<![CDATA[This study aims to analyze the effect of digital marketing and service quality on member satisfaction at KSP Wurin Bura Gere Maumere. The study employed a quantitative survey approach. The population consisted of 38 members, all of whom were included as respondents using saturated sampling. Data were collected through questionnaires, observation, and documentation and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination. The results show that respondents' perceptions of digital marketing, service quality, and member satisfaction were 72.43, 73.11, and 72.17, respectively, all categorized as good. Partially, digital marketing had a significant effect on member satisfaction (B=0.924; t=8.364; Sig.=0.000), while service quality did not have a significant effect (B=0.088; t=1.421; Sig.=0.164). Simultaneously, digital marketing and service quality significantly affected member satisfaction (F=134.355; Sig.=0.000). The correlation coefficient was 0.941 and R² was 0.885, indicating that the two independent variables explained 88.5% of the variation in member satisfaction, while 11.5% was explained by other factors outside the model.]]>
Copyrights © 2026
