PENGARUH KUALITAS PELAYANAN, RELATIONSHIP MARKETING DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUASAN PELANGGAN KARNI SALON DI PULO BANDRING KISARAN - Yenny Ramadiah NST; Dian Wahyuni (JOURNAL OF SCIENCE AND SOCIAL RESEARCH, 2026)
Abstract: This study aims to determine the simultaneous and partial effects service quality, relationship marketing, and customer trust on customer satisfaction at Karni Salon in Pulo Bandring, Kisaran. This research uses a quantitative method with multiple linear regression analysis. The sample was determined using purposive sampling, consisting of 96 respondents. Validity and reliability tests were also conducted on the respondents as the research sample. The results of the multiple linear regression analysis are: Y = 1,386 + 0,223X1 + 0,376X2 + 0,592X3. The F-test results prove that H1 is accepted and H0 is rejected, indicating that service quality, relationship marketing, and customer trust simultaneously influence customer satisfaction with an Fcount (33.546) > Ftable (2.70). The t-test results prove that service partially influences customer satisfaction with a tcount (3.450) > ttable (1.985), relationship marketing influence customer satisfaction with a tcount (3.453) > ttable (1.985), and customer trust influence customer satisfaction with a tcount (6.339) > tcount (1.985). Based on the t-count values, customer trust variable is the most dominant factor influencing customer satisfaction. The R2 test results show an adjusted R-square value of 0.507, explaining that the influence of service quality, relationship marketing, and customer trust on customer satisfaction is 50.7%, while the remaining 49.3% is influenced by other factors not included in this study. Keywords: Service Quality, Relationship Marketing, Customer Trust, Customer Satisfaction.   Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial  kualitas pelayanan, relationship marketing dan kepercayaan konsumen terhadap kepuasan pelanggan Karni Salon di Pulo Bandring Kisaran. Jenis penelitian menggunakan metode penelitian kuantitatif, analisis data regresi linear berganda. Sampel ditentukan dengan metode purposive sampling sebanyak 96 responden. Uji validitas dan reliabilitas juga dilakukan terhadap responden sebagai sampel. Hasil analisis regresi linear berganda yaitu: Y = 1,386 + 0,223X1 + 0,376X2 + 0,592X3. Hasil uji F membuktikan bahwa H1 diterima dan H0 ditolak, yaitu secara simultan kualitas pelayanan, relationship marketing, dan kepercayaan konsumen terhadap kepuasan pelanggan dengan nilai Fhitung (33,546) > Ftabel (2,70). Hasil uji t membuktikan bahwa secara parsial kualitas pelayanan berpengaruh terhadap kepuasan pelanggan dengan nilai thitung (3,450) > ttabel (1,985), relationship marketing berpengaruh terhadap kepuasaan pelanggan dengan nilai thitung (3,453) > ttabel (1,985), dan kepercayaan konsumen berpengaruh terhadap kepuasan pelanggan dengan nilai thitung (6,339) > ttabel (1,985). Berdasarkan nilai thitung, variabel kepercayaan konsumen merupakan faktor yang paling dominan mempengaruhi kepuasan pelanggan. Hasil uji R2 membuktikan bahwa nilai adjusted R square yaitu 0,433, menjelaskan bahwa besarnya pengaruh yang dihasilkan  kualitas pelayanan, relationship marketing, dan kepercayaan konsumen terhadap kepuasan pelanggan 43,3%, kemudian 56,7% selebihnya dipengaruhi oleh beberapa faktor lainnya yang tidak termasuk pada penelitian ini. Kata Kunci: Kualitas Pelayanan, Relationship Marketing, Kepercayaan konsumen, Kepuasan Pelanggan