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All Journal Jurnal Riset Ilmiah AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Jurnal Penelitian dan Pengkajian Ilmiah
Sinarwaty
Universitas Halu Oleo
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Kualitas Jasa dan Kepuasan Pelanggan:Sebuah Tinjauan Literatur Sistematis (2019-2025) Sinarwaty; Zamsar Zamsar; Laode Sabara
CENDEKIA : Jurnal Penelitian dan Pengkajian Ilmiah Vol. 3 No. 6 (2026): CENDEKIA : Jurnal Penelitian Dan Pengkajian Ilmiah, Juni 2026
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/cendekia.v3i6.2555

Abstract

Kualitas jasa merupakan salah satu determinan utama dalam membangun kepuasan pelanggan di berbagai sektor industri. Pendekatan SERVQUAL yang dikembangkan Parasuraman, Zeithaml, dan Berry telah menjadi kerangka dominan dalam mengukur kualitas jasa selama lebih dari tiga dekade. Tujuan: Tinjauan literatur sistematis ini bertujuan untuk mengidentifikasi, mengevaluasi, dan mensintesis bukti empiris mengenai hubungan antara dimensi kualitas jasa dan kepuasan pelanggan pada berbagai sektor jasa dalam periode 2019-2025. Metode: Penelitian ini menggunakan pendekatan Systematic Literature Review (SLR) dengan panduan PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses). Pencarian dilakukan pada tiga database utama: Scopus, Web of Science, dan Google Scholar. Kriteria inklusi mencakup artikel jurnal peer-reviewed berbahasa Indonesia dan Inggris, diterbitkan antara 2019-2025, dengan topik utama kualitas jasa dan kepuasan pelanggan. Hasil: Dari total 312 artikel yang diidentifikasi, sebanyak 38 artikel memenuhi kriteria inklusi dan dianalisis secara mendalam. Temuan menunjukkan bahwa dimensi reliability dan assurance konsisten menjadi prediktor terkuat kepuasan pelanggan lintas sektor. Transformasi digital ditemukan sebagai moderator kritis dalam hubungan kualitas jasa-kepuasan pada periode pasca-2020. Kesimpulan: Kualitas jasa terbukti memiliki pengaruh signifikan terhadap kepuasan pelanggan. Diperlukan adaptasi model SERVQUAL untuk mengakomodasi dimensi kualitas jasa digital (e-service quality) dalam konteks bisnis modern.
Merancang dan Mengelola Pemasaran Jasa:Tinjauan Literatur Kontemporer Sinarwaty; Ulfah Lisna Rahayu; Febri Yaningsih
CENDEKIA : Jurnal Penelitian dan Pengkajian Ilmiah Vol. 3 No. 6 (2026): CENDEKIA : Jurnal Penelitian Dan Pengkajian Ilmiah, Juni 2026
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/cendekia.v3i6.2556

Abstract

Pemasaran jasa mengalami perkembangan yang signifikan seiring dengan transformasi ekonomi global menuju sektor berbasis layanan dan digitalisasi. Penelitian ini bertujuan untuk mengkaji secara komprehensif konsep, strategi, dan perkembangan pemasaran jasa melalui pendekatan systematic literature review (SLR). Sumber data diperoleh dari database ilmiah bereputasi seperti Scopus, ScienceDirect, dan Google Scholar dengan rentang publikasi tahun 2019–2025. Sebanyak 25 artikel ilmiah dipilih berdasarkan kriteria inklusi yang telah ditetapkan. Hasil penelitian menunjukkan bahwa pemasaran jasa telah mengalami pergeseran paradigma dari pendekatan tradisional berbasis kualitas layanan menuju pendekatan modern yang berorientasi pada customer experience, value co-creation, dan digital marketing. Kualitas layanan yang diukur menggunakan model SERVQUAL dari A. Parasuraman tetap menjadi fondasi utama dalam menciptakan kepuasan pelanggan, namun tidak lagi cukup tanpa didukung oleh pengalaman pelanggan yang holistik. Selain itu, konsep Service-Dominant Logic yang dikembangkan oleh Stephen Vargo menegaskan pentingnya peran pelanggan sebagai co-creator of value. Digitalisasi juga terbukti meningkatkan efisiensi, personalisasi layanan, serta interaksi pelanggan melalui platform digital. Penelitian ini memberikan kontribusi teoritis dalam pengembangan konsep pemasaran jasa modern serta implikasi praktis bagi organisasi dalam merancang strategi pemasaran jasa yang efektif dan berkelanjutan.
SEGMENTASI PASAR, SELEKSI PASAR SASARAN, DAN POSITIONING PADA INDUSTRI JASA: SUATU TINJAUAN LITERATUR SISTEMATIS Sinarwaty; Vina Mustika Sidiq; Hasir Hasir
SINERGI : Jurnal Riset Ilmiah Vol. 3 No. 5 (2026): SINERGI : Jurnal Riset Ilmiah, Mei 2026
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/sinergi.v3i5.2566

