The Service Quality and Marketing Mix Influence to Customer Satisfaction of Pertamina Petrol Station

Abstract

Petrol station company usually is classified as a trading company to sell fuel to customers. The service quality variable is as important as the goods (fuel) trading. The company should serve customer's needs and wants in the petrol station business as a comprehensive trading and service operation. That is why the writer tries to research service quality and marketing mix influence related to customer satisfaction in a Pertamina petrol station but will be viewed by gender perspective, how they are treated and valued by female and male customers.The research area is in Pertamina petrol station in Riau province. This study aims to see the significance level of influence of service quality and marketing mix variables related to customer satisfaction in  Pertamina Petrol Station and different levels of customer satisfaction by gender perspective in Riau province. The sample of this study was petrol station customers at Riau province, with as many as 200 respondents with probability sampling methods.Data were processed using structural equation modeling (SEM) statistic Smart PLS. The findings revealed that there was a positive influence of service quality on customer satisfaction. There was a positive influence of the marketing mix on customer satisfaction. The significance level of customer satisfaction difference by gender showed that the level of satisfaction of male customers (3.89) was higher than female customers (3.77). Therefore, excellent service quality and a better marketing mix are essential in the petrol station business at  Pertamina petrol station for increasing customer satisfaction.