The Strategy of Bandung City Department Trade and Industry to Development Small and Medium Industries
DOI:
https://doi.org/10.58777/reb.v2i1.167Keywords:
Small and Medium Industries, Bandung City Industry and Trade Department, Marketing strategy, Service Quality, User SatisfactionAbstract
This research aims to determine the influence of Marketing Strategy and Service Quality dimensions on User Satisfaction using quantitative methods and descriptive approaches. The sampling used is probability sampling, namely simple random sampling with a sample size of 100 respondents. The analysis used includes validity testing, reliability testing, classical assumption testing, multiple regression analysis, correlation coefficient, coefficient of determination, and hypothesis testing. Research results include that Marketing Strategy and Service Quality has a significant effect on User Satisfaction. Simultaneous calculation results state that Marketing Strategy and Service Quality have a positive and significant influence on User Satisfaction. Based on this analysis, DISDAGIN Bandung City designed a development strategy for Small and Medium Industries. The managerial implication of the relationship between Marketing Strategy and Service Quality dimensions on User Satisfaction is the importance of holistic management that combines these two aspects to increase user satisfaction. Managers need to focus on an in-depth understanding of user needs, developing appropriate marketing strategies, and implementing high service quality to strengthen customer loyalty and brand image.
References
Alma, Buchari. (2013). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Andriasan, Sudarso. (2016). Manajemen Pemasaran Jasa Perhotelan. Yogyakarta: Deepublish.
Cahya, Fadilah Feliani Berlian., & Firmialy, Sita Deliyana. (2022). Pengaruh Strategi Pemasaran Terhadap Kepuasan Konsumen Amanda Brownies Di Palimanan Cirebon. eProceedings of Management, 9(2).
Dedek Kumara, A. T. (2018). Pengaruh Harga Kualitas Pelayanan Terhadap Kepuasan Pada Rumah Makan Sidenpuan Medan. Jurnal Manajemen, 9(1).
Fandy, Tjiptono & Gregorius Chandra. (2017). Variabel yang mempengaruhi kepuasan konsumen. Yogyakarta: Andi.
Fandy, Tjiptono. (2014). Pemasaran Jasa. Yogyakarta: C.V Andi Offset.
Fandy, Tjiptono. (2016). Service, Quality & Satisfaction. Yogyakarta: Andi
Fauzi, Azmi. (2019). Pengaruh Promosi dan Kualitas Pelayanan terhadap Kepuasan Konsumen pada Pembelian Tiket Pesawat Garuda pada PT. Hamsa Tour and Travel. Jurnal Ekonomi & Ekonomi Syaria, 2(2). https://doi.org/10.36778/jesya.v2i2.112
Fauzi, A., Suyana, H., & Oktavia, D. (2023). The Influence of Service Quality, Product Quality, Price Perception and Location on Visitor Satisfaction. Marketing and Business Strategy, 1(1), 13–22. https://doi.org/10.58777/mbs.v1i1.156
Fikri, M. E., & Ritonga, H. M. (2017). Dampak Strategi Pemasaran Terhadap Keputusan Berkunjung dan Kepuasan Wisatawan ke Bumi Perkemahan Sibolangit. Jurnal Manajemen Tools, 8(2), 58–67.
Firmansyah. (2019). Pengaruh Strategi Pemasaran dan Pelayanan terhadap Kepuasan Mahasiswa pada STIE Mahaputra Riau. Jurnal Samudra Ekonomi Dan Bisnis, 10(1). https://doi.org/10.33059/jseb.v10i1.1124
Ghozali, Imam. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.
Hidayati, R., & Muslikh, M. (2023). Improve Marketing Performance through Marketing Relationships and Sustainable Competitive Advantage. Research of Business and Management, 1(2), 67–76. https://doi.org/10.58777/rbm.v1i2.52
Komara, E., & Erwand, D. N. (2023). The Effect of Online Consumer Review, Social Media Advertisement, and Influencer Endorsement on Purchase Intention. Research of Economics and Business, 1(2), 76–85. https://doi.org/10.58777/reb.v1i2.79
Kotler, P. & Keller, K.L. (2012). Manajemen Pemasaran. Jilid I Edisi ke 12, Jakarta: Erlangga.
Kotler, Phillip & Kevin Lane Keller. (2016). Manajemen Pemasaran. edisi 12 Jilid 1 & 2, Jakarta: PT. Indeks.
Kotler, Phillip & Kevin Lane Keller. (2018). Manajemen Pemasaran. Edisi 13 Buku 2, USA: Pearson Education.
Lupiyoadi, R. dan Hamdani, A. (2016). Manajemen Pemasaran Jasa. Edisi 2. Jakarta: Salemba Empat.
Maghfur, R. fata, Santosa, P. W., & Zhafiraah, N. R. (2023). The Influence of Brand Image and Experiential Marketing on Consumer Loyalty with Consumer Satisfaction as an Intervening. Marketing and Business Strategy, 1(1), 1–12. https://doi.org/10.58777/mbs.v1i1.153
Marpala, Eri. (2020). Pengaruh Dimensi Kualitas Pelayanan Jasa Terhadap Kepuasan Pelanggan PT. APJ. Jurnal Ilmiah Manajemen Bisnis, 6(1). https://dx.doi.org/10.22441/jimb.v6i1.6983
Masrianto, N. (2021). Analisis Pelaksanaan Pembinaan Industri Kecil Oleh Dinas Perindustrian Dan Perdagangan Di Kecamatan Tampan Kota Pekanbaru. Jurnal Ilmu Administrasi Publik, 7(1). https://doi.org/10.25299/jiap.2021.vol7(1).6772
Munawaroh, M., & Simon, Z. Z. (2023). The Influence of Store Atmosphere, Service Quality, Product Quality, and Price on Customer Satisfaction. Research of Business and Management, 1(1), 35–44. https://doi.org/10.58777/rbm.v1i1.21
Ningsih, R., & Kurdi, M. (2023). Do Service Quality, Price, and Location Affect Customer Satisfaction in Kampoeng SPA, Sumenep? Research of Business and Management, 1(2), 77–83. https://doi.org/10.58777/rbm.v1i2.57
Sari, Y. K., Gani, A. N., & Zhafiraah, N. R. (2023). The Effect of In-Store Logistics Performance, Store Image, Sales Promotion, and Service Quality on Customer Satisfaction. Marketing and Business Strategy, 1(1), 23–34. https://doi.org/10.58777/mbs.v1i1.152
Tjiptono, F. (2015). Strategi Pemasaran: Edisi 4. Yogyakarta: Andi.
Wahyudi, R. (2022). Peran Dinas Perindustrian dan Perdagangan Dalam Pengembangan Industri Kecil Menengah Kota Medan. Sibatik Journal, Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya Teknologi dan Pendidikan, 1(5). https://doi.org/10.54443/sibatik.v1i5.75
Zendrato, K., Bate’e, M. Zalukhu, Y., & Zebua, S.(2023). Pengaruh Strategi Pemasaran Terhadap Kepuasan Nasabah PT. TASPEN (Persero) Cabang Gunungsitoli. Majalah Ilmiah Warta Dharmawangsa, 17(3). https://doi.org/10.46576/wdw.v17i3.3580
Downloads
Published
Issue
Section
Copyright (c) 2024 Dayan Hakim Natigor Sipahutar, Anggi Putri Maharani
This work is licensed under a CC Attribution-ShareAlike 4.0