Publication Search

The development of the service sector in Indonesia requires micro-enterprises to adopt marketing strategies that enhance service quality and strengthen business competitiveness. In the context of service-based businesses, the service marketing approach is considered relevant as it emphasizes the management of service delivery and overall customer experience. This study aims to analyze the implementation of service marketing in Erafftel, a shoe cleaning service business located in Padang City, West Sumatra. The study employs a qualitative approach, with data collected through direct observation of operational activities and in-depth interviews with the business owner to obtain comprehensive information regarding service processes, service marketing strategies, and operational practices. The findings indicate that the services provided by Erafftel reflect the main characteristics of services, namely intangibility, inseparability, variability, and perishability. Furthermore, the service marketing mix consisting of seven elements—product, price, place, promotion, people, process, and physical evidence—has been implemented, although in a relatively simple and not yet fully structured manner. The people and process elements emerge as the most dominant factors influencing perceived service quality, as they are directly related to interactions between service providers and customers, while physical evidence serves as a supporting factor in building customer trust. The implications of this study suggest that strengthening the application of service marketing can contribute to improved service quality, increased customer satisfaction, and the long-term sustainability of micro service enterprises.

Customer satisfaction is a central issue in marketing management, as it plays a crucial role in determining customer loyalty amid increasingly intense business competition. A comprehensive understanding of the factors influencing customer satisfaction is essential not only for academics in strengthening marketing theory but also for practitioners in designing effective service and product strategies. This article aims to address two research questions: (1) what are the dominant factors influencing customer satisfaction, and (2) how does customer satisfaction relate to customer loyalty? The study employed a qualitative literature review method. The data consisted of scientific articles published between 2020 and 2025, accessed through Google Scholar and Publish or Perish (PoP) using the keyword “customer satisfaction.” From an initial selection of 30 articles, 27 were identified as relevant, and 5 core articles were further analyzed. The findings reveal three main themes: product and service quality as the dominant determinants of customer satisfaction; price, brand image, and promotion as supporting factors; and customer trust as an important mediating variable in building loyalty. This study concludes that customer satisfaction serves as a strategic link between service quality and customer loyalty. Future research is encouraged to explore the roles of digitalization, customer experience, and sustainability in shaping long-term customer satisfaction.

PT Pos Indonesia (Persero), as a long-established Indonesian state-owned enterprise, faces increasing competitive pressure in the logistics industry due to the rapid growth of e-commerce and the emergence of digital-based private courier services. This study focuses on the Pati Branch Post Office, which has experienced rising delivery demand while continuing to encounter challenges related to service quality, promotional effectiveness, and customer price perceptions—factors that potentially influence customer satisfaction. The study aims to analyze the partial and simultaneous effects of service quality, promotion, and pricing on customer satisfaction at the Pati Branch Post Office. A quantitative research approach was employed using survey data collected through questionnaires distributed to customers. The data were analyzed using multiple linear regression to examine the relationships among variables. The results indicate that service quality is the most dominant factor influencing customer satisfaction. Promotion and pricing also have a statistically significant effect, although their influence is relatively weaker compared to service quality. These findings highlight the importance for PT Pos Indonesia to prioritize improvements in service reliability, responsiveness, and assurance to enhance the overall customer experience. In addition, strengthening digital-based promotional strategies and implementing value-based pricing are shown to positively shape customer perceptions. Overall, this study concludes that improving customer satisfaction at the Pati Branch Post Office is primarily driven by service quality enhancement, supported by effective promotion and appropriate pricing strategies aligned with customer value expectations.

This study analyzes customer attrition in barbershops through the application of the 4P marketing mix, which includes Product, Price, Place, and Promotion. The research was conducted using a questionnaire distributed to 30 barbershop customers, which aimed to assess their level of satisfaction regarding each element of the marketing mix. The findings revealed that while customers were generally satisfied with the quality of the haircuts and the cleanliness of the tools, there was an important demand for improvement in the quality and variety of additional products offered. The pricing strategy was considered affordable by most customers; however, some expressed dissatisfaction, indicating the need for better communication regarding the value of the services provided. Demographic analysis showed that the majority of respondents were young adults aged 18-25, highlighting a specific target market for barbershops. Overall, this study emphasizes the importance of effectively implementing the marketing mix to improve customer retention and satisfaction in the barbershop industry.

