JUMPE (JURNAL MANAJEMEN PEMASARAN)

ANALYSIS OF THE INFLUENCE OF SERVICE QUALITY AND PROMOTION ON CUSTOMER SATISFACTION AT ACC AGRICULTURAL STORES IN TEMBILAHAN

M Yasir — 2026-04-30

This study aims to analyze the influence of service quality and promotion on customer satisfaction at the ACC Agricultural Store in Tembilahan. The background of this research is based on the increasing business competition in the agribusiness sector which requires companies to be able to provide optimal service and effective promotional strategies to maintain customer satisfaction. This study uses a quantitative approach with a survey method of 100 respondents selected using the proportionate stratified random sampling technique. Data were collected through questionnaires with a Likert scale and analyzed using multiple linear regression. The results of the study show that the quality of service has a positive and significant effect on customer satisfaction, as well as promotions which also have a positive and significant effect on customer satisfaction. Simultaneously, the quality of service and promotion was proven to have a significant effect on customer satisfaction with a determination coefficient value of 0.540, which means that both variables are able to explain 54% of the variation in customer satisfaction. These findings indicate that improving the quality of service that includes reliability, responsiveness, assurance, empathy, and physical evidence, as well as the implementation of effective promotional strategies, are important factors in improving customer satisfaction. Therefore, ACC Agriculture Stores need to consistently improve service quality and optimize promotional activities to maintain customer loyalty and increase business competitiveness.

ANALYSIS OF THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER TRUST OF GELARY SALON BEAUTY SALON IN TEMBILAHAN

Hernawaty Hernawaty — 2026-04-30

This study aims to analyze the influence of service quality on customer trust in Gelary Salon in Tembilahan. The research uses a qualitative approach with a descriptive method through data collection techniques in the form of in-depth interviews, observations, and documentation. The research informants are customers who have used salon services at least twice and were selected using the purposive sampling technique. The results of the study show that the quality of service has a significant influence on customer trust. The dimensions of service quality such as salon cleanliness and comfort (tangible), responsiveness, professionalism (assurance), product quality, and customer safety and privacy have been proven to be able to increase positive customer perceptions. Customer trust is also influenced by the suitability of prices with service results, consistency of service, and trust in staff recommendations. Thus, the better the quality of service provided, the higher the level of customer trust. This study suggests that salons continue to improve the quality of service to build long-term relationships and customer loyalty.

ANALYSIS OF THE SERVICE QUALITY LEVEL OF TAX PAYMENT SERVICES AT THE SAMSAT OFFICE TEMBILAHAN

Helin Indah Permana — 2026-04-30

This study aims to analyze the level of service quality in motor vehicle tax payment services at the SAMSAT Office Tembilahan. The method used is qualitative, with data collection techniques including in-depth interviews, participant observation, as well as document and archive studies. Informants were selected through purposive sampling, consisting of taxpayers and SAMSAT officers. Data analysis was carried out through the stages of data reduction, data presentation, as well as conclusion drawing and verification using triangulation and member check techniques. The results show that the overall service quality falls into a fairly good category based on the SERVQUAL dimensions, although there are still constraints related to facilities, service time stability, as well as consistency in responsiveness and information delivery.

THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION AT SUHA DESSERT IN PEKANBARU

Fadly Saputra — 2026-04-30

This study aims to analyze the influence of product quality and brand image on customer satisfaction in the Dessert cake business in Pekanbaru City. The phenomenon of the mushrooming of the Dessert cake business in Pekanbaru has created increasingly fierce competition, so that understanding of the factors that affect customer satisfaction is very crucial for business sustainability. Superior product quality and positive brand image are suspected to be two main factors that can increase customer satisfaction. This study uses a quantitative method with a survey approach of 30 customer respondents from a well-known dessert cake business in Pekanbaru, namely SUHA Dessert. Data collection was carried out using a Google Sheet-based online questionnaire with a 4-point Likert scale (Strongly Agree, Agree, Disagree, Disagree) during the period from December 2025 to February 2026. Data analyzed using SPSS software including validity test, reliability test, descriptive statistical analysis, and multiple linear regression analysis. The results of the study show that partially or simultaneously, product quality and brand image have a positive and significant influence on customer satisfaction. These findings imply that Dessert cake business actors in Pekanbaru need to consistently improve product quality (taste, texture, packaging) while building a strong brand image in the minds of consumers to create sustainable customer satisfaction.

THE IMPACT OF DATA-DRIVEN MARKETING ON THE EFFECTIVENESS OF ACHIEVING SALES TARGETS AT PT. INBISCO NIAGATAMA SEMESTA

Muhammad Nafis — 2026-04-30

The development of digital technology encourages companies to implement data-driven marketing strategies as a basis for business decision-making. PT. Inbisco Niagatama Semesta faces challenges in achieving the sales target of Mayora biscuit products in Batam City, as shown by the realization of sales in 2024 which only reaches 81% of the set target. This study aims to analyze the influence of data-driven marketing on the effectiveness of achieving sales targets at PT. Inbisco Niagatama Semesta. The research uses a quantitative approach with the Partial Least Square Structural Equation Modeling (PLS-SEM) analysis method through the SmartPLS 3 application. The research sample consists of 90 salespeople who were selected based on the provisions of ten times the number of research indicators. Data collection was carried out using a Likert scale questionnaire of 1–5 and company documentation. The results showed that the data-driven marketing variable had a positive and significant effect on the effectiveness of achieving sales targets with a path coefficient value of 0.877, a T-statistical value of 24.052, and a P-value of 0.000. In addition, data-driven marketing was able to explain 76.9% variation in the effectiveness of achieving sales targets. These findings show that the use of customer data, market analysis, and data-driven decision-making can improve the accuracy of marketing strategies and support the achievement of company sales targets.