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CONFERENCE PROGRAM AND ICGCS 2021

ABSTRACT BOOK

Gender and Economic Activities

The Service Quality and Marketing Mix Influence to

Customer Satisfaction of 14.283.666 Pertamina Petrol

Station by Gender

Johan

Universitas Riau

Petrol station company usually is classified as a trading company to sell fuel to customers.

Petrol stations business in Indonesia nowadays is not only about goods trading company,

furthermore about trading and service combination business. 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. The new concept of Pertamina petrol stations aims to sell fuel and LPG and
deliver services to the customer, such as ATM, car wash, car light repair service, nitrogen

filling, convenience store, toilets, praying area, package shipment food, and beverages,

etc. Petrol station companies with customer-oriented marketing will always observe

consumers' needs, wants, and lifestyle trends. It will fulfill them with the next step of

service value-added. Every service added could be a new challenge or a new business

chance. Since some fuel company’s brands in Indonesia, such as Pertamina, Shell, AKR,

and BP, service value added could be a differentiation tactic and a part of competitive

advantage for the company. The service quality is not the only variable to be analyzed in

this case study, but also the marketing mix. The marketing mix will also be necessary for

petrol station company to be mixed perfectly to maximize customer satisfaction. Some of

the service quality and marketing mix dimensions are strongly related to customer
satisfaction and strengthening the function. 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. It will analyze service quality dimensions intangible,

empathy, reliability, responsiveness, and assurance. The dimensions will be addressed to

all service activities in the retail petrol station business. In contrast, marketing mix

dimensions will be analyzed in 7Ps by product, price, place, promotion, process, people,

and physical evidence. The research area is in 14.283.666 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 14.283.666 Pertamina Petrol

Station and different levels of customer satisfaction by gender perspective in Riau
province. The statistical mean will be compared between female and male customers to

see any difference in significance level. The sample of this study was 14.283.666 petrol

station customers at Riau province, with as many as 200 respondents with probability

sampling methods. At the same time, it was divided into two categories gender, 100

female respondents and 100 male respondents from customers who come to the petrol

station. 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 14.283.666 Pertamina petrol station for increasing customer

satisfaction.

Keywords: Customer Satisfaction; Gender; Marketing Mix; Petrol Station; Service

Quality

Short Biography:

Johan is lecturer at the German language education study program, UNIMA. My

study interests are Applied Linguistics, Interdisciplinary Studies

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