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Abstract
The need for a Petshop business in Makassar City is needed along with the increasing love of people for pets so that a marketing strategy is needed in marketing services for the products they sell. The population of this study was service users (3) three petshops in Makassar City, while the determination of this sample used the Probability Sampling Technique which amounted to 69 people in a random way without paying attention to the level that existed in the population members. Data collection techniques used are observation, questionnaires and direct interviews to parties related to the problem under study. The data were analyzed using multiple lenear regression analysis techniques, t-test, f-test and coefficient of determination with the help of SPSS 23 program.The results showed that (i) direct marketing communication did not have an effect on customer satisfaction, (ii) service quality directly affected and significantly affected customer satisfaction, (iii) simultaneously communication and service quality had a positive effect on customer satisfaction. Based on the coefficient of determination obtained from the results of data analysis, it is known that marketing communication and service quality have an influence of 61.6% on customer satisfaction of Petshop business in Makassar.
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References
- Ari, P. (2012). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Pelanggang. Management Analysis Journal, 1(2), 120–128.
- Bastian, Jordan., Sugeng Widodo. 2022. Pengaruh Kepercayaan Terhadap Loyalitas Pelanggang Pada Station Sato Petshop Cibinong Kabupaten Bogor. Jurnal Ilmiah Mahasiswa Jimawa, Vol.2, No.1, hal. 29-35.
- Ferawati, A. (2022). Pengaruh Strategi Promosi terhadap Keputusan Pembelian Chand’s Mozzarella Corndog Stick. SEIKO : Journal of Management & Business, 5(1), 2022–2524. https://doi.org/10.37531/sejaman.v5i1.1757.
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- Ginanjar, J., Purnomo, M., & Maulina, E. (2021). Entrepreneurial Marketing dan Jejaring Sosial dalam Usaha Kecil: Studi Kasus tentang Bisnis Petshop di Kabupaten Bandung. Organum: Jurnal Saintifik Manajemen dan Akuntansi, 4(2), 90-106.
- Hamdani, Agus Umar,. Rakha Luri Mubarak. 2019. Model E-Commerce Dengan Metode Web Engineering Method Untuk Menunjang Pemasaran Produk pada XYZ Pet Shop. Prosiding Sendi_U. Jakarta: Universitas Budi Luhur.
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- Lupiyoadi, Rambat. 2011. Manajemen Pemasaran Jasa. Jakarta: Salemba Empat.
- Purba, J. T., & Widjaja, A. E. (2020, June). E-commerce implementation in supporting business services strategy (case study at petshop gifaro evidence). In Journal of Physics: Conference Series (Vol. 1563, No. 1, p. 012012). IOP Publishing.
- Purnamasari, E. P., Sumarto, L., & Zailani, A. (2023). ANALYSIS OF THE INFLUENCE OF SALES RETAIL MIX ON CONSUMER SATISFACTION AT THE VIVA PET SHOP OF SUKOHARJO. International Journal of Business, Law, and Education, 4(1), 78-89.
- Rahmawati, R. (2014). Pengaruh kepuasan terhadap loyalitas pelanggan (Sebuah kajian terhadap bisnis makanan). Teknobuga, 1(1), 66–79. https://journal.unnes.ac.id/nju/index.php/teknobuga/article/view/6404
- Rauf, R., Wijaya, H., & Tari, E. (2022). The Design & Implementation of CRM-Taxi Online in Indonesia. Indonesian Journal of Business and Entrepreneurship, 8(1), 128–135. https://doi.org/10.17358/ijbe.8.1.128
- Sheva, A., Nita, N., & Batu, R. L. (2022). Pengaruh Komunikasi Pemasaran Dan Kualitas PelayananPada Loyalitas Pelanggan. YUME : Journal of Management, 5(1), 113–120. https://doi.org/10.37531/yume.vxix.
- Sugiyono. 2016. Statistika Untuk Penelitian. Jakarta: Alfabeta.
