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All Journal TOFEDU: The Future of Education Journal
Boruk, Silvester Ade
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Education Languange, Linguistic, Communication & Media Mathematics Other

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The Influence of Service Quality, Promotion, Store Atmosphere, and Subjective Norms on Customer Loyalty Boruk, Silvester Ade; Sugiyanto, Sugiyanto
The Future of Education Journal Vol 5 No 2 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v5i2.1769

Abstract

The increasing competition in the barbershop business requires every business owner to maintain customer loyalty by improving service quality, implementing effective promotion strategies, creating a comfortable store atmosphere, and considering social influences. This study aims to analyze the influence of service quality, promotion, store atmosphere, and subjective norms on customer loyalty at Barbershop D1 in South Tangerang. Methodology: This research employed a quantitative approach, using questionnaires distributed to 100 respondents who are customers of Barbershop D1 and residents of the South Tangerang area. The data were analyzed using multiple linear regression analysis to test the partial and simultaneous effects between variables. Findings: The results indicate that service quality, promotion, store atmosphere, and subjective norms have a positive and significant effect on customer loyalty, both partially and simultaneously. This implies that better service quality, more effective promotions, a more comfortable store atmosphere, and stronger social influence lead to higher customer loyalty toward Barbershop D1, South Tangerang.
Co-Authors Sugiyanto -