Analisis Pengaruh Pelayanan Prima Terhadap Kepuasan Pelanggan Pada Retro Barbershop(Sudi Kasus Masyarakat Bengkalis)

This study aims to analyze respondents’ perceptions of excellent service, analyze respondents’ perceptions of customer satisfaction, and analyze the effect of excellent service on customer satisfaction at Retro Barbershop in Bengkalis Regency. This study used a quantitative method with an associative approach. The population consisted of people in Bengkalis Regency who had used the services of Retro Barbershop. The sampling technique used was non-probability sampling with a purposive sampling method. The sample consisted of 100 respondents. Data were collected through questionnaires, interviews, observations, andliterature reviews, and were analyzed using validity tests, reliability tests, correlation analysis, simple linear regression analysis, t-test, and coefficient of determination with the assistance of SPSS. The results showed that excellent service and customer satisfaction were in the very high category, with average scores of 4.54 and
4.55, respectively. The results of the simple linearregression analysis indicated that excellent service had a positive and significant effect on customer satisfaction, as shown by a significance value of 0.000 < 0.05 and a t-count value of 8.682 > t-table value of 1.984. The coefficient of determination (R²) was 0.435, indicating that excellent service contributed 43.5% to customer
satisfaction, while the remaining 56.5% was influenced by other factors outside the scope of this study. Therefore, the better the excellent service provided, the higher the level of customer satisfaction at Retro Barbershop.