ANALISIS TINGKAT KEPUASAN KONSUMEN MEMILIH LAYANAN JASA SALON CREAMBATH DI MARTUBUNG

Abstrak

Layanan jasa creambath merupakan salah satu perawatan favorit di Sari Salon dan D5 Salon Martubung, namun pihak salon masih perlu mengidentifikasi aspek layanan yang harus ditingkatkan guna menjaga loyalitas dan kepuasan konsumen. Penelitian ini bertujuan untuk menganalisis tingkat kepuasan konsumen terhadap layanan creambath pada kedua salon tersebut. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan sampel 30 responden (15 responden persalon) yang dipilih melalui teknik purposive sampling pada bulan Juni 2026. Pengumpulan data dilakukan melalui kuesioner skala Likert (1–5) berbasis Google Form berdasarkan lima dimensi kualitas layanan: kebersihan, kualitas layanan, profesionalisme staf, ketepatan waktu, dan ketersediaan produk, kemudian dianalisis menggunakan persentase dan distribusi frekuensi. Hasil penelitian menunjukkan konsumen Sari Salon merasa "Sangat Puas" pada seluruh indikator, dengan capaian tertinggi pada kebersihan (81,3%) dan kualitas layanan (78,3%). Sebaliknya, D5 Salon mencatat tingkat kepuasan lebih rendah, terutama pada profesionalisme staf (46,63%) dan ketersediaan produk (49,95%). Secara keseluruhan, konsumen di kedua salon merasa puas, namun Sari Salon secara konsisten unggul di semua aspek. Disarankan bagi D5 Salon untuk fokus meningkatkan pelatihan profesionalisme staf dan manajemen ketepatan waktu pelayanan.

Creambath services are among the most popular treatments at Sari Salon and D5 Salon in Martubung; however, the salons still need to identify which service aspects require improvement to maintain customer loyalty and satisfaction. This study aims to analyze customer satisfaction levels regarding creambath services at both salons. A quantitative descriptive method was employed with a sample of 30 respondents (15 respondents per salon) selected via purposive sampling in June 2026. Data were collected using a Google Forms-based 5-point Likert scale questionnaire evaluating five service quality dimensions: cleanliness, service quality, staff professionalism, timeliness, and product availability, which were then analyzed using percentage and frequency distribution techniques. The results indicate that Sari Salon customers were "Very Satisfied" across all indicators, achieving the highest scores in cleanliness (81.3%) and service quality (78.3%). Conversely, D5 Salon recorded lower satisfaction levels, particularly in staff professionalism (46.63%) and product availability (49.95%). Overall, customers at both salons expressed satisfaction, though Sari Salon consistently outperformed D5 Salon across all dimensions. It is recommended that D5 Salon focus on enhancing staff professionalism training and service timeliness management.