JUMPE (JURNAL MANAJEMEN PEMASARAN)

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

M Yasir, Ahmad Rifa'i, Muhammad Fauzan — Thu, 30 Apr 2026 00:00:00 +0000

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, Yaswar Aprilian, Muhammad Fauzan — Thu, 30 Apr 2026 00:00:00 +0000

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, Ahmad Rifa'i, Raju Maulana — Thu, 30 Apr 2026 00:00:00 +0000

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.