The Effect of Marketing Experience and Perceived Value on Customer Loyalty Colony Barbershop

This study is motivated by the importance of establishing Customer Loyalty in the service industry, particularly in the increasingly competitive barbershop sector. One approach that can be implemented is strengthening Marketing Experience and enhancing customers' Perceived Value. This study aims to analyze the effect of Marketing Experience on Perceived Value and its implications for Customer Loyalty, as well as to examine the role of Perceived Value as an intervening variable among customers of Colony Barbershop. This research employs a quantitative approach using a survey method and adopts the Stimulus-Organism-Response (S-O-R) model, where Marketing Experience acts as the stimulus, Perceived Value as the organism, and Customer Loyalty as the response. Data were collected through questionnaires distributed to 187 active customers using purposive sampling. The data analysis techniques include simple linear regression, multiple linear regression, path analysis, and the Sobel test. The results indicate that Marketing Experience has a positive and significant effect on Perceived Value, although its contribution is relatively low. Furthermore, both Marketing Experience and Perceived Value have a positive and significant effect on Customer Loyalty, with Perceived Value being the more dominant variable. The mediation test results reveal that Perceived Value significantly mediates the relationship between Marketing Experience and Customer Loyalty, with a partial mediation effect. The limitation of this study lies in its focus on a single barbershop, which restricts the generalizability of the findings. Therefore, future research is recommended to expand the research scope and incorporate additional variables such as customer satisfaction or customer trust to enrich the research model.