SOEDARMAN, SOEDARMAN (2026) ANALISIS PENGARUH KUALITAS LAYANAN, STRATEGI PEMASARAN DAN KEPEMIMPINAN TERHADAP KEPUASAN PELANGGAN PT. JEMLA FERRY CABANG KETAPANG. SKRIPSI.
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Abstract
The objective of this study is to determine whether service quality, marketing strategy, and leadership variables influence the customer satisfaction of ferry passengers at PT. Jemla Ferry, Ketapang Branch. The study population consists of all customers utilizing the ferry services of PT. Jemla Ferry, Ketapang Branch. The sample comprises 100 respondents users of the ferry service who were willing to complete the research questionnaire selected using the purposive sampling technique. The data analysis employed in this study includes both descriptive and quantitative analyses. Data were analyzed using multiple linear regression with the aid of the Statistical Package for the Social Sciences (SPSS) software, version 26. The study yielded the following multiple linear regression equation: Y = 3.937 + 0.099X ₁ + 0.074X₂ + 0.456X₃ + e. Partial hypothesis testing (t-test) results indicate that the service quality variable has a positive and significant effect on customer satisfaction, with a t-statistic of 2.428 and a significance value of 0.017 (<0.05). The marketing strategy variable does not have a significant effect on customer satisfaction, with a t-statistic of 0.653 and a significance value of 0.515 (>0.05). The leadership variable has a positive and significant effect on customer satisfaction, with a t-statistic of 5.195 and a significance value of 0.000 (<0.05). Simultaneously, the variables of service quality, marketing strategy, and leadership significantly influence customer satisfaction. Based on the regression equation, the variable that most dominantly influences customer satisfaction is leadership, with a regression coefficient of 0.456. The coefficient of determination (Adjusted R-Square) result was 0.293 or 29.3%, indicating that 29.3% of customer satisfaction can be explained by the variables of service quality, marketing strategy, and leadership, while 70.7% is influenced by other variables outside the research model. Thus, service quality and leadership have a positive and significant effect on customer satisfaction, whereas marketing strategy does not have a significant effect on customer satisfaction. Simultaneously, service quality, marketing strategy, and leadership significantly influence customer satisfaction. Leadership is the most dominant variable influencing customer satisfaction Keywords: Service Quality, Marketing Strategy, Leadership, Customer Satisfaction.
| Item Type: | Article |
|---|---|
| Additional Information: | 212204103 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 17 Sep 2026 07:08 |
| Last Modified: | 17 Sep 2026 07:08 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6994 |
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