Customer satisfaction and loyalty are central issues in marketing management, as both play crucial roles in ensuring business sustainability amid increasing competition. Satisfied customers tend to make repeat purchases, provide positive recommendations, and build long-term relationships with the company. Therefore, understanding the factors that influence customer satisfaction and loyalty has become an important agenda for both academics and practitioners. This study aims to address two main questions: (1) What factors influence customer satisfaction? and (2) How does satisfaction contribute to the formation of customer loyalty? The method used is a literature review, selecting articles from various online databases such as ResearchGate, Academia, and open-access journals using the keywords customer satisfaction and customer loyalty. Of the 45 identified articles, 20 were selected for in-depth analysis. The review results reveal three main trends: first, service and product quality are the most consistent determinants of satisfaction; second, price, promotion, and brand image play significant roles; and third, customer trust is an essential variable that strengthens the satisfaction–loyalty relationship. Overall, satisfaction functions as the main mediating variable in the formation of customer loyalty.

This study aims to evaluate the factors influencing passengers’ interest in purchasing tickets for the KM. Kirana 1 ship on the Sampit route. In the era of increasing competition in maritime transportation, understanding consumer interest factors is essential for shipping companies to enhance their marketing strategies and stay competitive. This research employs a quantitative approach using a survey method involving passengers of KM. Kirana 1. The variables examined in this study include price, service quality, promotion, and perceived comfort, which are considered key determinants in customer decision-making. Data were analyzed using SPSS to test validity, reliability, and the relationships among these variables. The results indicate that price, service quality, and comfort significantly affect passengers’ interest in purchasing tickets, while promotion has an insignificant effect. These findings provide practical implications for shipping management to improve service quality, comfort, and pricing strategies to maintain customer satisfaction and loyalty, which are critical in the highly competitive maritime industry.

This study aims to evaluate improvements in customer service quality with the goal of increasing customer satisfaction at Ratu D'Laundry. The approach used is quantitative with a descriptive methodology, where data is collected through a survey that measures five main aspects, namely service quality, process speed, price and promotions, customer service, and overall satisfaction and loyalty levels. The results of this study indicate that most customers are satisfied with the services provided, especially in terms of laundry cleanliness, clothing fragrance, and the friendly attitude of staff in providing services. These results show that these factors play an important role in shaping customers' positive perceptions of service quality. However, this study also found several complaints related to service completion time, which is considered to still need improvement. Overall, this study confirms previous findings that service quality has a significant impact on customer satisfaction. The proposed strategy to improve service completion time is a key step in building trust, meeting consumer expectations, and encouraging long-term customer loyalty.

This study aims to thoroughly examine the influence of menu variety, taste, and price on customers' purchasing decisions at CEZ-ROS Restaurant, located in Kediri Regency. Understanding these factors is crucial for the restaurant to enhance customer satisfaction and improve sales performance. The research employs a quantitative approach with an associative research type, designed to explore relationships between variables. The sampling technique used is accidental sampling, where respondents were selected based on convenience and their availability during the data collection period. This method allows for practical and efficient data gathering from actual restaurant customers. Data analysis involves several statistical tests to ensure accuracy and reliability. Initially, validity and reliability tests were conducted to confirm the suitability of the questionnaire. Then, multiple linear regression analysis was used to determine how menu variety, taste, and price individually and collectively influence purchasing decisions. Additionally, t-tests assessed the significance of each independent variable, while the F-test evaluated their simultaneous effect. The coefficient of determination (R²) provided insight into how much variation in purchasing decisions could be explained by these variables. The results indicate that menu variety, taste, and price significantly impact purchasing decisions both individually and together. Specifically, customers prefer restaurants offering a diverse menu, delicious food, and reasonable pricing. The F-test confirms the strong combined effect of these factors on consumer behavior. However, the coefficient of determination also suggests that while these variables are important, other external influences such as service quality, ambiance, and promotions may also affect purchasing decisions. Overall, this study highlights that CEZ-ROS Restaurant should focus on maintaining menu diversity, enhancing taste quality, and setting competitive prices to attract and retain customers effectively.

