THE EFFECT OF SERVICE QUALITY, PROMOTION, AND PRICING ON CUSTOMER RETENTION (CASE STUDY AT JOHNNY ANDREAN SALON MANADO TOWN SQUARE)

Abstract

ABSTRACT

Johnny Andrean is one of the famous salon that has been known for its quality in hairdressing and various needs of costumer who wants to change their style. It also show the quality of service they provide at a price that fits the costumer needs and wants. The salon business is still able to survive because of the modernization era of beauty is a secondary requirement that will approach basic needs The study aims to find out service quality, promotion strategy, and pricing on customer retention in Johnny Andrean Salon Manado Town Square. This research used quantitative method. The analytical method was used multiple linear regression analysis. The samples taken are 100 respondents. This research findings a significant effect of service quality, promotion, and pricing on customer rention simultaneously. However, partially the effect of service quality and promotion strategy on customer retention is not signifacnt. So, the Johnny Andrean should give more itention of the service quality and promotion strategy.

Keywords: Service Quality, Promotion Strategy, Pricing, Customer Retention