PENGARUH KUALITAS LAYANAN DAN LOKASI TERHADAP LOYALITAS PELANGGAN DIKEW BARBERSHOP DI KECAMATAN NATAR

Abstrak

This study aims to determine the influence of service quality and location on customer loyalty at Dikew Barbershop in Natar District. Service quality and location are two key factors believed to contribute to customer loyalty and their willingness to return for barbershop services. This research employs a qualitative method through interviews and direct observation of customers and barbershop managers. The findings reveal that service quality-such as the friendliness of the barbers, neat haircut results, and a comfortable atmosphere-makes customers feel satisfied and inclined to return. A strategic location that is easily accessible and situated in a safe environment also plays a significant role in shaping customer loyalty. These two factors complement each other and jointly influence customers’ decisions to remain loyal to Dikew Barbershop.