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Dewi Pertiwi
Institut Teknologi Adhi Tama Surabaya
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Journal : Jurnal Riset Bisnis dan Manajemen

 1 
MAXIMIZING CUSTOMER VALUE AND CORPORATE IMAGE THROUGH STRATEGIC MARKETING AND DISTRIBUTION IN PUBLIC WATER SERVICES Pertiwi, Dewi
Jurnal Riset Bisnis dan Manajemen Vol. 18 No. 2 (2025): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v18i2.23925

Abstract

Regional Drinking Water Company (PDAM) aims to support regional and national development by providing clean, healthy drinking water, unlike profit-oriented private companies. This study examines the impact of PDAM’s marketing and distribution strategies on customer value and its implications for corporate image in the Bandung Metropolitan Area. The research uses descriptive and verificative methods, with data collected through interviews, questionnaires, observations, and literature reviews. Cluster random sampling was applied to select respondents, and data analysis employed Structural Equation Modeling (SEM). Results reveal that the marketing and distribution strategies, customer value, and corporate image of PDAM are generally suboptimal. Both marketing and distribution strategies significantly influence customer value, both simultaneously and partially. Additionally, customer value has a positive effect on corporate image. These findings highlight the critical role of improving marketing and distribution efforts to enhance customer satisfaction and strengthen PDAM's corporate image in the Bandung Metropolitan Area
Co-Authors Abdi Hakiki Achmad Jaelani Agusdini, Theresia Maria Ahmad Wahyu Setiawan Alifa, Asyika Nur Apriyanto, Arie Fauzi Ari Gandhi Sabban Arifin, Moch.Ali Arintha Indah Dwi Syafiarti Arsid Awalya, Rahmannisa Syifa Bantot Sutriono, Bantot Boedi Wibowo Budi P, Atik Christin Mardiana Chriswanto, Evelyn Jennis Clarence, Johann Dewi Astuti Diah Listyaningsih Dita Kamarul Fitriyah Dumilah, Jelita Retno Eka Susanti Eka Susanti Eka susanti Endang Kasiati Farchan, Muchamad FAUZI, HARIS Felicia Tria N Ferdian Adhitia Ferdian Adhitia Ananda Gemiartha, Celine Morgan Godwin, Danniel Tristano L. Gunawan, Marvel Gustiaranti, Audrey Agdennia Hakiki, Abdi Hapsari, Rachel Cintantya Hayat, Nurul Hendrik Kusuma Atmaja Heri Istiono Ibram Bramasta Arifin Ihsanul Hafiz Indra Komara, Indra Indra Sari, Hastuti Istiono, Heri Jaka Propika Jaka Propika Jenny Caroline Kartiko, Andi Susilo Katili, Kevin Khoir, Fatihul Kurnia Hadi P Kurnia Hadi Putra Kurniawan, Mochammad Rizky Laelawati, Kania Mahendra Nata, Eric Vianto Maulana Maulana, Maulana Melinda, Graceline Michella Beatrix Mila Kusuma Wardani Muhammad Risky Mahensa Muliadji, Adelia MULYADI Natalia, Vicencia Giovenna Nur Laelatul Fadiyah Nurul Rochmah Ori Feizal Qirom Pratama, Eric Prayogo, Nathania Cherryl Qirom, Ori Feizal Rahardjo, Richie Farandy Rahmalia Salma Rahmasari, Anggraeni Rio Andri Ansyah Risky Murinda Risqy K, Rachmad Ryanditama Pramudya Santoso, Nicholas Adi Sekartadji, Ratih Setiadiwiria, Mahersya Christiani Siti Choiriyah Sofian, Merviona Sugianto, Kenneth Suprapto, Widjojo Teguh, Ansella Jovita Theresia Maria CA Theresia Maria CA Theresia MCA Triaswati MN Triaswati Triaswati Wahyu Setiawan, Ahmad Wijaya, Feysya Sandrina Wiranata, Destya Wongso, Samuel Alfred Yanisfa Septiarsilia