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All Journal JURNAL BISNIS ADMINISTRASI DAN MANAJEMEN
Sindy Rama Dellla
Sekolah Tinggil Ilmu Ekonomi Aprin Palembang
Economics, Econometrics & Finance Medicine & Pharmacology Transportation

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Pengaruh Strategi Pemasaran Terhadap Kepuasan Pelanggan di PT APM Logistics Palembang Sindy Rama Dellla; Yeri Resika
Albama : Jurnal Bisnis Administrasi dan Manajemen Vol. 19 No. 2 (2026): ALBAMA : Jurnal Bisnis Administrasi dan Manajemen
Publisher : LPPM Akademi Manajemen Administrasi Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56606/albama.v19i2.461

Abstract

The rapid growth of the freight forwarding industry demands logistics companies to minimize delivery delays to maintain customer trust. This study analyzes the effect of Marketing Strategy on Customer Satisfaction at PT APM Logistics Palembang and identifies the marketing mix indicators with the highest customer perception scores. This associative quantitative research included 5,714 active transactions/customers (April 2025–March 2026), with a sample of 100 respondents determined using Slovin's formula and selected via accidental sampling among customers incidentally met at the regional office hub. The study used a valid and reliable Likert-scale questionnaire and analyzed the data using simple linear regression in SPSS. The results show that Marketing Strategy has a positive and significant effect on Customer Satisfaction (???? =? 2.666 + 0.750????). Regional office location reach and visual feasibility of operational fleets achieved the highest mean perception scores. The coefficient of determination of 0.860 indicates that Marketing Strategy explains 86.0% of the variance in Customer Satisfaction in this model. Practical implications recommend that management maintain physical facilities and evaluate operational pickup systems to prevent delivery delays.
Co-Authors Yeri Resika