PENGARUH PERCEIVED PRICE FAIRNESS TERHADAP CUSTOMER RETENTION DENGAN LIFESTYLE SEBAGAI VARIABEL MODERASI PADA KLINIK KECANTIKAN RBEAUTY

Abstrak

This study aims to analyze the effect of Perceived Price Fairness on Customer Retention with Lifestyle as a moderating variable at the RBeauty Skincare Beauty Clinic. This study is motivated by the importance of retaining customers amidst increasingly fierce competition in the beauty industry, where the perception of price fairness and the suitability of services to customers' lifestyles are suspected to be factors that influence customer retention. The study uses a quantitative approach with a survey method through questionnaires distributed to 205 active RBeauty Skincare customers who meet the research criteria. The sampling technique uses purposive sampling. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that Perceived Price Fairness has a positive and significant effect on Customer Retention. In addition, Lifestyle is proven to moderate the relationship between Perceived Price Fairness and Customer Retention positively and significantly. These findings indicate that the higher a customer's perception of price fairness, the higher the customer retention rate, and this effect is stronger for customers with a strong beauty lifestyle. Therefore, a fair pricing strategy aligned with customers' lifestyles can be an effective way to increase customer retention in the beauty industry.