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

Cardiana; Hartanto; Fahmi  Sulistian

doi:10.36101/msm.v17i2.374

Cardiana Maritime Polytechnic of Surabaya, Surabaya, Indonesia
Hartanto Directorate of Traffic and Sea Transportation
Fahmi Sulistian Maritime Polytechnic of Surabaya, Surabaya, Indonesia

DOI: https://doi.org/10.36101/msm.v17i2.374

Keywords: Marketing Mix, Service Quality, Customer Satisfaction

Abstract

Training participants are the most valuable asset for a training institution such as Maritime Polytechnic of Surabaya. This research aims to examine, analyze, and develop the effect of marketing mix and service quality on the satisfaction of training participants for upgrading at Maritime Polytechnic of Surabaya. Marketing mix and service quality are some of the many aspects that can be used as a benchmark to increase customer satisfaction, with effective procedures that can significantly impact customer satisfaction. From the results of the research, it can be concluded that Marketing Mix (X1) and Service Quality (X2) have a positive and significant effect on Training Participant Satisfaction (Y), with a Coefficient of Determination (R Square) 91.2% which shows the magnitude of the positive influence of the marketing mix and service quality on training participant satisfaction 91.2%. Marketing Mix (X1) has a significant effect with a Coefficient of Determination (R Square) of 68.7%, as well as Service Quality (X2) which has a Coefficient of Determination (R Square) of 82.9%. These results show the importance of paying attention to and improving the marketing mix and service quality to increase the satisfaction of training participants for upgrading at Maritime Polytechnic of Surabaya.

References

[1] “Maritime Polytechnic Of Surabaya’s Profile.” Accessed: Sep. 25, 2022. [Online]. Available: https://www.poltekpel-sby.ac.id/profil
[2] N. Martono, QUANTITATIVE RESEARCH METHODS: Content Analysis and Secondary Data Analysis, 2nd ed. Jakarta: Rajawali Pers, 2014.
[3] D. Fatihudin and M. A. Firmansyah, SERVICE MARKETING: Strategy, Measuring Customer Satisfaction, and Loyalty, 1st ed. Yogyakarta: Deeppublish, 2019.
[4] N. Setiawan, “Analysis Of The Relationship Between Customer Satisfaction Based On E-Commerce Service Quality To Customer Loyalty Using Statistical Methods (Case Study On Lazada E-Commerce Website),” Nas. Semin. IENACO, vol. 1, p. 8, 2016.
[5] A. Firmansyah, Product And Brand Marketing: Planning And Strategy, 1st ed. Pasuruan: Penerbit Qiara Medika, 2019.
[6] Y. Pratama, Basic Principles Of Marketing Management, 1st ed. Purbalingga: EUREKA MEDIA AKSARA, 2023.
[7] Y. E. Rachmad, Marketing Management, 1st ed. Purbalingga: EUREKA MEDIA AKSARA, 2022.
[8] N. Limakrisna and T. P. Purba, Marketing Management: Theory and Application In Business, 2nd ed. Jakarta: Mitra Wacana Media, 2017.
[9] F. Tjiptono and G. Chandra, Service, Quality And Satisfaction, 4th ed. Yogyakarta: Andi, 2016.
[10] H. Malau, Marketing Management: Marketing Theory And Application From The Traditional Era To The Era Of Global Modernization, 1st ed. Bandung: Alfabeta, 2017.
[11] S. Prayitno and R. Harjanto, Integrated Marketing Communication Management, 1st ed. Depok: Rajawali Pers, 2017. [Online]. Available: https://books.google.co.id/books?id=rEwaEAAAQBAJ&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false
[12] Sugiyono, Quantitative, Qualitative And R&D Research Methods, 2nd ed. Bandung: Alfabeta, 2017.
[13] F. Tjiptono, MARKETING STRATEGY: Principles & Implementation, 1st ed. Yogyakarta: Andi, 2019.
[14] B. Alma, Marketing Management And Service Marketing, 7th ed. Bandung: Alfabeta, 2017.
[15] P. Kotler and G. Armstrong, Principles of Marketing, 17th ed. London: Pearson Education Limited, 2018.
[16] Sugiyono, Statistics For Research, 26th ed. Bandung: Alfabeta, 2015.
[17] B. R. Werang, Quantitative Approaches In Social Research, 1st ed. Yogyakarta: Calpulis, 2015.
[18] I. Ghozali and H. Latan, Partial Least Squares Application Technique Concept Using SmartPLS 3.0 Program For Empirical Research, 2nd ed. Semarang: Undip Press, 2015.
[19] Y. Meilda, I. Hamdani, and R. Triwoelandari, “The Influence of Marketing Mix on Customer Satisfaction (Case Study of Al-Amin Islamic Store Laladon Bogor),” Stud. Econ. Islam. Business-El Mal, vol. 5, no. 2, pp. 274–290, 2022, doi: 1047467/elmal.v5i2.802.
[20] M. Y. Bustomi and I. N. Dewi, “The Influence of Marketing Mix (7P) on Consumer Satisfaction at UD. Olsabara Sukses Sejahtera Sangatta,” Manag. Entrep., vol. 7, no. 3, pp. 142–153, 2022, [Online]. Available: http://ejournal.uniska-kediri.ac.id/index.php/ManajemenKewirausahaan
[21] H. Rohaeni and N. Marwa, “Quality of Service to Customer Satisfaction,” Ecodemica, vol. 2, no. 2, 2018, [Online]. Available: http://ejournal.bsi.ac.id/ejurnal/index.php/ecodemica
[22] S. Saputra and R. Y. Sudarsa, “The Effect Of Service Quality On Customer Satisfaction At Grand Setiabudi Hotel & Apartment,” Bus. Mark., vol. 9, no. 2, 2019, [Online]. Available: c:/Users/m45nu/Downloads/X2toY(2).pdf
[23] D. Sunarsi, “The Effect Of Marketing Mix And Service Quality On Consumer Satisfaction At Giant Dept Store Bsd Tangerang Branch,” Econ. Manag. Business, E-Mabis, vol. 21, no. 1, pp. 7–13, 2020, [Online]. Available: c:/Users/m45nu/Downloads/X1X2toY.pdf
[24] A. M. Suprayogi and A. Wahyuati, “The Effect Of Marketing Mix And Service Quality On Consumer Satisfaction,” Sci. Manag. Res., vol. 6, no. 1, 2017, [Online]. Available: http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/628
[25] Kasmir, Customer Services Excellent: Theory and Practice, 1st ed. Jakarta: RajaGrafindo Persada, 2017.
[26] Y. Julius and N. Limakrisna, Marketing Management: Customer Satisfaction And Loyalty Model, 1st ed. Yogyakarta: Deepublish, 2016.