Research Article
The Influence of Customer Relationship Management, Price, and Brand Image on Customer Satisfaction at Joe's Barbershop
@INPROCEEDINGS{10.4108/eai.3-10-2024.2358785, author={Naugi Avrilio and Muhammad Arham}, title={The Influence of Customer Relationship Management, Price, and Brand Image on Customer Satisfaction at Joe's Barbershop}, proceedings={Proceedings of the 3rd International Conference on Contemporary Risk Studies, ICONIC-RS 2024, 3 October 2024, Surakarta, Indonesia}, publisher={EAI}, proceedings_a={ICONIC-RS}, year={2025}, month={9}, keywords={crm price brand image customer satisfaction}, doi={10.4108/eai.3-10-2024.2358785} }- Naugi Avrilio
Muhammad Arham
Year: 2025
The Influence of Customer Relationship Management, Price, and Brand Image on Customer Satisfaction at Joe's Barbershop
ICONIC-RS
EAI
DOI: 10.4108/eai.3-10-2024.2358785
Abstract
This research is motivated by the development of the barbershop business in Indonesia, therefore barbershop businesses like Joe's Barbershop need to carry out good customer relationship management, the right pricing strategy, and create an image for the barbershop brand. The purpose of this research is to examine: the influence of Customer Relationship Management, price, and Brand Image on Customer Satisfaction. The method used in this research is a quantitative method. The sample used in this research was 103 samples with consumer criteria, namely barbershop customers and also those who have used barbershop services who live in Indonesia. Research sampling used a questionnaire. The data analysis used in this research is descriptive analysis, classical assumption test, multiple linear regression test, research instrument test, hypothesis test using SPSS software. The results of this research are: 1) CRM has a significant effect on Customer Satisfaction. 2) Price directly affects customer satisfaction. 3) Brand Image has a significant effect on Customer Satisfaction. 4) CRM, Price, and Brand Image simultaneously have a significant effect on Customer Satisfaction with a determination coefficient of 72.5%.
