The Effect of Marketing Strategy and Service Quality on Passenger Satisfaction of PT PELNI during Covid 19 Pandemic

Nanda Aditya Putri Ningsih, Adelia Frisda Aritonang, Hendro Kuntohadi, Astri Rumondang Banjarnahor

Abstract


From the beginning of Covid 19 Pandemic in many countries, it has affected the activity of PT Pelayaran Nasional Indonesia (PELNI) due to the enactment of lockdown regulation in some areas, and it has an impact on reduced intensity of passengers and delivery of goods. In addition, PT. PELNI is a state-owned company engaged in shipping. Currently, only 60% of ships are already operating, and during the pandemic, PT Pelni continues to carry out maintenance on ships which is one of the marketing strategies to provide services so that the satisfaction of the ship passengers are fulfilled. The purpose of this study is to determine the the marketing strategy and the service quality. The quality affects passenger satisfaction. This research was taken using a quantitative method that took 30 respondents with the SPSS technique. The result of this research is that there is a positive and significant influence between the marketing strategy and the service quality on passenger satisfaction.


Keywords


Marketing Strategy, Service Quality, Passenger Satisfaction, Shipping Line, Pandemic

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DOI: https://doi.org/10.25292/atlr.v4i0.465

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