<![CDATA[Purpose – This study investigates the influence of social media marketing, service quality, and price perception on customer loyalty at Nails By Faa Beauty Studio in Malang City. Design/methodology/approach – This research uses a quantitative explanatory design with hypothesis testing to examine causal relationships among variables. A total of 95 respondents were selected using purposive sampling, consisting of customers who had received treatments more than once and had interacted with the studio’s social media. Data were collected using a Likert-scale questionnaire and analyzed through validity and reliability tests, classical assumption tests, and multiple linear regression analysis. Findings – The results show that social media marketing and service quality have a positive and significant effect on customer loyalty. In contrast, price perception does not have a significant effect on customer loyalty. Originality/value – This study highlights that customer loyalty in beauty service industries is more strongly influenced by experiential and emotional factors, particularly social media engagement and service quality, rather than price considerations.]]>
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