Keywords
How to Cite
- Abstract 812
- PDF 439
Share
Abstract
This research investigates the influence of marketing strategy and service quality on customer satisfaction among massage chair service users at PT Nusantara Sehat-Perfect Relax at Depati Amir Airport, Pangkalpinang City. The study employed a nonprobability sampling method using the incidental sampling approach, and the data analysis involved validity and reliability tests, classic assumption tests, multiple linear regression analysis, t-test, F-test, and R-squared test with SPSS version 24. The results of the descriptive analysis revealed moderate mean values for marketing strategy (3.37), service quality (3.35), and consumer satisfaction (3.34). The research found that marketing strategy (X1) and service quality (X2) positively and significantly affected customer satisfaction. Moreover, the F-test demonstrated that marketing strategy and service quality jointly and significantly influenced customer satisfaction (p < 0.05, p = 0.000). These findings highlight the importance of effective marketing strategies and high service quality to enhance customer satisfaction. The research contributes valuable insights for service industry practitioners and managers to improve customer experiences and loyalty.
References
Chaerudin, S. M., & Syafarudin, A. (2021). The Effect Of Product Quality, Service Quality, Price On Product Purchasing Decisions On Consumer Satisfaction. Ilomata International Journal of Tax and Accounting, 2(1), 61–70. https://doi.org/10.52728/ijtc.v2i1.202
Diah, M. J., Ahmad, J., & Mukri, M. (2013). The Methodology on Statistical Analysis of Data Transformation for Model Development. International Journal of Statistics and Applications, 2(6), 94–100. https://doi.org/10.5923/j.statistics.20120206.01
Do, Q. H., & Vu, T. H. A. (2020). Understanding consumer satisfaction with railway transportation service: An application of 7Ps marketing mix. Management Science Letters, 10(6), 1341–1350. https://doi.org/10.5267/j.msl.2019.11.023
Ghozali, I. (2013). Aplikasi analisis multivariat dengan program IBM SPSS (8th ed.). Universitas Diponegoro.
Indrasari, M. (2019). Pemasaran dan Kepuasan Pelanggan. In Unitomo Press. Unitomo Press.
Juniardi, A., Haerani, S., & Munir, A. (2018). The influence of the marketing mix strategy on customer satisfaction and loyalty at the Novotel Makassar Grand Shayla City Center Hotel. The Hasanuddin Journal of Applied Business and …, 1(4), 52–64.
Kamaludin, A. (2019). Hubungan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Apotik Puji Lestari Majalengka. Synta Literate, 4(12), 47–55.
Naninsih, N., & Hardiyono, H. (2019). Pengaruh Strategi Pemasaran Terhadap Kepuasan Dan Keputusan Pembelian Produk Usaha Kecil Menengah (Ukm) 310 Di Makassar. Jurnal Aplikasi Manajemen & Kewirausahaan MASSARO, 1(1). https://doi.org/10.37476/massaro.v1i1.644
Purnama, P. M. (2019). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Konsumen Serta Dampaknya Pada Loyalitas Konsumen Wedding Organizer Di Kota Prabumulih. Jurnal Ilmu Manajemen, 7(2), 140. https://doi.org/10.32502/jimn.v7i2.1564
Reniati, R., Nugroho, A. A., & Purbolakseto, H. V. (2022). Pendampingan UMKM Kerajinan Lidi Nipah dan Batik di Desa Kace Timur Kabupaten Bangka. Yumary: Jurnal Pengabdian Kepada Masyarakat, 3(2), 71–78. https://doi.org/10.35912/yumary.v3i2.1502
Sakinah, N. L., & Suhardi, D. (2018). Citra Merek, Kepercayaan Merek Dalam Mewujudkan Loyalitas Merek Produk Aqua. Indonesian Journal of Strategic Management, 1(1). https://doi.org/10.25134/ijsm.v1i1.839
Syafarudin, A. (2021). The Effect of Product Quality on Customer Satisfaction Implications on Customer Loyalty in the Era Covid-19. Ilomata International Journal of Tax and Accounting, 2(1), 71–83. https://doi.org/10.52728/ijtc.v2i1.204
Trianah, L., & Pranitasari, D. (2017). Analisis Kualitas Produk, Kualitas Pelayanan, Dan Harga Terhadap Kepuasan Dan Loyalitas Pelanggan (Studi Kasus Pada Soerabi Bandung Enhaii Cabang Rawamangun). Jurnal Online Internasional & Nasional, 20(1), 26–42.
Yani, A. (2018). Pemanfaatan Teknologi dalam Bidang Kesehatan Masyarakat. PROMOTIF: Jurnal Kesehatan Masyarakat , 8(1), 97–103. http://jurnal.unismuhpalu.ac.id/index.php/PJKM
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright (c) 2023 Owned by the author(s), published by International Journal of Magistravitae Management