Service Marketing Mix (7Ps) sebagai Alat Strategis dalam Mengelola Pelayanan Prima: Systematic Literature Review

Thurain Leo; ⁠Sang Ayu Putu Novi Krisna Dewi KN; RM Syauqi Annuri  SKP; ⁠Raida Namira; ⁠Sarry Handayani; ⁠Sukmawati Eka Suhartiningsih; Acep Rohendi

doi:10.31004/riggs.v5i1.6638

Authors

Thurain Leo Universitas Adhirajasa Reswara Sanjaya
⁠Sang Ayu Putu Novi Krisna Dewi KN Universitas Adhirajasa Reswara Sanjaya
RM Syauqi Annuri SKP Universitas Adhirajasa Reswara Sanjaya
⁠Raida Namira Universitas Adhirajasa Reswara Sanjaya
⁠Sarry Handayani Universitas Adhirajasa Reswara Sanjaya
⁠Sukmawati Eka Suhartiningsih Universitas Adhirajasa Reswara Sanjaya
Acep Rohendi Universitas Adhirajasa Reswara Sanjaya

DOI:

https://doi.org/10.31004/riggs.v5i1.6638

Keywords:

Bauran Pemasaran Jasa, Kepuasan Pelanggan, PRISMA

Abstract

Dalam persaingan global dan percepatan transformasi digital, organisasi sektor jasa menghadapi tekanan dalam memberikan pelayanan prima (service excellence). Service marketing mix (7Ps) dipandang sebagai kerangka dalam mengelola kualitas layanan dan pengalaman pelanggan. Penelitian ini bertujuan untuk menganalisis dan mensintesis penelitian ilmiah terkait peran service marketing mix (7Ps) sebagai alat strategis dalam pengelolaan pelayanan prima di berbagai sektor jasa. Penelitian ini menggunakan pendekatan Systematic Literature Review (SLR) yang disusun berdasarkan pedoman PRISMA. Penelusuran literatur dilakukan pada Februari 2026 melalui basis data Springer, MDPI, Emerald, dan Taylor & Francis. Dari total 1.988 artikel hasil skrining awal, dilakukan proses deduplikasi, penyaringan judul dan abstrak, dan evaluasi kelayakan full-text berdasarkan kriteria inklusi yang telah ditetapkan. Sebanyak lima artikel berkualitas yang terindeks Scopus memenuhi kriteria inklusi. Analisis tematik mengidentifikasi lima tema utama, yaitu: (1) service marketing mix (7Ps) berpengaruh signifikan terhadap kepuasan pelanggan sebagai dasar pelayanan prima; (2) kepuasan pelanggan berperan sebagai mediator utama antara 7Ps dengan loyalitas, niat beli, dan profitabilitas; (3) elemen people, process, dan physical evidence merupakan faktor dalam pencapaian service excellence; (4) pengalaman layanan (service experience) menjadi penentu pelayanan prima pada layanan digital dan berbasis teknologi; dan (5) keseimbangan elemen 7Ps menentukan efektivitas pengelolaan pelayanan prima lintas sektor jasa. Service marketing mix (7Ps) berperan dalam pengelolaan pelayanan prima melalui peningkatan kepuasan dan pengalaman pelanggan.

Downloads

Download data is not yet available.

References

N. Purwanto, N. L. Vani, N. N. Aisyah, D. Salsabila, and N. Setianingrum, “Transformasi digital sebagai inovasi layanan prima BSI kepada nasabah,” Jurnal Ekonomi dan Bisnis Digital, vol. 1, no. 3, pp. 615–617, 2024.

T. Wahyuningsih, H. Syahrani, and E. Paselle, “Pelayanan prima pada Dinas Perpustakaan Kota Samarinda,” E-Journal Administrasi Publik, vol. 8, no. 1, pp. 8776–8785, 2020.

F. A. Romadhon and Z. M. Nawawi, “Analisis strategi marketing mix dalam meningkatkan pengiriman barang dan jasa: Studi pada PT. JNE Express Cabang Patumbak,” Economic Reviews Journal, vol. 1, no. 2, pp. 96–108, 2022.

N. Maleewat, “The influencing effect of the service marketing mix (7Ps) and customer satisfaction on brand trust: Hotel industry in Thailand,” Faculty of Business Administration, Rajamangala University of Technology Krungthep, vol. 7, no. 1, 2023.

N. Kodriana and C. I. Lesmana, “Penerapan strategi marketing mix dalam meningkatkan jumlah nasabah produk tabungan haji di era digital: Studi pada Bank Syariah Indonesia KCP Mojosari,” SAUJANA: Jurnal Perbankan Syariah dan Ekonomi Syariah, vol. 7, no. 1, pp. 108–119, 2025.

