Pengaruh Kualitas Pelayanan dan Digital Marketing Terhadap Kepuasan Pelanggan dalam Penggunaan Jasa Ekspedisi di PT Pos Indonesia (Persero) Kota Malang

Authors

  • Wildan Habibie Abdullah Politeknik Negeri Malang Author
  • Lina Budiarti Politeknik Negeri Malang Author
  • Musthofa Hadi Politeknik Negeri Malang Author

DOI:

https://doi.org/10.63822/qtc30027

Keywords:

Service Quality, Digital Marketing, Services

Abstract

This study investigates the impact of service quality and digital marketing on customer satisfaction within the expedition service sector, focusing on PT. Pos Indonesia (Persero) Malang Branch Office. In highly competitive logistics, customer satisfaction is a critical success indicator, directly influenced by service interaction quality and effective digital promotion. The research aims to understand how PT. Pos Indonesia can enhance its service quality and optimize digital marketing strategies to improve customer satisfaction and maintain competitiveness.This study employed a quantitative approach by distributing questionnaires to  customers of PT. Pos Indonesia (Persero) Malang Branch Office. The collected data were then analyzed using multiple linear regression to examine the influence of independent variables on the dependent variable. The population consisted of all customers using the company’s expedition services, with the sample selected through purposive sampling. The results indicated that both service quality and digital marketing had a positive and significant influence on customer satisfaction. Both simultaneously and individually. The coefficient of determination revealed that 77.6% of the variation in customer satisfaction was  explained by the two variables, while the remaining 22.4% was influenced by other factors outside the research model. In conclusion, good service quality and effective digital marketing strategies are crucial factors in enhancing customer satisfaction at PT. Pos Indonesia (Persero) KCU Kota Malang. Therefore, the company is advised to continue investing in improving service quality, both in terms of speed, accuracy, and staff friendliness, as well as developing more innovative digital marketing strategies to reach broader market segments.

References

Afifah, H., Suprapto, A., Andina, N. A., Fuadilah, A., Sitanini, A., & Suwalli. (2023). Pemasaran Jasa. PeMalang: Tiga Cakrawala

Alviana, A., Helena, R. B., Saribanon, E., & Irenita, N. (2024). The Role of Service Quality in Increasing Brand Loyalty through Customer Satisfaction in Expedition Companies in Jakarta in 2024. Advances in Transportation and Logistics Research, 7, 724-737.

Chandra, T., Chandra, S., & Hafni, L. (2020). Service Quality, Consumer Satisfaction, Dan Consumer Loyality : Tinjauan Teoritis. In Angewandte Chemie International Edition, 6(11), 951–952.

Darma, B. (2021). Statistika Penelitian Menggunakan SPSS (Uji Validitas, Uji Reliabilitas, Regresi Linear Sederhana, Regresi Linier Berganda, Uji t, Uji f, R2). Jawa Barat: Guepedia.

Fadhli & Pratiwi. (2021). Pengaruh Digital Marketing, Kualitas Produk, Dan Emosional Terhadap Kepuasan Konsumenposkopi Zio Jombang. Jurnal Inovasi Penelitian, 2(2), 603–612.

Fauzi, A. (2019). Metode Sampling, Jakarta: Universitas Terbuka

Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 Edisi 10. Semarang: Badan Penerbit Universitas Diponegoro.

Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determinasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepercayaan, 3(2), 273–282.

Hardani, Helmina Andriani, Jumari Ustiawaty, Evi Fatmi Utami, Ria Rahmatul Istiqomah, Roushandy Asri Fardani, & Dhika Juliana Sukmana, N. H. A. (2020). Metode Penelitian Kualitatif dan Kuantitatif. Yogyakarta: CV. Pustaka Ilmu, 5(1), 244-411.

Ibrahim, M., & Thawil, S. M. (2019). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 175-182.

Indrasari, M., (2019). Pemasaran dan Kepuasan Pelanggan. Surabaya: Unitomo Press

Inkiriwang, M. V., Ogi, I. W. J., & Woran, D. (2022). Pengaruh Digital Marketing, Kualitas Produk Dan Emosional Terhadap Kepuasan Konsumen Pinky Kitty Shop Tondano. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 587.

Juliana, I. P. A. (2024). Pengaruh Digital Marketing, Citra Merek Dan Kualitas Pelayanan Terhadap Pembelian Ulang Melalui Kepercayaan Pelanggan Pada J&T Express Cabang Duren Sawit Jakarta Timur. Jurnal Ekonomi dan Keuangan (JEK), 6(4).

Kotler, K., & Keller, K. L. (2021). Manajemen Pemasaran edisi 13 jilid 2. Jakarta: Erlangga.

