Pengaruh Sistem Informasi Pemasaran dan Kualitas Pelayanan Terhadap Kepuasan Konsumen
DOI:
https://doi.org/10.59086/jam.v3i2.489Keywords:
Sistem Informasi Pemasaran, Kualitas Pelayanan, Kepuasan KonsumenAbstract
This study aims to examine the effect of the Marketing Information System and service quality on customer satisfaction at PT. Kerata Api Indonesia Divre I North Sumatra Medan. The population is all customers of PT. Kereta Api Divre I North Sumatra Medan with a sample of 100 people selected randomly. This study confirms that both the Marketing Information System and service quality have a significant effect on customer satisfaction. An effective combination of these two elements can create an extraordinary customer experience, increase customer satisfaction and loyalty, and provide a sustainable competitive advantage for the company. SIP allows companies to collect and analyze consumer data in more depth, which helps in understanding their needs and preferences. High service quality, including fast responsiveness and effective solutions to customer problems, directly increases customer satisfaction.
Penelitian ini bertujuan untuk menguji pengaruh system Informasi pemasaran dan kualitas pelayanan terhadap kepuasan konsumen pada PT. Kerata Api Indonesia Divre I Sumatera Utara Medan. Populasi adalah seluruh pelanggan PT. Kereta Api Divre I Sumut Medan dengan sampel sebanyak 100 orang yang dipilih secara acak. Penelitian ini menegaskan bahwa baik Sistem Informasi Pemasaran maupun kualitas pelayanan memiliki pengaruh yang signifikan terhadap kepuasan konsumen. Kombinasi yang efektif dari kedua elemen ini dapat menciptakan pengalaman pelanggan yang luar biasa, meningkatkan kepuasan dan loyalitas konsumen, serta memberikan keunggulan kompetitif yang berkelanjutan bagi perusahaan. SIP memungkinkan perusahaan untuk mengumpulkan dan menganalisis data konsumen secara lebih mendalam, yang membantu dalam memahami kebutuhan dan preferensi mereka. Kualitas pelayanan yang tinggi, termasuk responsivitas yang cepat dan solusi yang efektif terhadap masalah pelanggan, secara langsung meningkatkan kepuasan konsumen.
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