Digital Marketing, Price Perception, and Service Quality as Determinants of Customer Loyalty: Evidence From Devasa Studio Salon in Denpasar

Hermyanti Hermyanti; Ni Putu Nita Anggraini; Ni Wayan Eka Mitariani

doi:10.36733/emas.v7i6.14339

Authors

Hermyanti Hermyanti Universitas Mahasaraswati Denpasar, Indonesia
Ni Putu Nita Anggraini Universitas Mahasaraswati Denpasar, Indonesia
Ni Wayan Eka Mitariani Universitas Mahasaraswati Denpasar, Indonesia

DOI:

https://doi.org/10.36733/emas.v7i6.14339

Keywords:

digital marketing, price perception, service quality, customer loyalty

Abstract

Advances in digital technology and increasing competition in the beauty services industry require salons to optimize their marketing strategies to build customer loyalty. This study aims to analyze the influence of digital marketing, price perception, and service quality on customer loyalty at Salon Devasa Studio Denpasar. This study aims to determine the influence of digital marketing, price perception, and service quality on customer loyalty. The research method used is quantitative. The population consists of Salon Devasa Studio customers, with a sample size of 105 people. Data analysis techniques included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, multiple correlation analysis, the coefficient of determination, the F-test, and the t-test. The results indicate that digital marketing, price perception, and service quality each have a positive and significant influence on customer loyalty. The researcher’s recommendation is that Salon Devasa Studio should create more engaging posts about customer experiences or attractive offers, establish pricing policies that better align with treatment outcomes, and consistently monitor employees to ensure they provide services as promised, striving to consistently deliver high-quality service at competitive prices.

References

Abdullah, J., Nuryanto, U. W., Cakranegara, P. A., Fibriany, F. W., & Putra, I. G. N. A. D. (2022). Analysis of the influence of digital marketing and product quality on customer loyalty. Quantitative Economics and Management Studies, 3(6), 842–851. https://doi.org/10.35877/454ri.qems1126

Abrar, M. F., & Lestari, I. (2025). Pengaruh kualitas pelayanan dan citra merek terhadap loyalitas pelanggan pada Mie Aceh Titi Bobrok Cabang Diski. Jurnal Bisnis Mahasiswa, 5(2), 1016–1028. https://doi.org/10.60036/jbm.604

Aliftian Nantigiri, M. H., Handayani, S., & Veronica, V. (2021). Pengaruh brand image, harga, dan ketepatan waktu pengiriman terhadap keputusan pembelian pada jasa pengiriman J&T Express Cabang Bekasi Tahun 2021. Jurnal Manajemen Bisnis Transportasi dan Logistik, 7(2), 181–192. https://doi.org/10.54324/j.mbtl.v7i2.660

Alwidawi, M. K. A., & Khemakhem, R. (2024). The role of corporate digital marketing in customer loyalty: A survey study on customers of the Iraqi cellular communications sector. Journal of Ecohumanism, 3(8), 1229–1237. https://doi.org/10.62754/joe.v3i8.4806

Andila, N., & Hayu, R. S. (2023). Kualitas produk dan digital marketing terhadap loyalitas pelanggan melalui kepuasan pelanggan pada pengguna Tokopedia. Revitalisasi, 12(2), 311–[halaman akhir tidak tersedia]. https://doi.org/10.32503/revitalisasi.v12i2.4524

Ariyanti, M. D., & Wantara, P. (2025). Pengaruh digital marketing, persepsi harga, kualitas pelayanan terhadap kepuasan pelanggan dalam pembelian online pada Belia Cosmetic Store (Studi pada mahasiswi Universitas Trunojoyo Madura). Jurnal Kajian Ilmu Manajemen (JKIM), 4(3), 368–378. https://doi.org/10.21107/jkim.v4i3.26807

Artik, E., & Duygun, A. (2022). The effect of price perception on customer loyalty in airline cargo transportation. Journal of Aviation, 6(2), 126–134. https://doi.org/10.30518/jav.1056998

Aryani, M. (2021). Analisis digital marketing pada Hotel Kila di Kabupaten Lombok Barat terhadap kepuasan konsumen. Jurnal Visionary: Penelitian dan Pengembangan di Bidang Administrasi Pendidikan, 6(1), 22–[halaman akhir tidak tersedia]. https://doi.org/10.33394/vis.v6i1.4085

Asnawi, M. H. W., & Supriyadi, S. G. (2022). Pengaruh keberagaman produk dan persepsi harga terhadap keputusan pembelian sepeda ontel di Toko Agung Jombang. Efektor, 9(1), 58–65. https://doi.org/10.29407/e.v9i1.16925

Bela Putri, A., Sefnedi, & Febrina Harahap, E. (2024). The effect of digital marketing and price on customer loyalty: The role of customer satisfaction as a mediator. IRJEMS International Research Journal of Economics and Management Studies, 3(4), 207–215. https://doi.org/10.56472/25835238/IRJEMS-V3I4P127

Bunga Pertiwi, A., Ali, H., & Franciscus Dwikotjo Sri Sumantyo. (2022). Pengaruh persepsi harga dan kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan pada e-commerce Shopee. Jurnal Ilmu Multidisplin, 1(2), 537–553. https://doi.org/10.38035/jim.v1i2.63

Istiyawari, L., Hanif, M. R., & Nuswantoro, A. (2021). Pengaruh kualitas pelayanan, persepsi harga, dan kepuasan pelanggan terhadap loyalitas pelanggan. Solusi, 19(3), 329–339. https://doi.org/10.26623/slsi.v19i3.4053

