Pengaruh Kualitas Pelayanan, Harga dan Citra Merek terhadap Kepuasan Pelanggan pada Dr. Nora Skincare Kota Palembang

This study aims to determine the effect of service quality, price, and brand image on customer satisfaction at dr. Nora Skincare Palembang City. The method used is descriptive research with a quantitative approach, where data is collected through questionnaires with a population of dr. Nora Skincare customers. The research sample consisted of 218 respondents who had undergone treatment at least twice, selected using non-probability sampling techniques. Data analysis was carried out using multiple regression tests, t-tests, F-tests, and R Square. The results showed that service quality, price, and brand image had a positive and significant effect on customer satisfaction. The R Square value of 0.688 indicates that the three factors have an effect of 68.3% on customer satisfaction, with the remaining 31.7% influenced by other factors. The t-test results revealed that each variable, namely service quality (t = 4.972, p < 0.05), price (t = 5.639, p < 0.05), and brand image (t = 7.378, p < 0.05), had a significant effect on customer satisfaction. The F test also showed a significant effect simultaneously with an F count value of 156.973 (p < 0.05). Based on these findings, it is recommended that dr. Nora Skincare improve service quality, maintain competitive prices, and strengthen brand image to increase customer satisfaction. This study is expected to be a reference in developing strategies and further research in the same field. Keywords: Service Quality, Price, Brand Image, Customer Satisfaction