Lesmana, N., Hakim, I., Sanjaya, A., Marsin, I. S., Prasetyo, E., Witiyastuty, H., & Jamal. (2022) Manajemen Pemasaran. Depok: Strategy Cita Semesta

Malik & Zulhijjah. (2022). Pengaruh Kualitas Pelayanan dan Digital Marketing terhadap Kepuasan Pelanggan pada PT. Tiki Jalur Nugraha Ekakurir Cabang Utama Banjarmasin. Jurnal Bisnis Dan Manajemen, 1(2), 99–106.

Mardiatmoko, G. (2020). Pentingnya Uji Asumsi Klasik Pada Analisis Regresi Linier Berganda. Barekeng: Jurnal Ilmu Matematika Dan Terapan, 14(3), 333–342.

Maulana, A. S. B., Wahono, B., & Suharto, M. K. A. B. (2024). Pengaruh Kualitas Layanan, Citra Perusahaan, Dan Kepercayaan Terhadap Kepuasan Konsumen Pengguna Jasa Ekspedisi J&T Express (Studi Pada Mahasiswa FEB Universitas Islam Malang). E-JRM: Elektronik Jurnal Riset Manajemen, 13(01), 2053-2065.

Misidawati, D. N., Darmiono, D., Devi, E. K., Fatimah, S., & Sarwono, S. (2023). The Effect of Digital Marketing Strategy and Service Quality on Customer Satisfaction in the Indonesian E-Commerce Industry. Sinergy International Journal of Management and Business, 1(2), 160–171.

Ngatno., (2018). Manajemen Pemasaran Baru. Semarang: EF Press Digimedia.

Ningtiyas, T. S., (2020). Pengaruh Persepsi Harga, Lokasi Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Jasa Pengiriman Barang. IQTISHA: Dequity Jurnal Manajemen, 2(1), 46–53.

Nur, S. D., Fahrizal, M., & Fitri, S. (2025). Pengaruh Kualitas Pelayanan terhadap Kepuasan Konsumen Pengguna Jasa J&T Express Sibuhuan Kecamatan Barumun Kabupaten Palas. MASMAN Master Manajemen, 3(1), 180-193.

Paramita dan Daniar (2021), Metode Penelitian Kuantitatif, Lumajang: Widya Gama Press.

Poltak, H., Hastutik, S., Sartika, D., Hasan, M., Wardhana, A., Roslan, A. H., & Gunaisah, E. (2021). Dasar-Dasar Manajemen Pemasaran (Konsep dan Strategi Pada Era Digital). Bandung: Cv. Media Sains Indonesia.

Pragosep dan Laksana. (2022). Pengaruh Kualitas Pelayanan dan Harga Terhadap Keputusan Pembelian Pada Idexpress Surabaya. Jurnal Pendidikan Tambusai.

Pribadi, S., Setyawati, A., & Muldiansyah, M. I. (2022). Pengaruh Kualitas Layanan dan Harga terhadap Kepuasan Pelanggan JNE Pusat di Tomang Jakarta Barat. Jurnal Manajemen Bisnis Transportasi Dan Logistik, 8(1), 76.

Satriadi, Wanawir, Hendrayani, E., Siwiyanti, L., & Nursaidah. (2021) Manajemen Pemasaran. Yogyakarta: Penerbit Samudra Biru.

Sigita, D. S., & Al Hakim, Y. R. (2022). The Effect of Service Quality, Digital Marketing and Brand Image on Customer Satisfaction. Studi Ilmu Sosial Indonesia, 2(2), 59–72.

Sodik, S. dan Siyoto, M. A., (2015). Dasar Metodologi Penelitian, Sleman: Literasi Media Publishing.

Stiawan, E., & Ariska, Y. I. (2025). The Effect Of Brand Image, Digital Marketing, Product Quality And Price On Purchasing Decisions Of Indomie Products. 4(1), 41–50.

Sugiyono, (2021). Metode Penelitian Kuantitatif Kualitatif Dan R&D. Bandung : Alphabet.

Wang, Y., Zhang, Z., Zhu, M., & Wang, H. (2020). The Impact of Service Quality and Customer Satisfaction on Reuse Intention in Urban Rail Transit in Tianjin, China. SAGE Open, 10(1), 83-84.

Wibowati, J., (2021). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada PT. Muarakati Baru Satu Palembang. Jurnal Manajemen, 8(2), 15–31.

Widana, I. W., & Muliani, P. (2020). Uji Persyaratan Analisis . Sukdono Lumajang Jawa Timur: Klik Media .

Published

2025-08-27

Issue

Section

Articles

How to Cite

Wildan Habibie Abdullah, Lina Budiarti, & Musthofa Hadi. (2025). Pengaruh Kualitas Pelayanan dan Digital Marketing Terhadap Kepuasan Pelanggan dalam Penggunaan Jasa Ekspedisi di PT Pos Indonesia (Persero) Kota Malang. Jejak Digital: Jurnal Ilmiah Multidisiplin, 1(5), 3508-3523. https://doi.org/10.63822/qtc30027