Putra, Muhammad Firdaus Kusuma (2026) Analisis Implementasi Marketing Mix 7P's dan Service Quality Terhadap Customer Satisfaction Serta Customer Loyalty Pada Perusahaan Kontraktor HVAC PT ABC. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh implementasi Marketing Mix 7P’s dan Service Quality terhadap Customer Satisfaction serta dampaknya pada Customer Loyalty pada perusahaan kontraktor HVAC PT ABC. Fluktuasi pendapatan serta tingginya persaingan industri B2B pada sektor fasilitas kesehatan menuntut perusahaan untuk merumuskan strategi pemasaran dan operasional yang efektif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode SEM-PLS melalui penyebaran kuesioner berbasis skala Likert kepada 80 responden instansi Rumah Sakit (Kelas A, B, dan C) di Jawa Timur yang telah bermitra minimal tiga tahun. Analisis data dilakukan dengan teknik statistik deskriptif dan pengujian hipotesis untuk mengukur hubungan kausalitas antarvariabel yang diteliti. Hasil penelitian menunjukkan bahwa Marketing Mix 7P’s dan Service Quality berpengaruh positif dan signifikan terhadap Customer Satisfaction serta Customer Loyalty. Keaslian produk, kejelasan company profile, serta keandalan garansi purna jual dan layanan pemeliharaan berkala menjadi pendorong utama kepuasan pelanggan. Selanjutnya, Customer Satisfaction terbukti berpengaruh kuat dan signifikan secara langsung terhadap pembentukan Customer Loyalty, yang terwujud dalam komitmen perpanjangan kontrak kerja sama (repeat order) dan kesediaan memberikan rekomendasi (referral). Implikasi manajerial mengarahkan PT ABC untuk menerapkan strategi Account-Based & Retention Marketing melalui paket Annual Maintenance Contract (AMC) serta pembentukan tim respon cepat berbasis Service Level Agreement (SLA).
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This study aims to analyze the effect of the implementation of the Marketing Mix 7P's and Service Quality on Customer Satisfaction and its impact on Customer Loyalty at the HVAC contractor company PT ABC. Revenue fluctuations and high competition in the B2B industry in the healthcare facility sector require companies to formulate effective marketing and operational strategies. This study uses a quantitative approach with the SEM-PLS method by distributing Likert-scale questionnaires to 80 respondents from hospital institutions (Class A, B, and C) in East Java who have been partners for at least three years. Data analysis was carried out using descriptive statistical techniques and hypothesis testing to measure the causal relationship between the variables studied. The results show that the Marketing Mix 7P's and Service Quality have a positive and significant effect on Customer Satisfaction and Customer Loyalty. Product authenticity, clarity of the company profile, and the reliability of after-sales warranty and regular maintenance services are the main drivers of customer satisfaction. Furthermore, Customer Satisfaction is proven to have a strong and significant direct influence on the formation of Customer Loyalty, which is manifested in the commitment to extend cooperation contracts (repeat orders) and the willingness to provide recommendations (referrals). Managerial implications direct PT ABC to implement an Account-Based & Retention Marketing strategy through an Annual Maintenance Contract (AMC) package and the formation of a rapid response team based on a Service Level Agreement (SLA).
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | HVAC, Marketing Mix 7P’s, Customer |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation H Social Sciences > HD Industries. Land use. Labor > HD69.S8 Strategic alliances (Business) H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing T Technology > T Technology (General) |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Muhammad Firdaus Kusuma Putra |
| Date Deposited: | 07 Aug 2026 02:56 |
| Last Modified: | 07 Aug 2026 02:56 |
| URI: | http://repository.its.ac.id/id/eprint/143229 |
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