EVALUASI KUALITAS SALON NAIL ART DI JEPARA(Studi Kasus di Ilona Beauty Bar Nail Art)

Abstract

This study aims to evaluate the service quality of Ilona Beauty Bar Nail Art in Jepara based on customer perceptions. The research was motivated by the growing trend of nail art businesses that require high service standards to maintain customer satisfaction and loyalty. The study employed a quantitative descriptive approach using the SERVQUAL model, which includes five main dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Data were collected through questionnaires distributed to 100 respondents selected using purposive sampling. The data were analyzed using descriptive statistical techniques by calculating mean scores and percentages.

The results show that the overall service quality of Ilona Beauty Bar Nail Art is categorized as high, with an average score of 80.5%. The booking & payment convenience dimension achieved the highest score (83.0%), while assurance obtained the lowest (79.2%). This indicates that the salon has provided good-quality service but still needs improvement in assurance and transparency of sanitation procedures. The findings are expected to provide practical insights for salon management and serve as a reference for future research in the beauty service industry.