Measuring Customer Satisfaction in an Online Learning Environment A Seven-P Modeling Approach

Abstract

In Indonesia's competitive technology industry, overcoming this challenge requires a strong marketing strategy, especially for online tutoring services. Understanding the influence of the marketing mix model on customer satisfaction perception is crucial for services like Ruangguru. This study used a quantitative approach using causal research methods. Primary data was collected from parents or students who actively use the Ruangguru application in West Java, involving up to 100 respondents. In addition, secondary data is obtained from the source of the document. Data collection techniques are centered on questionnaires. This study used several techniques to analyze the data: 1) validity and reliability tests, 2) testing of classical assumptions, and 3) multiple linear regression analysis. The findings of this study reveal this. Among all 7P marketing mix model elements, only product and process components showed a significant partial effect on service customer satisfaction. The results of the analysis are as follows: Product (X.1) has a value of t = 3.090 with a significant level of 0.003<0.0.5, and Process (X.6) has a value of t = 2.520 with a significant level of 0.013<0.05. Furthermore, the analysis showed that the F value was 6.769 with a significance level of 0.000<0.05. This shows that the marketing mix model (7P) has a collective influence on the dependent variable (Y), accounting for 34% of the variation, thus underlining the significant impact of the marketing mix on customer satisfaction in the context of Ruangguru's online tutoring services.