Abstract

This research synthesizes cutting-edge research on market segmentation, target market selection, and positioning in the service industry. The review is designed as a structured qualitative synthesis of Scopus indexed journal article documents published in the period 2020-2026. A total of 1,282 article documents were identified in the early stages. After filtering titles, abstracts, keywords, language, and conceptual suitability, as many as 80 article documents were retained for qualitative synthesis. The findings show that segmentation is the most dominant research stream, while studies that explicitly discuss target market selection are still relatively limited. The literature is heavily concentrated on tourism and hospitality, but meaningful expansion is beginning to emerge in the healthcare, banking, fintech, higher education, retail, and platform-based services sectors. Across the studies examined, segmentation has shifted from static demographic logic to a motivation, value, behavior, and analytics-based approach. Target market selection is increasingly understood as a multi-criteria decision-making issue that must balance market attractiveness, sustainability, and channel suitability. Positioning research emphasizes brand congruence, digital signaling, user-generated content, and differentiated value communication in service encounters. The main contribution of this review is to consolidate fragmented evidence into an integrated STP lens, affirm the dominance of the current tourism context, and propose a future research agenda centered on dynamic segmentation, cross-sector validation, and strengthening the linkages between STP decisions and service performance outputs.
PEMANFAATAN ARTIFICIAL INTELLIGENCE DALAM STRATEGI PEMASARAN JASA UNTUK MENINGKATKAN KEPUASAN PELANGGAN Sinarwaty; Adithia Fitra Wulandari; Yuput Sustira
SINERGI : Jurnal Riset Ilmiah Vol. 3 No. 5 (2026): SINERGI : Jurnal Riset Ilmiah, Mei 2026
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/sinergi.v3i5.2567

Abstract

The rapid development of digital technology, particularly Artificial Intelligence (AI), has significantly transformed service marketing strategies. Service companies are required to deliver fast, accurate, and personalized services to meet increasing customer expectations. This study aims to analyze the utilization of AI in service marketing strategies and its impact on customer satisfaction. The research employs a quantitative approach, with data collected through questionnaires distributed to users of digital-based services. The data are analyzed using descriptive and inferential statistical methods. The results indicate that the use of AI technologies, such as chatbots, recommendation systems, and customer data analytics, has a positive and significant effect on customer satisfaction. This is because AI enhances service speed, information accuracy, and the personalization of customer experiences. Therefore, the implementation of AI in service marketing strategies can be an effective solution to improve service quality and organizational competitiveness. This study is expected to contribute to the development of technology-based service marketing strategies in the digital era.
Memahami Konsep-Konsep Dasar Manajemen Strategis Sebagai Dasar Pengambilan Keputusan Sinarwaty; Riska Y. Saputri; Sitti Ainun Soffijah S; Andi Ratu Alam
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 3 No. 5 (2026): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v3i5.2559

Abstract

Strategic management is a fundamental element in determining the direction and sustainability of an organization amid the increasingly complex dynamics of the business environment. This journal aims to conduct an in-depth examination of the basic concepts of strategic management and its role as the primary foundation for organizational decision-making. The approach used is a qualitative descriptive study based on primary literature sources that discuss the concepts, stages, benefits, and challenges of strategic management. The results of the study indicate that strategic management does not only focus on long-term planning but also encompasses a continuous process involving the scanning of internal and external environments, strategy formulation, implementation, as well as evaluation and control. In the context of decision-making, strategic management helps organizations understand their current position, predict future conditions, and determine the most appropriate actions to achieve their goals. Furthermore, factors such as globalization and environmental sustainability increasingly reinforce the importance of strategic management as a tool for organizational adaptation. Thus, a solid understanding of the fundamental concepts of strategic management will enhance the quality of decisions made and support the organization’s long-term competitive advantage.
Strategi Formulasi: Analisis Situasi dan Strategi Bisnis dalam Menciptakan Keunggulan Bersaing Perusahaan Sinarwaty; Rian Rinaldi; Ikbal Ikbal; Ahmad Adnan Wirapraja
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 3 No. 5 (2026): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v3i5.2560

Abstract

This article presents a comprehensive transformation of Chapter 6 of Strategic Management and Business Policy (2011) into an Indonesian-language scientific journal article format. The chapter focuses on strategy formulation through situational analysis (SWOT and strategic factor summary) and the development of alternative business strategies. Qualitative research methods are used by systematically analyzing the content of Chapter 6 and reorganizing the material into a standard article framework (Introduction, Literature Review, Methods, Results, Discussion, Conclusion, Recommendations, References). The research results synthesize key points: identification of Strengths-Weaknesses-Opportunities-Threats, review of the company's mission and objectives, use of the TOWS Matrix to formulate alternative strategies, and presentation of key business strategies such as cost leadership, differentiation, and focus. The discussion addresses the interpretation of the findings, practical implications for managers, and limitations such as subjectivity in assessing strategic factors. This article attempts to fill the literature gap by presenting a combined framework of strategy tools in the context of Indonesian strategic management.
Co-Authors Adithia Fitra Wulandari Ahmad Adnan Wirapraja Andi Ratu Alam Febri Yaningsih Hasir Hasir Ikbal Ikbal Laode Sabara Rian Rinaldi Riska Y. Saputri Sitti Ainun Soffijah S Ulfah Lisna Rahayu Vina Mustika Sidiq Yuput Sustira Zamsar Zamsar