T. Hardiyanti, D. Paningrum, and A. B. Sutopo, “Analisis strategi pemasaran (marketing mix) dalam mempertahankan eksistensi bisnis toko oleh-oleh khas Solo,” Indonesian Journal of Innovation Studies, vol. 26, no. 3, pp. 1–9, 2025.

D. Herdiansyah, Pelayanan Prima: Strategi Meraih Sustainable Competitive Advantage di Era Digital. Denpasar: Pustaka Devata, 2025.

A. Niartiningsih et al., “Pengaruh marketing mix 4A terhadap kepuasan dan loyalitas pasien,” Jurnal Spektrum Kesehatan, vol. 1, no. 2, pp. 12–18, 2025.

M. Cholil, “Faktor yang mempengaruhi perilaku peralihan pelanggan: Peran mediasi kepuasan dan kepercayaan pelanggan,” Jurnal Riset Bisnis dan Investasi, vol. 7, no. 3, pp. 125–136, 2021.

V. Mishra and M. P. Mishra, “PRISMA for review of management literature—method, merits, and limitations: An academic review,” in Advancing Methodologies of Conducting Literature Review in Management Domain, pp. 125–136, 2023.

Y. Ananda, E. Rizal, and A. S. Rohman, “Analisis bibliometrik artikel jurnal bidang information quality pada database Scopus menggunakan VOSviewer,” Jurnal Pustaka Budaya, vol. 12, no. 1, pp. 89–109, 2025.

S. D. Elgarhy and L. M. Mohamed, “The influences of services marketing mix (7Ps) on loyalty, intentions, and profitability in the Egyptian travel agencies: The mediating role of customer satisfaction,” Journal of Quality Assurance in Hospitality & Tourism, vol. 24, no. 6, pp. 782–805, 2023.

B. A. Othman, A. Harun, N. M. De Almeida, and Z. M. Sadq, “The effects on customer satisfaction and customer loyalty by integrating marketing communication and after-sale service into the traditional marketing mix model of Umrah travel services in Malaysia,” Journal of Islamic Marketing, vol. 12, no. 2, pp. 363–388, 2020.

C.-I. Ho, Y. Liu, and M.-C. Chen, “Factors influencing watching and purchase intentions on live streaming platforms: From a 7Ps marketing mix perspective,” Information, vol. 13, no. 5, p. 239, 2022.

B. C. Altay, A. Okumuş, and B. A. Mercangöz, “An intelligent approach for analyzing the impacts of the COVID-19 pandemic on marketing mix elements (7Ps) of the on-demand grocery delivery service,” Complex & Intelligent Systems, vol. 8, no. 1, pp. 129–140, 2022.

R. Ravangard, A. Khodadad, and P. Bastani, “How marketing mix (7Ps) affect the patients’ selection of a hospital: Experience of a low-income country,” Journal of the Egyptian Public Health Association, vol. 95, no. 1, p. 25, 2020.

Y. Kusdiana and R. Yulita, “The role of marketing mix (7P) strategy towards customer satisfaction,” INVEST: Jurnal Inovasi Bisnis dan Akuntansi, vol. 5, no. 1, pp. 9–16, 2024.

G. A. Christianti and N. Hasanah, “The influence of marketing mix on customer satisfaction, trust, and loyalty,” Jurnal Ilmiah Manajemen Kesatuan, vol. 13, no. 6, pp. 4249–4260, 2025.

L. Ellitan, “The impact of marketing mix on customer loyalty with customer satisfaction as mediating variable,” World Journal of Advanced Research and Reviews, vol. 19, no. 2, pp. 162–177, 2023.

Rionando and M. Wadud, “The effect of people, process, and physical evidence on customer satisfaction,” Enrichment: Journal of Management, vol. 13, no. 5, pp. 3233–3243, 2023.

C. W. Hidayat, “The influence of mix marketing on decisions for use of online transportation towards global competition,” International Journal of Science, Technology & Management, vol. 2, no. 4, pp. 1154–1163, 2021.

D. P. Hoang, “Customer experience of video teller machine service: Drivers and behavioural outcomes,” International Journal of Bank Marketing, vol. 42, no. 7, pp. 1634–1665, 2024.

R. Jain and S. Jain, “Analyzing and exploring the effectiveness of each element of 7Ps of marketing mix,” International Journal of All Research Education and Scientific Methods (IJARESM), vol. 10, no. 1, 2022.