The Influence of Digital Marketing and Service Quality on Customer Satisfaction at Lion Parcel Expedition Services in Kabanjahe

Sonya Lavigne Octafhya; Dallbert Alpha Lie; Mila Yulia Herosian; Dwita Sakuntala

doi:10.63922/ijebir.v5i03.3536

Sonya Lavigne Octafhya PUI Human Resources Management Research and Innovation Centre, Faculty of Economics, Universitas Prima Indonesia.
Dallbert Alpha Lie PUI Human Resources Management Research and Innovation Centre, Faculty of Economics, Universitas Prima Indonesia.
Mila Yulia Herosian PUI Human Resources Management Research and Innovation Centre, Faculty of Economics, Universitas Prima Indonesia.
Dwita Sakuntala Universitas Pembangunan Panca Budi

DOI: https://doi.org/10.63922/ijebir.v5i03.3536

Keywords: Digital Marketing, Service Quality, Customer Satisfaction

Abstract

This study aims to analyze and map the relationship between digital marketing strategies and service quality on customer satisfaction at Lion Parcel, Kabanjahe branch. Amidst increasingly intense competition in the logistics industry, understanding the factors that drive customer satisfaction is crucial for business sustainability. The research employs an associative quantitative approach to examine the influence between variables. The population for this study includes all customers who transacted during the November 2024 period, totaling 479 individuals. Using the Slovin formula at a specific precision level, a representative sample of 83 respondents was determined. Data collection was conducted through the distribution of questionnaires, which were subsequently processed using statistical analysis. The results indicate that, partially, both digital marketing and service quality have a significant influence on customer satisfaction. Furthermore, simultaneous testing confirms that these two factors together have a positive and significant impact on shaping customer satisfaction at Lion Parcel Kabanjahe. These findings imply the importance of integrating digital-based promotional strategies with operational excellence in physical services to create an optimal customer experience.

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