Pengaruh Antrian, Kualitas Pelayanan, dan Brand Image terhadap Kepuasan Pelanggan pada Klinik Kecantikan Ellis Estetika di Pondok Timur

Adila, Safitri (2025) Pengaruh Antrian, Kualitas Pelayanan, dan Brand Image terhadap Kepuasan Pelanggan pada Klinik Kecantikan Ellis Estetika di Pondok Timur. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

Along with the growth of the beauty industry, people's consumption patterns for treatment services have also increased. Consumers now not only demand effective treatment results, but also expect a comfortable, fast, professional service experience and a trustworthy brand image. This phenomenon encourages competition between beauty clinics that not only focus on treatment results, but also on the aspects of queues, service quality, and brand image that shape overall customer satisfaction. This study aims to determine the influence of Queue, Service Quality, and Brand Image on Customer Satisfaction at the Ellis Aesthetics Beauty Clinic in Pondok Timur. This study uses a quantitative approach with a purposive sampling method on 100 respondents who have used the service at least once, aged 15–65 years, and domiciled in Bekasi City. The results showed that the variables of Queue (sig. 0.031 < 0.05), Service Quality (sig. 0.000 < 0.05), and Brand Image (sig. 0.000 < 0.05) had a significant effect on Customer Satisfaction partially. Simultaneous tests (F tests) produce a sig value. 0.000 < 0.05, which means that the three variables together have a significant effect on Customer Satisfaction. This research is expected to be an input for the management of the Ellis Aesthetics Clinic in improving the effectiveness of the queue system, consistency of service quality, and strengthening brand image, as well as enriching the academic literature in the field of service marketing.

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