Management And Marketing, 9(6), 38–43. https://Doi.Org/10.32479/Irmm.8736
Septiani, A. R. (2025). Pengaruh Persepsi Harga, Kualitas Pelayanan, Dan Suasana Toko Terhadap Loyalitas Pelanggan Yang Dimediasi Melalui Kepuasan pelanggan (Studi Pada Pelanggan Glam Glow Salon Malang). 167–186.
Setyaningrum Et Al., (2024). (2024). pengaruh harga diskon dan promosi terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi pada salon nhabeauty di jombor bendosari sukoharjo. 08(04), 1–10.
Solehudin, D. (2023). Pengaruh Harga, Promosi Dan Kualitas Layanan Terhadap Kepuasan pelanggan Dan Dampaknya Terhadap Loyalitas Pelanggan Pada PT. Indomaret Perumahan Graha Selaras Bogor. Jurnal Ekonomi, Manajemen Dan Perbankan (Journal Of Economics, Management And Banking), 9(2), 165–174. https://doi.org/10.35384/jemp.v9i2.377
Tsania, L. H., & Haris, M. (2024). Pengaruh kualitas layanan, kepercayaan dan persepsi harga terhadap loyalitas pelanggan. Solusi, 22(1), 106 - 112. https://doi.org/10.26623/slsi.v22i1.8054
Utami, B., Hidayat, M. S., & Setyariningsih, E. (2023). The relationship between customer satisfaction and loyalty: a systematic literature review. International Journal Of Social Service And Research, 3(1), 54–62. https://doi.org/10.46799/ijssr.v3i1.222
Vemberain, J., & Rakhman, A. (2024). influence of promotions, price perceptions, service quality towards customer loyalty through customer satisfaction Gojek in Jakarta. Jurnal Ekonomi Perusahaan, 31(1), 21–40. https://doi.org/10.46806/jep.v31i1.1108
Wibowo, D. T., & Achmad, N. (2025). Pengaruh Harga, Kualitas Pelayanan Dan Kepuasan pelanggan Konsumen Terhadap Loyalitas Pelanggan Hazel Salon Bridal Dan Spa. YUME : Journal Of Management, 8(1), 1393–1409.
Zahara, R. (2025). pengaruh kualitas layanan terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening. Lokawati : Jurnal Penelitian Manajemen Dan Inovasi Riset, 3(5), 356 368. https://doi.org/10.61132/lokawati.v3i5.2153.
License
Copyright (c) 2026 Abigail Zepanya Putri, Lelo Sintani, John Budiman Bancin, Ina Karuehni
This work is licensed under a Creative Commons Attribution 4.0 International License.
Downloads
How to Cite
