THE ROLE OF SERVICE MARKETING MIX AND SHIP SERVICE QUALITY TOWARDS PERCEIVED VALUE AND ITS IMPACT TO SHIP PASSENGERaS SATISFACTION IN INDONESIA

Abstract

The purpose of this research is to analyze the implementation of service marketing mix, service quality, perceived value and ship passenger#x2019;s satisfaction.. The observed unit in this research is ship#x2019;s passenger in Indonesia. The research showed that; (1) service marketing mix daesn#x2019;t have partially affects perceived value,(2) service quality on ships partially affects perceived value, (3) service marketing mix and service quality on ships simultaneously affects perceived value, (4) service marketing mix partially affects passenger#x2019;s satisfaction, (5) quality on ships partially affects passenger#x2019;s satisfaction, (6) service marketing mix and service quality on ships simultaneously affects passenger#x2019;s satisfaction, and (7) perceived value affects passenger#x2019;s satisfaction.