The Importance of Marketing Mix in Customer Satisfaction

Oct 13, 2025 by wbrum.org 95 views

Introduction

PT. Jamsostek (Persero) is a social insurance institution that plays a vital role in providing protection to workers in the formal sector, helping them overcome various social and economic risks. In an effort to increase customer satisfaction, it is crucial for PT. Jamsostek to implement an effective marketing mix strategy. The marketing mix, consisting of seven key elements (7P), namely products, prices, places, promotions, people, processes, and physical evidence, are essential tools used by management to achieve organizational goals in meeting customer needs and desires.

The Importance of Marketing Mix in Customer Satisfaction

Marketing mix is a crucial concept in marketing that involves the combination of various elements to create a unique marketing strategy. The elements of marketing mix are interrelated and work together to achieve the organization's goals. In the context of PT. Jamsostek (Persero), the marketing mix elements can be used to increase customer satisfaction by providing high-quality products, competitive prices, convenient places, effective promotions, skilled people, efficient processes, and physical evidence that reflects the organization's image.

Research Methodology

This study aims to analyze the effect of elements in marketing mix on customer satisfaction of PT. Jamsostek (Persero) Binjai Branch. The type of research conducted is associative research, which aims to determine the relationship between two or more variables. To analyze data, SPSS 16 software is used by utilizing primary and secondary data obtained from 91 respondents through the stratified random sampling method. The data was analyzed using multiple linear regression tests, T tests, and F tests.

Results of the Analysis

The results of the analysis showed that simultaneously, the elements in marketing mix had a significant effect on customer satisfaction, with a calculated F value of 1009,331 which was much greater than the F table value of 2,0347. This indicates that the combination of all elements in marketing mix can increase overall customer satisfaction. Partially, product elements, prices, people, and processes have a very significant influence on customer satisfaction, which is indicated by a t value greater than 1,966. Meanwhile, promotion does not show a significant effect with the lowest coefficient value of 0.052.

Discussion of the Results

The R² value of 67.1% indicates that around 67.1% variations in customer satisfaction can be explained by variables in the marketing mix, while the other 32.9% are influenced by other variables that are not analyzed in this study. Among all the variables studied, the process variable is proven to have the greatest influence on customer satisfaction, with a coefficient value of 0.478, shows that the quality and smoothness of the service process greatly affects the customer satisfaction of PT. Jamsostek (Persero).

Implications of the Study

By understanding the effect of each element of marketing mix, PT. Jamsostek (Persero) Binjai Branch can develop a better strategy in providing services to customers. Focus on increasing elements that have a significant effect such as the process and pay attention to products and prices will help in increasing overall customer satisfaction. Promotion also needs to be evaluated and developed in order to have a more positive impact on customer satisfaction in the future. Thus, this research becomes important for PT. Jamsostek (Persero) to understand and implement marketing mix strategies that can effectively increase customer satisfaction.

Conclusion

In conclusion, this study has shown that the marketing mix elements have a significant effect on customer satisfaction of PT. Jamsostek (Persero) Binjai Branch. The results of the analysis indicate that the combination of all elements in marketing mix can increase overall customer satisfaction. The process variable is proven to have the greatest influence on customer satisfaction, and the organization should focus on increasing this element to improve customer satisfaction. The study also highlights the importance of promotion in increasing customer satisfaction, and the organization should evaluate and develop this element to have a more positive impact on customer satisfaction in the future.

Recommendations

Based on the findings of this study, the following recommendations are made:

PT. Jamsostek (Persero) Binjai Branch should focus on increasing the process variable to improve customer satisfaction.
The organization should pay attention to products and prices to increase customer satisfaction.
Promotion should be evaluated and developed to have a more positive impact on customer satisfaction in the future.
The organization should consider using other marketing mix elements, such as physical evidence, to increase customer satisfaction.

Limitations of the Study

This study has some limitations that should be noted. The study was conducted at PT. Jamsostek (Persero) Binjai Branch, and the results may not be generalizable to other branches or organizations. The study also used a stratified random sampling method, which may not be representative of the entire population. Additionally, the study only analyzed the effect of marketing mix elements on customer satisfaction and did not consider other factors that may influence customer satisfaction.