- Sumarwan, Ujang. 2010. Perilaku Konsumen, Teori dan Penerapannya dalam Pemasaran. Bogor: Ghalia Indonesia.
References
Ari, P. (2012). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Pelanggang. Management Analysis Journal, 1(2), 120–128.
Bastian, Jordan., Sugeng Widodo. 2022. Pengaruh Kepercayaan Terhadap Loyalitas Pelanggang Pada Station Sato Petshop Cibinong Kabupaten Bogor. Jurnal Ilmiah Mahasiswa Jimawa, Vol.2, No.1, hal. 29-35.
Ferawati, A. (2022). Pengaruh Strategi Promosi terhadap Keputusan Pembelian Chand’s Mozzarella Corndog Stick. SEIKO : Journal of Management & Business, 5(1), 2022–2524. https://doi.org/10.37531/sejaman.v5i1.1757.
Filardi, F., Freitas, A., Pinto, N., & Silveira, F. (2012). Performance evaluation of family businesses: the strategy of a distributor of veterinary products against its competitors in the focus of the" resource-based view"/Avaliacao do desempenho de empresas familiares: a estrategia de uma distribuidora de produtos veterinarios frente a seus concorrentes sob o enfoque da resource-based view. Revista Eletronica de Estrategia e Negocios, 5(1), 167-200.
Ginanjar, J., Purnomo, M., & Maulina, E. (2021). Entrepreneurial Marketing dan Jejaring Sosial dalam Usaha Kecil: Studi Kasus tentang Bisnis Petshop di Kabupaten Bandung. Organum: Jurnal Saintifik Manajemen dan Akuntansi, 4(2), 90-106.
Hamdani, Agus Umar,. Rakha Luri Mubarak. 2019. Model E-Commerce Dengan Metode Web Engineering Method Untuk Menunjang Pemasaran Produk pada XYZ Pet Shop. Prosiding Sendi_U. Jakarta: Universitas Budi Luhur.
Nurdiansyah, et al,. 2022. Pengaruh Kepuasan Terhadap Loyalitas Nasabah Asuransi. Jurnal Seiko, Vol.5, No.1, hal. 442-450.
Lupiyoadi, Rambat. 2011. Manajemen Pemasaran Jasa. Jakarta: Salemba Empat.
Purba, J. T., & Widjaja, A. E. (2020, June). E-commerce implementation in supporting business services strategy (case study at petshop gifaro evidence). In Journal of Physics: Conference Series (Vol. 1563, No. 1, p. 012012). IOP Publishing.
Purnamasari, E. P., Sumarto, L., & Zailani, A. (2023). ANALYSIS OF THE INFLUENCE OF SALES RETAIL MIX ON CONSUMER SATISFACTION AT THE VIVA PET SHOP OF SUKOHARJO. International Journal of Business, Law, and Education, 4(1), 78-89.
Rahmawati, R. (2014). Pengaruh kepuasan terhadap loyalitas pelanggan (Sebuah kajian terhadap bisnis makanan). Teknobuga, 1(1), 66–79. https://journal.unnes.ac.id/nju/index.php/teknobuga/article/view/6404
Rauf, R., Wijaya, H., & Tari, E. (2022). The Design & Implementation of CRM-Taxi Online in Indonesia. Indonesian Journal of Business and Entrepreneurship, 8(1), 128–135. https://doi.org/10.17358/ijbe.8.1.128
Sheva, A., Nita, N., & Batu, R. L. (2022). Pengaruh Komunikasi Pemasaran Dan Kualitas PelayananPada Loyalitas Pelanggan. YUME : Journal of Management, 5(1), 113–120. https://doi.org/10.37531/yume.vxix.
Sugiyono. 2016. Statistika Untuk Penelitian. Jakarta: Alfabeta.
Sumarwan, Ujang. 2010. Perilaku Konsumen, Teori dan Penerapannya dalam Pemasaran. Bogor: Ghalia Indonesia.