This study aims to examine the effect of product quality, promotion, and price perception on customer satisfaction at Mie Gacoan in Kutabumi, Tangerang Regency. The study population consists of consumers who have purchased Mie Gacoan, with a sample of 100 respondents selected using a non-probability sampling technique. Data was collected through questionnaires and analyzed using SPSS version 22. This study investigates the relationship between the independent variables (product quality, promotion, and price perception) and the dependent variable (customer satisfaction). The results of the analysis show that product quality, promotion, and price perception have a positive and significant effect on customer satisfaction at Mie Gacoan. High product quality, attractive promotions, and reasonable price perceptions contribute to increased customer satisfaction, which in turn can lead to greater loyalty and repurchase intentions. Based on these findings, it is recommended that Mie Gacoan management continuously improve their product quality and promotions, as well as maintain a favorable price perception among consumers. Enhancing these factors is expected to attract more customers and improve Mie Gacoan’s competitiveness in the market, particularly in the Kutabumi area and its surroundings. Therefore, this study provides valuable insights for marketing strategies and business development at Mie Gacoan, contributing to the growth and success of the brand in the competitive food service industry.

This study aims to analyze the marketing strategies implemented and customer perception of MSMEs of Various Muzzaki Chips in Subang Regency. This study uses a qualitative descriptive approach with a case study method. Data is collected through interviews with MSME owners, employees, and customers, which are then analyzed to identify the effectiveness of marketing strategies and customer perception of the products and services provided. The focus of the research includes the implementation of marketing strategies based on the concept of Segmenting, Targeting, and Positioning (STP), as well as the 4P (Product, Price, Place, Promotion) marketing mix. In addition, the evaluation of customer perception is carried out based on five dimensions of service quality, namely Tangibility, Empathy, Responsibility, Responsiveness, and Assurance. The results of the study show that MSMEs Aneka Keripik Muzzaki have implemented the STP strategy on target, namely targeting consumers aged 15-45 years, including students, employees, and housewives. The marketing mix strategy used is quite effective, starting from the development of innovative and quality products, affordable pricing, distribution through direct and online channels, and promotion through social media such as WhatsApp and Instagram. Customer perception of MSMEs tends to be positive, as can be seen from their satisfaction with the taste, packaging, price, and service provided. These results reflect the success of the marketing strategy implemented in building customer loyalty and increasing business competitiveness. It is recommended that MSMEs continue to improve the quality of products and services and expand their marketing reach through digital platforms to achieve sustainable growth.

Micro, small, and medium-sized enterprises (MSMEs) producing tahu bakso face intense market competition and need efficient marketing strategies to maintain competitiveness. This study aims at developing strategy by identifyng criteria and selecting the optimal strategies. The research adopts the 4P marketing mix framework-product, price, place, and promotion-combined with the TOPSIS (Teqnique for Order Preference by Similarity to Ideal Solution) method. Five main criteria were identified: product price, retail location, product promotion, customer service quality, and product development. The weighting results show that produc price and customer service quality are the most importan factors, each with a weigh of 0.208. TOPSIS analisys indicates that stategy A8 - improving employee performance through targeted training and development-achieves the highest preference value. Improving employee performance is a strategyc priority, as it directly enhances service quality, customes satisfaction, and overall marketing effectiveness.  

This study highlights a unique and interesting phenomenon in the realm of higher education marketing strategy. The Al-Amien Prenduan Islamic University Institute (IDIA) has successfully maintained its sustainability for over 40 years despite offering relatively affordable tuition fees. This research aims to develop a comprehensive marketing strategy for educational services at IDIA, as well as to explore the institution’s contribution to the development of service marketing in Islamic higher education. The study employs a qualitative field research approach, with data collection methods including observation, in-depth interviews, and documentation. The data were analyzed using grounded theory techniques, consisting of open coding, axial coding, and selective coding. To formulate an effective marketing strategy, the research applies the marketing mix theory as a foundational framework. The educational service marketing strategy implemented at IDIA includes the provision of high-quality educational products, price humanization strategies that ensure affordability, selection of strategic campus locations, promotional activities tailored to community needs, human resource development, improvement of facilities and infrastructure, and the enhancement of service delivery systems. These strategies are designed to position IDIA as a competitive Islamic higher education institution. Furthermore, the research reveals the significant contributions of service marketing to IDIA’s growth. These include a steady increase in the number of new student enrollments, higher levels of customer satisfaction, an improved institutional image, and ongoing improvements in educational quality. Overall, this study offers valuable insights into how effective educational service marketing can support the sustainability and competitiveness of Islamic higher education institutions in Indonesia.

