The Influence of Servicescape and Service Quality on Customer Loyalty at Pangkas Rambut Nugroho Bandar Lampung with Customer Satisfaction as a Mediating Variable

The service industry in Indonesia, particularly in the grooming and self-care sector, has shown rapid growth, with barbershops becoming increasingly popular among the public, especially among younger generations. Pangkas Rambut Nugroho, which was established in 2000 and has five outlets in Bandar Lampung, is an example of a business that successfully attracts customers by combining quality service and comfort. This study aims to analyze the influence of servicescape and service quality on customer loyalty at Pangkas Rambut Nugroho, with customer satisfaction as a mediating variable. The study uses a quantitative approach with Structural Equation Modeling (SEM) to analyze the relationships between variables. Data were collected through questionnaires distributed to 200 randomly selected customers from the five Pangkas Rambut Nugroho outlets in Bandar Lampung. The results show that servicescape, including interior design and room atmosphere, as well as service quality, including timeliness and staff friendliness, have a significant positive effect on customer satisfaction. Furthermore, customer satisfaction serves as a mediator connecting servicescape and service quality with customer loyalty. Based on these findings, it is recommended that the management of Pangkas Rambut Nugroho regularly update interior design and improve room comfort, as well as provide training for staff to enhance service quality. This research contributes to service management in the barbershop industry and can be used as a reference to improve service quality and customer loyalty. Future research is recommended to compare similar businesses in other regions to gain a broader understanding of effective strategies in building customer loyalty.