The Influence of Perceived Enjoyment and Price on Consumer Loyalty at Neat Barber Bandar Lampung

Muhammad Destian Arif; Dwi Asri Siti Ambarwati

doi:10.63922/ijebir.v4i04.1948

Muhammad Destian Arif University of Lampung
Dwi Asri Siti Ambarwati University of Lampung

DOI: https://doi.org/10.63922/ijebir.v4i04.1948

Keywords: Perceived Enjoyment, Price, Consumer Loyalty, Barber Shop

Abstract

This phenomenon occurs in Bandar Lampung City, where the growth of barbershops has shown a significant increase. The number of barbershops that have sprung up in this city is proof that the fashion and beauty industry is growing, and is increasingly in demand by people of various ages. This phenomenon also indicates the quality of service provided to get consumer interest. This study aims to determine perceived enjoyment and price on consumer loyalty at neat barber shop Bandar Lampung. This research is a quantitative study using the multiple regression data analysis approach method. The results showed. The Perceived Enjoyment variable (X1) has a significant positive effect on consumer loyalty with a significance result (Sig.) of 0.005 <0.05 with a tcount value of 2.864> 1.979 t table so that H1 is accepted. The price variable (X2) shows that it does not have a significant effect on consumer loyalty, with a significance value of 0.735> 0.05 with a tcount value of 0.340 < 1.979 t table, it can be concluded that Price (X2) is rejected, which means that Price (X2) has no influence on consumer loyalty at Neat Barber Bandar Lampung.

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