ABSTRACT The growth of the both traditional and fast-food culinary sector has been rapid and to maintain consumer satisfaction, it is a crucial factor for determining the progress of culinary business growth. Therefore, the objective of the study is to examine the influence of prices, promotions, and quality of service on consumer satisfaction at McDonald's Restaurant Semarang. The data was collected through the completion of questionnaires and it was analysed by using the double linear regression. The research findings indicate that the factors of price, promotion, and quality of service affect significant impact on consumer satisfaction at McDonald's Restaurant Semarang. Through the partial test, it revealed that consumer satisfaction is significantly impacted by both promotion and quality of the service, while the price has no significant influence on customer satisfaction.   ABSTRAK Perkembangan industri kuliner terjadi dengan sangat pesat dan tidak terbatas pada makanan tradisional, namun juga restoran cepat saji. Kepuasan konsumen menjadi indikator penting dalam menentukan arah pengembangan bisnis kuliner. Tujuan riset ini ialah guna menganalisis dampak harga, promosi, dan kualitas pelayanan akan kepuasan konsumen restoran McDonald’s Semarang. Data diperoleh dari pengisian kuisioner dan dianalisis menggunakan regresi linear berganda. Keluaran penelitian mengunjukkan bahwa harga, promosi, dan kualitas pelayanan mempunyai dampak signifikan secara simultan akan kepuasan konsumen restoran McDonald’s Semarang. Uji Parsial (Uji t) mendapati bahwa promosi dan kualitas pelayanan mempunyai dampak signifikan akan kepuasan konsumen sementara harga tidak mempunyai dampak signifikan akan kepuasan konsumen.  

Customer satisfaction is very important for the continuation of a business because customer satisfaction can influence customer perspectives on products and services. The phenomenon that occurred in this study was a decrease in the market share of starbucks products in 2021-2023. The purpose of this study was to analyze the effect of innovation, promotion, product quality, price and service quality on customer satisfaction. This research was conducted on consumers of starbucks products in the Indonesian region. The data used in this study are primary data obtained from distributing questionnaires to respondents using google form. Data analysis in this study used multiple linear regression with the help of SPSS software version 26. The sample in this study were 97 respondents. The sampling technique used probability sampling with accidental sampling method. The results of this study explain that 1) innovation has a positive effect on customer satisfaction 2) promotion has a positive effect on customer satisfaction 3) product quality has no effect on customer satisfaction 4) price has a positive effect on customer satisfaction 5) service quality has a positive effect on customer satisfaction.

This study aims to examine and analyze the impact of promotions and prices on customer satisfaction, mediated by service quality in Medan City. The research is quantitative in nature, using an accidental sampling technique. Data collection was done through questionnaires and interviews. Data analysis was performed using SMART PLS. The population consisted of 50 respondents, all of whom were included as the research sample. The findings reveal that promotion has a positive and significant effect on service quality in Medan furniture stores. Price also positively and significantly impacts service quality at Akela Meubel in Medan. Promotions positively and significantly influence customer satisfaction at Akela Meubel, while price has a positive and significant effect on customer satisfaction in Medan furniture. Furthermore, promotion positively and significantly affects customer satisfaction at Akela Meubel in Medan through service quality, and price positively impacts satisfaction through service quality at Medan furniture.

This research aims to analyze the influence of the marketing mix and service quality This study aims to analyze the influence of the marketing mix and service quality on customer satisfaction and its impact on customer loyalty at PT Delta Primalab Scientific. The marketing mix, which includes product, price, place, and promotion, is considered a crucial element in influencing customer satisfaction. In addition, service quality, which encompasses responsiveness, reliability, and empathy, also plays a significant role in building customer satisfaction and loyalty. This research employs a quantitative method using a survey technique (questionnaire) involving a sample of customers from PT Delta Primalab Scientific. The population of this study consists of 61 customers of PT Delta Primalab Scientific. The sampling technique used is the Slovin method, with a sample size of 53 respondents. Data analysis was conducted using SEM-PLS to determine the direct influence between the variables studied. The research results show that the marketing mix significantly influences customer loyalty (β₁ = 0.352, t = 3.747, p = 0.000). Service quality significantly affects customer loyalty (β₂ = 0.319, t = 2.478, p = 0.014). Customer satisfaction significantly impacts customer loyalty (β₃ = 0.320, t = 2.690, p = 0.007). The marketing mix significantly influences customer satisfaction (β₄ = 0.453, t = 3.799, p = 0.000), and service quality significantly influences customer satisfaction (β₅ = 0.445, t = 3.830, p = 0.000).

