Pengaruh Kualitas Pelayanan Dan Bauran Pemasaran Terhadap Kepuasan Konsumen Pada Elmy Beauty Studio

The scope of this study aims to determine the effect of service quality (X1) and marketing mix (X2) on customer satisfaction (Y). This type of
research is quantitative causal research, which aims to describe the influence of independent variables on the dependent variable. The data used are
primary and secondary data, and a questionnaire was sent to respondents. Meanwhile, the testing tool used in this study was a research instrument
test that included validity and reliability tests, and classical assumption tests that included normality tests, multicollinearity tests, and heteroscedasticity
tests. The analytical method used was multiple linear regression analysis. The results of this study indicate an effect, with the t-value for the service
quality variable (X1) being t-value (5.773) > t-table (1.661) at α = 0.05. Therefore, Ha is accepted and H0 is rejected, meaning that the service
quality variable (X1) has an effect on customer satisfaction (Y). For the marketing mix variable (X2), the calculated t (1.362) is greater than the
calculated t (1.661) at α=0.05. Therefore, Ha is accepted and H0 is rejected, meaning that the marketing mix variable (X2) in fluences customer
satisfaction. Meanwhile, the calculated F value is 50.785, which is greater than the F value of 309. This means that all independent variables X1
and the marketing mix X2 can explain the customer satisfaction variable Y. In other words, the service quality variables (X1) and the marketing
mix (X2) jointly influence the customer satisfaction variable (Y) at a confidence level of 52.2%.

Keywords: Service Quality, Marketing Mix, Customer Satisfaction