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All Journal Equity: Jurnal Ekonomi International Journal of Magistravitae Management
Khairiyansyah Khairiyansyah
Universitas Bangka Belitung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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The Impact of Marketing Strategies and Service Quality on Customer Satisfaction: A Case Study of Massage Chair Service Users Suci Angraini; Reniati Reniati; Khairiyansyah Khairiyansyah; Darman Saputra
International Journal of Magistravitae Management Vol. 1 No. 1 (2023): International Journal of Magistravitae Management (IJOMM)
Publisher : Master of Management Department, Faculty of Economics, Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/ijomm.v1i1.2

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.
Fostering Economic Resilience in Pangkalpinang: A Qualitative Investigation into MSME Development Strategies Dian Prihardini Wibawa; Khairiyansyah Khairiyansyah; Nurwasya Nurwasya; Ria Atlantica
Equity: Jurnal Ekonomi Vol 11 No 2 (2023): Equity: Jurnal Ekonomi
Publisher : Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/equity.v11i2.174

Abstract

Micro, small and medium enterprises (MSMEs) have a significant role in the economies of developing countries. After the Covid-19 pandemic, the transformation of MSMEs needs to be strengthened through optimizing the use of digital technology. MSME development is carried out through the pillars of corporatization, capacity building, and financing policies, in order to create productive, innovative, and adaptive MSMEs. The number of cooperatives and MSMEs in Pangkalpinang City in 2022 will reach 23,119 MSMEs and is the largest sector in absorbing labor in Pangkalpinang City. Optimizing the role of MSMEs as the backbone of the economy will continue to be directed at efforts to increase productivity and inclusive regional economic growth, through adaptation to digital changes. This study is a strategic step in developing cooperatives and SMEs to increase regional economic growth to provide answers to current problems. The data used in this study are qualitative data and quantitative data. Data collection techniques are questionnaires, interviews and documentation. This study uses fishbone diagram analysis and SWOT analysis. The results of this study are that MSMEs in Pangkalpinang City are in quadrant I position. This means that MSMEs are advised to carry out an aggressive strategy by using internal strengths to take advantage of external opportunities to achieve increased MSME growth. Weak elements of the marketing strategy for Cooperatives and MSMEs in Pangkalpinang City are caused by weak digital marketing factors, product innovation, and partnerships with market places, startups, and others
The Impact of Marketing Strategies and Service Quality on Customer Satisfaction: A Case Study of Massage Chair Service Users Suci Angraini; Reniati Reniati; Khairiyansyah Khairiyansyah; Darman Saputra
International Journal of Magistravitae Management Vol. 1 No. 1 (2023): International Journal of Magistravitae Management (IJOMM)
Publisher : Master of Management Department, Faculty of Economics and Business, Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/ijomm.v1i1.2

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.
Co-Authors Darman Saputra Dian Prihardini Wibawa Nurwasya Nurwasya Reniati Reniati Ria Atlantica Suci Angraini