Pengaruh relationship marketing dan kualitas pelayanan terhadap kepuasan mitra sewa ruang

Abstract

Purpose: This research aims to determine the effect of relationship marketing and service quality on the satisfaction of space rental partners.

Methodology/approach: This research was conducted at PT Angkasa Pura II Lampung with space rental partners at Radin Inten Airport. This type of research is quantitative with multiple linear regression analysis methods and processed using SPSS software. Data collection was carried out using a questionnaire.

Results/findings: Based on partial research results, relationship marketing has a significant positive influence on the satisfaction of space rental business partners. And the service quality variable has a significant positive influence on the satisfaction of space rental business partners. Meanwhile, simultaneously, relationship marketing and service quality have a significant effect on the satisfaction of space rental business partners.

Limitations: The limitations in this research are time and the lack of research variables, causing the results to not include other factors that influence the satisfaction of space rental partners.

Contribution: This research contributes to space rental business management by offering insights to increase partner satisfaction through relationship marketing strategies and service quality. In addition, this research enriches literature in the field of marketing and management, and can be used as a reference in developing public policies that support the space rental sector.