Pengaruh Kualitas Layanan, Harga dan Konformitas Teman Sebaya Terhadap Repurchase Intention Pada Barbershop di Kota Ruteng
Keywords:
Barbershop, Peer Conformity, Price, Repurchase Intention, Service QualityAbstract
This study aims to examine the influence of service quality, price, and peer conformity on repurchase intention at a barbershop in Ruteng City. The sample in this study were barbershop customers who had used the shop's services more than once. The research method used was quantitative, and the sampling method used was convenience sampling. Data were collected through questionnaires distributed t0 100 respondents who were barbershop customers, and analyzed using the statistical test tool SPSS 27. The results showed that service quality had a positive effect on repurchase intention. Price had a positive effect on repurchase intention. Peer conformity had a positive effect on repurchase intention. Service quality, price, and peer conformity simultaneously influenced repurchase intention. These findings indicate that improving service quality, appropriate prices, and peer conformity can encourage the intention to reuse barbershop services.
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