THE EFFECT OF MARKETING MIX, PRODUCT INNOVATION AND SERVICE QUALITY ON CONSUMER SATISFACTION AT PERUMDAM TIRTA YAPONO, AMBON CITY

Abstract

This study aims to analyze the effects of marketing mix, product innovation, and service quality on customer satisfaction at Perumdam Tirta Yapono Ambon City. The research employed a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to 52 customers selected using purposive sampling. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 25. The results indicate that marketing mix, product innovation, and service quality have a positive and significant effect on customer satisfaction, both partially and simultaneously. The Adjusted R Square value of 0.704 shows that 70.4 percent of the variation in customer satisfaction is explained by the three independent variables, while the remaining proportion is influenced by other factors outside the model. Service quality emerged as the most dominant factor affecting customer satisfaction. These findings emphasize the importance of improving service quality, sustaining innovation, and implementing effective marketing strategies in regional water utility management.

Keywords: Customer Satisfaction; Marketing Mix; Product Innovation; Service Quality