KATARINA, LYDIA (2025) PSYCHOLOGICAL CONTRACTS ON CUSTOMER PERCEPTIONS AND ITS INFLUENCE ON CUSTOMER SATISFACTION AT LYDIA BEAUTY SALON. Thesis thesis, Universitas BPD.
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1. DAFTAR PUSTAKA-TESIS-LYDIA KATARINA.pdf Download (106kB) |
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2. BAB 1-BAB 3-LYDIA KATARINA-TESIS.pdf Download (264kB) |
Abstract
This study aims to examine the influence of transactional and relational psychological contracts on customer perception and satisfaction at Lydia Beauty Salon Semarang. Grounded in Psychological Contract Theory (Rousseau, 1998) and Social Exchange Theory (Blau, 1964), a quantitative method with Partial Least Squares–Structural Equation Modeling (PLS-SEM) was applied. Data were collected from 100 female respondents aged 17–45 who had at least two treatments between April and September 2024. The findings reveal that both transactional and relational psychological contracts significantly affect customer perception. Relational contracts are the dominant factor influencing satisfaction, while transactional contracts mainly shape basic perceptions. Customer perception was not significant in explaining satisfaction or mediating the effect of psychological contracts. Thus, relational aspects are confirmed as the key determinant of customer satisfaction in beauty services.
| Item Type: | Thesis (Thesis) |
|---|---|
| Additional Information: | Penelitian ini bertujuan menguji pengaruh kontrak psikologis transaksional dan relasional terhadap persepsi dan kepuasan pelanggan di Lydia Beauty Salon Semarang. Dengan landasan Psychological Contract Theory (Rousseau, 1998) dan Social Exchange Theory (Blau, 1964), penelitian menggunakan metode kuantitatif dengan teknik Partial Least Squares–Structural Equation Modeling (PLS-SEM). Data diperoleh dari 100 responden perempuan berusia 17–45 tahun yang telah melakukan treatment minimal dua kali pada April–September 2024. Hasil penelitian menunjukkan bahwa kontrak psikologis transaksional dan relasional berpengaruh signifikan terhadap persepsi pelanggan. Kontrak relasional menjadi faktor dominan yang memengaruhi kepuasan, sedangkan kontrak transaksional lebih berperan membentuk persepsi dasar. Sementara itu, persepsi pelanggan tidak terbukti berpengaruh signifikan terhadap kepuasan maupun memediasi hubungan kontrak psikologis dengan kepuasan. Dengan demikian, aspek relasional dipastikan sebagai faktor utama peningkatan kepuasan pelanggan pada jasa kecantikan. |
| Uncontrolled Keywords: | psychological contract, customer perception, customer satisfaction, Lydia Beauty Salon |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > HF5601 Accounting |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 21 Oct 2025 07:38 |
| Last Modified: | 21 Oct 2025 07:38 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2979 |
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