The Effect of Service Quality and Price on Customer Satisfaction at Clarice Beauty Clinic in Jombang City

This study aims to analyze the effect of service quality and price on
customer satisfaction at Clarice Beauty Clinic in Jombang City. The research
method used is a quantitative method with a survey approach. Data were collected
through questionnaires distributed to 100 randomly selected Clarice Beauty Clinic
customers. The independent variables in this study are service quality and price,
while the dependent variable is customer satisfaction. Data analysis was carried
out using multiple linear regression.
The results showed that service quality and price have a positive and
significant influence on customer satisfaction. Service quality has a more
dominant influence than price on customer satisfaction. This shows that customers
value good service quality even though the price offered is relatively high. Based
on these findings, Clarice Beauty Clinic is advised to continue to improve service
quality and consider competitive pricing to increase customer satisfaction.
Keywords: Service Quality, Price, Beauty Clinic, Jombang