The findings offer valuable insights for salon owners and service-based businesses operating in increasingly competitive markets. As consumers become more selective and experience-oriented, understanding what drives customer satisfaction has become a critical business priority.
Growing Competition in the Beauty Service Industry
The beauty and personal care sector has experienced significant growth in recent years, driven by rising public awareness of personal appearance, wellness, and self-care. Consumers now evaluate businesses not only based on the final results of a service but also on the overall experience they receive throughout the customer journey.
In Pontianak, this trend has contributed to rapid growth in the beauty service sector. According to local business registration data, hundreds of beauty-related businesses operate across the city, creating intense competition among salon operators seeking to attract and retain customers.
One of these businesses is Sita Official Salon, established in 2015 in Pontianak. The salon offers a variety of hair, facial, and body treatment services and has experienced steady revenue growth over recent years. Company records show revenue increased from approximately IDR 439.7 million in 2022 to IDR 683.3 million in 2024, reflecting growing customer demand and business expansion.
Against this backdrop, the researchers examined the factors that most strongly influence customer satisfaction in the salon industry.
Surveying Salon Customers
The study used a quantitative research design and involved 100 customers of Sita Official Salon in Pontianak.
Participants were selected based on specific criteria. All respondents were at least 18 years old and had used the salon’s services on more than one occasion. Researchers collected data through customer questionnaires and combined these responses with supporting business information and industry data.
The analysis focused on three key factors:
- Business location
- Promotional activities
- Service quality
These factors were then compared against customer satisfaction levels to determine their relative influence.
Service Quality Leads the Way
The study found that all three variables—location, promotion, and service quality—have a positive and statistically significant effect on customer satisfaction.
However, service quality emerged as the most influential factor.
Key findings include:
- Service quality showed the strongest effect on customer satisfaction.
- Location accessibility positively influenced customer experiences.
- Promotional activities also contributed to higher customer satisfaction.
- Together, the three factors explained 58.1% of customer satisfaction levels.
- The overall relationship between these variables and customer satisfaction was classified as strong, with a correlation coefficient of 0.762.
According to the analysis, improvements in service quality produced the greatest increase in customer satisfaction compared with improvements in location or promotion.
The findings suggest that customers place significant value on professional service, employee responsiveness, friendliness, reliability, and a comfortable salon environment.
Why Service Quality Matters Most
In service-based industries, customer experiences are created through direct interactions between employees and clients. The research indicates that these interactions play a larger role in shaping satisfaction than external marketing efforts alone.
Customers are more likely to feel satisfied when staff members are attentive, responsive, knowledgeable, and capable of delivering services consistently. Physical aspects of the service environment, such as cleanliness and comfort, also contribute to positive perceptions.
As Huriyah Salsabila and Samsuddin explain in their findings, customer satisfaction increases when businesses successfully combine reliability, responsiveness, assurance, empathy, and tangible service quality elements into a seamless customer experience.
The study also confirms findings from previous research in Indonesia that identified service quality as a major determinant of customer satisfaction across various service industries.
Location and Promotion Still Matter
Although service quality was the strongest factor, the study emphasizes that location and promotion remain important contributors to customer satisfaction.
A strategically located salon provides easier access, reduces travel inconvenience, and improves the overall customer experience. Customers are more likely to visit businesses that are easy to find and conveniently located.
Meanwhile, effective promotional activities help consumers understand available services and special offers. Promotions serve not only as marketing tools but also as information channels that shape customer expectations before a service is delivered.
The research found that businesses achieve the best results when location, promotion, and service quality are managed together rather than separately.
Implications for Business Owners
The findings have practical implications for salon operators and other service-sector businesses.
First, investing in employee training and customer service development may generate greater returns than focusing solely on advertising campaigns. Businesses that consistently deliver high-quality service experiences are more likely to retain customers and generate positive word-of-mouth recommendations.
Second, promotional strategies should focus on providing clear and engaging information about available services. Effective communication can strengthen customer trust and encourage repeat visits.
Third, maintaining a convenient and accessible business location remains important for attracting new customers and enhancing customer convenience.
For policymakers and industry stakeholders, the study highlights the importance of service quality standards in supporting the growth and competitiveness of small and medium-sized service businesses.
Ultimately, customer satisfaction is not created by a single factor. It results from the integration of excellent service delivery, effective communication, and customer-friendly business operations.
Author Profile
Huriyah Salsabila is a researcher from the Faculty of Economics and Business, Universitas Muhammadiyah Pontianak. Her academic interests include marketing management, consumer behavior, customer satisfaction, and service business development.
Samsuddin is a lecturer at the Faculty of Economics and Business, Universitas Muhammadiyah Pontianak. His expertise includes marketing management, customer satisfaction analysis, business strategy, and service industry development.
Source
Article Title: The Effect of Location, Promotion, and Service Quality on Customer Satisfaction at Sita Official Salon in Pontianak
Authors: Huriyah Salsabila and Samsuddin
Affiliation: Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Indonesia
Journal: Asian Journal of Applied Business and Management (AJABM)
Volume and Issue: Volume 5, Issue 2
Year: 2026
Pages: 609–624
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