The Influence of Marketing Mix and Service Quality on Training Participant Satisfaction in Upgrading Programmes at the Maritime Polytechnic of Surabaya

Abstract

Training participants represent a critical stakeholder group and a key determinant of the effectiveness and sustainability of maritime training institutions. In this context, the quality of institutional marketing practices and training services plays an important role in shaping participants’ perceptions and satisfaction. This study aims to examine and analyse the influence of the marketing mix and service quality on the satisfaction of participants enrolled in upgrading training programmes at the Maritime Polytechnic of Surabaya. The study considers the marketing mix and service quality as strategic institutional factors that may contribute to enhancing participant satisfaction through the provision of relevant programmes, effective service delivery, and responsive institutional management. The findings indicate that both the marketing mix (X1) and service quality (X2) have positive and statistically significant effects on training participant satisfaction (Y). Collectively, the two independent variables explain 91.2% of the variance in participant satisfaction, as indicated by the coefficient of determination (R²). Individually, the marketing mix accounts for 68.7% of the variance in participant satisfaction, while service quality accounts for 82.9%. These findings demonstrate the substantial contribution of marketing management and service quality management to participant satisfaction in maritime upgrading training programmes. Accordingly, strengthening the institutional marketing mix and continuously improving the quality, responsiveness, and reliability of training services are important managerial considerations for enhancing participant satisfaction and supporting the competitiveness of maritime training institutions.