Future Research Directions

Future research should consider the following directions:

Conducting a study on the effect of marketing mix elements on customer satisfaction in other branches or organizations.
Using a different sampling method, such as convenience sampling, to increase the representativeness of the sample.
Analyzing the effect of other factors, such as customer demographics and behavior, on customer satisfaction.
Conducting a study on the effect of marketing mix elements on customer loyalty and retention.

Conclusion

Q: What is the marketing mix, and how does it affect customer satisfaction?

A: The marketing mix is a combination of seven key elements (7P) that are used by management to achieve organizational goals in meeting customer needs and desires. The elements of marketing mix are products, prices, places, promotions, people, processes, and physical evidence. The marketing mix has a significant effect on customer satisfaction, as it helps to create a unique marketing strategy that meets the needs and desires of customers.

Q: What are the key elements of the marketing mix, and how do they affect customer satisfaction?

A: The key elements of the marketing mix are:

Products: The quality and features of the products offered by the organization.
Prices: The prices of the products offered by the organization.
Places: The locations where the products are sold.
Promotions: The advertising and promotional activities used to promote the products.
People: The skills and knowledge of the employees who interact with customers.
Processes: The efficiency and effectiveness of the processes used to deliver the products and services.
Physical Evidence: The physical environment and appearance of the organization.

Each of these elements has a significant effect on customer satisfaction, and the organization should focus on increasing the elements that have a significant effect.

Q: What is the process variable, and how does it affect customer satisfaction?

A: The process variable refers to the efficiency and effectiveness of the processes used to deliver the products and services. The process variable has a significant effect on customer satisfaction, as it helps to create a smooth and efficient experience for customers. The organization should focus on increasing the process variable to improve customer satisfaction.

Q: What is the role of promotion in increasing customer satisfaction?

A: Promotion plays a significant role in increasing customer satisfaction, as it helps to create awareness and interest in the products and services offered by the organization. The organization should evaluate and develop its promotional activities to have a more positive impact on customer satisfaction.

Q: How can the organization increase customer satisfaction using the marketing mix?

A: The organization can increase customer satisfaction by:

Focusing on increasing the process variable to improve the efficiency and effectiveness of the processes used to deliver the products and services.
Paying attention to products and prices to increase customer satisfaction.
Evaluating and developing promotional activities to have a more positive impact on customer satisfaction.
Considering using other marketing mix elements, such as physical evidence, to increase customer satisfaction.

Q: What are the limitations of this study, and how can they be addressed in future research?

A: The study has some limitations, including:

The study was conducted at PT. Jamsostek (Persero) Binjai Branch, and the results may not be generalizable to other branches or organizations.
The study used a stratified random sampling method, which may not be representative of the entire population.
The study only analyzed the effect of marketing mix elements on customer satisfaction and did not consider other factors that may influence customer satisfaction.

Future research should consider using a different sampling method, such as convenience sampling, to increase the representativeness of the sample. Additionally, future research should analyze the effect of other factors, such as customer demographics and behavior, on customer satisfaction.

Q: What are the implications of this study for PT. Jamsostek (Persero) Binjai Branch?

A: The study has significant implications for PT. Jamsostek (Persero) Binjai Branch, as it highlights the importance of the marketing mix in increasing customer satisfaction. The organization should focus on increasing the process variable to improve customer satisfaction and consider using other marketing mix elements, such as physical evidence, to increase customer satisfaction.

Q: What are the recommendations for PT. Jamsostek (Persero) Binjai Branch based on the findings of this study?

A: Based on the findings of this study, the following recommendations are made:

PT. Jamsostek (Persero) Binjai Branch should focus on increasing the process variable to improve customer satisfaction.
The organization should pay attention to products and prices to increase customer satisfaction.
Promotion should be evaluated and developed to have a more positive impact on customer satisfaction in the future.
The organization should consider using other marketing mix elements, such as physical evidence, to increase customer satisfaction.

By implementing these recommendations, PT. Jamsostek (Persero) Binjai Branch can increase customer satisfaction and improve its overall performance.