Kurniawan, E., Fitriani, N., Rahadian, M. I., Handaru, A. W., & Nikensari, S. I. (2023). The role of digital marketing, customer satisfaction, and customer trust in maintaining millennial customer loyalty: Case study on the Tokopedia Indonesia marketplace. International Journal of Research in Commerce and Management Studies, 5(6), 113–123. https://doi.org/10.38193/ijrcms.2023.5609

Margareta Evy da Silva. (2021). Quality of service and price perception affect customer loyalty with consumer satisfaction as a mediation variables. Journal of Applied Management and Business (JAMB), 1(2), 25–31. https://doi.org/10.37802/jamb.v1i2.144

Muhammad, B., Simon, Z. Z., & Suryono, D. W. (2024). Building customer loyalty: The impact of price perception and service quality mediated by customer satisfaction. Research of Business and Management, 2(2), 97–107. https://doi.org/10.58777/rbm.v2i2.285

Nurma Halika, & Kiran Kharisma. (2024). Study of the effects of service quality variables on customer satisfaction and loyalty. Journal of Social Science and Business Studies, 2(2), 186–190. https://doi.org/10.61487/jssbs.v2i2.57

Putri, N. K. I. N., Agung, A. P., & Anggraini, N. P. N. (2021). Pengaruh kualitas pelayanan, kepuasan pelanggan, citra perusahaan terhadap loyalitas pelanggan pada PT. Suar Nusa Jaya Tour. Jurnal EMAS, 2(2), 353–363.

Putri, N. S., & Arif Muanas. (2025). Pengaruh digital marketing, customer relationship management, dan kualitas pelayanan terhadap loyalitas pelanggan di Pasar BTC Surakarta. Paradoks: Jurnal Ilmu Ekonomi, 8(3), 764–774. https://doi.org/10.57178/paradoks.v8i3.1352

Riska Anggraini, D. W. H., & Endang Muryani. (2024). The influence of service quality and facilities on consumer satisfaction. Journal of Economy, Accounting and Management Science (JEAMS), 5(2), 102–114. https://doi.org/10.55173/jeams.v5i2.60

Riyanto, J., Septian, M., & Cahya, D. (2023). Pengaruh Desain Kemasan, Citra Merek Dan Persepsi Harga Terhadap Minat Beli Konsumen (Studi Pada Konsumen Le Minerale Di Kota Semarang). Jmb : Jurnal Manajemen Dan Bisni, 7, 1–11.

Rochmah, N. W., & Muzdalifah, L. (2024). Pengaruh product quality and price perception terhadap customer loyalty dimediasi oleh customer satisfaction (studi kasus di toko online persewaan alat-alat grill). PERFORMANCE: Jurnal Bisnis & Akuntansi, 14(1), 330–343. https://doi.org/10.24929/feb.v14i1.3314

Sagita, G., & Raphael Wijaya, Z. (2022). Penerapan digital marketing sebagai strategi pemasaran Bakmi Tando 07. Jurnal Ekonomi, Bisnis dan Manajemen, 1(3), 24–31. https://doi.org/10.58192/ebismen.v1i3.37

Septian Trisyananda, & Irmawati. (2023). Pengaruh digital marketing dan kualitas pelayanan terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan. JEBDEKER: Jurnal Ekonomi, Manajemen, Akuntansi, Bisnis Digital, Ekonomi Kreatif, 3(2), 216–230. https://doi.org/10.56456/jebdeker.v3i2.182

Shrestha, P. M. (2021). Impact of service quality on customer satisfaction and loyalty. Management Dynamics, 24(2), 71–80. https://doi.org/10.3126/md.v24i2.50041

Suharyono, S., & Widiyanto, H. (2021). Analysis product, price, service, and digital marketing on customer satisfaction and its impact on customer loyalty PT Control Systems – Emerson Micromotion Flowmeter. Focus, 2(1), 27–37. https://doi.org/10.37010/fcs.v2i1.292

Tarigan, E., Fauzi, F., Ricy, M., Wandhira, E., & Nofirda, F. (2023). Digital marketing, brand image and customer loyalty at Kopi Kenangan in Pekanbaru. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 657–668. https://doi.org/10.37641/jimkes.v11i3.2159

Taufik, A., Santoso, S., Fahmi, M. I., Restuanto, F., & Yamin, S. (2022). The role of service and product quality on customer loyalty. Journal of Consumer Sciences, 7(1), 68–82. https://doi.org/10.29244/jcs.7.1.68-82

Tri Wahjoedi, W., Harjanti, W., & Sri Rahayu. (2022). Product quality and price perception on customer loyalty mediated by customer satisfaction. World Journal of Advanced Research and Reviews, 14(2), 14–21. https://doi.org/10.30574/wjarr.2022.14.2.0486

Wulandari, S. (2021). Pengaruh digital marketing dan customer relationship marketing terhadap loyalitas konsumen The Bali Florist. Jurnal EMAS, 2(2), 185–194.

Yuliasari, I., Karno, K., & Syaiful, S. (2023). The influence of price perceptions and brand image of MSME products on consumer loyalty. Journal Research of Social Science, Economics, and Management, 2(11), 2743–2751. https://doi.org/10.59141/jrssem.v2i11.470

Zahroh, H., & Albari, A. (2024). The influence of price perception, location, and service quality at Indomaret Madura Pamekasan on customer loyalty through satisfaction as a mediating variable. Jurnal Indonesia Sosial Teknologi, 5(4), 1485–1507.