This study aims to examine and analyze how and to what extent advertising, price and customer satisfaction affect the sales of MSMEs in the Medan printing sector. The research method used in this study is a quantitative method with a descriptive approach. The data used is primary data collected from respondents and SMEs. The target of this survey is printing in the city of Medan, and the target survey is data of 50 respondents. This study uses the SPSS 20.0 test device for classical hypothesis testing, multiple regression analysis, and hypothesis testing. Based on the results of the hypothesis test or t-test, it can be shown that: Promotion will partially have a significant positive impact on the sales of MSMEs in the printing sector in the city of Medan. Prices have a significant positive impact on the sales of MSMEs in the Medan printing sector. Customer satisfaction has a significant positive impact on MSME sales in the Medan printing sector. And the results of the F test show that the quality of advertising, price and service have a significant positive effect on the sales of MSMEs in the printing sector in Medan city. Together, the results of this test show that the variables of promotion, price, and service quality contribute 74.4% to the sales variable. Price and service quality have a significant positive effect on the sales of Medan printing MSMEs. Together, the results of this test show that the variables of promotion, price, and service quality contribute 74.4% to the sales variable. Price and service quality have a significant positive effect on the sales of Medan printing MSMEs. Together, the results of this test show that the variables of promotion, price, and service quality contribute 74.4% to the sales variable.

This research aims to analyze customer satisfaction at the UD.Rini Mulyo material store. This research uses service quality, price and promotion variables as independent variables. Sampling was carried out using Accidental Sampling, obtaining 100 respondents. The data collection method uses a questionnaire given to customers who visit and make transactions at the UD.Rini Mulyo material store. The data analysis technique in this research uses multiple regression analysis which is processed using the SPSS 21 program. The results of the research show that the customer satisfaction variable for the UD.Rini Mulyo material store is influenced by 37.1% of service quality, 29.3% of price and 7.8% of promotions. Overall the independent variables have an influence of 87.2% and the remaining 12.8% is influenced by other variables not found in this research.

This research aims to analyze the factors that influence the success of cafe businesses in Padang City. The research method used is quantitative with multiple linear regression analysis techniques. The research results show that the factors that influence the success of cafe businesses in Padang City are business location, product quality, product price, promotions and customer service. The problems found when conducting this research were that the marketing strategy was still lacking, there were many competitors, and the condition of the café building was still inadequate. The solution to the problem is, increasing marketing through social media, the products produced must be more varied and of better quality and provide a delicious and unique taste so that they can satisfy customers and the business is able to compete in market share, decorating the place to make it look more unique and attractive so that customers feel at home relax in a comfortable room. This article was prepared by observation, collecting data in interviews, and documentation. The results of this research show that customer satisfaction depends on the products produced and the services provided by employees.

This research aims to examine what factors influence the level of customer loyalty of GeraiHALO Telkomsel Wonosobo, Central Java. The population in this study are customers who have subscribed or are currently subscribing to Telkomsel Kartu HALO, simPATI and AS product services, having subscribed for at least six months. Determining the sample in this research used the probability sampling method. This analysis uses the Importance Performance Analysis (IPA) method which is used to determine the level of importance and perception (expectations) of the Marketing Mix towards customer satisfaction implemented by the company. The results of the IPA analysis show that the dominant factors influencing customer loyalty are product quality, price, distribution variables. and promotion variables in this research are quite good in explaining customer perceptions. The author's advice to companies is that companies create products that are superior in quality, and always maintain product quality, namely by always innovating products that are tailored to customer desires for the product. Apart from that, companies must always pay attention to customer complaints by minimizing customer complaints.