Managerial Skills And Service Performance: Empirical Evidence From Cosmetics Stores In Karawang

This study aims to analyze the influence of managerial competence on service performance at cosmetic stores in Karawang Regency. This study employs a quantitative method with a descriptive-verificative approach. Data collection was conducted by distributing a questionnaire using a Likert scale to 135 respondents consisting of owners or managers of cosmetic stores in Karawang Regency. The managerial competence variable was measured through the aspects of technical skills, human skills, and conceptual skills, while the service performance variable was measured using the SERVQUAL dimensions, which include tangibles, reliability, responsiveness, assurance, and empathy. The data analysis techniques used included validity tests, reliability tests, descriptive analysis, classical assumption tests, simple linear regression, t-tests, F-tests, and the coefficient of determination using SPSS version 27. The results of the study indicate that managerial competence has a positive and significant effect on service performance. This is evidenced by a correlation coefficient of 0.489 with a significance level of 0.000. Additionally, the coefficient of determination indicates that managerial competence accounts for 23.9% of the variance in service performance, while the remaining 76.1% influenced by other factors outside the scope of this study. Thus, the better the managerial skills of the owner or manager of a cosmetics store, the better the quality of service provided to customers.

Keywords: managerial ability; service performance; SERVQUAL; cosmetic retail; Karawang