The Effect of Tenant Revitalization and Product Innovation of KM Kelud on Customer Satisfaction of PT. XYZ

This study aims to analyze the effect of tenant revitalization and product innovation on customer satisfaction of KM Kelud ship of PT. XYZ. Tenant revitalization includes improving physical conditions, modernizing facilities, arranging layouts, and increasing comfort and security of tenant areas. Product innovation includes providing new services such as wifi, study on board, tour on board, city on board, and event meeting charter aimed at improving customer experience during sailing. The research method uses a quantitative approach with data collection through questionnaires given to 180 respondents of KM Kelud passengers serving the Jakarta-Batam-Medan route during the 2024 NATARU period. Data analysis uses Structural Equation Modeling (SEM) with the help of SmartPLS 4.0 software. The results of the study show that tenant revitalization and product innovation have a significant effect partially and simultaneously on customer satisfaction. The research model explains 99.4% of the variation in customer satisfaction. The practical implications of this study provide recommendations to PT. XYZ to continue improving service quality through tenant revitalization and product innovation programs to maintain customer loyalty and competitiveness in the Indonesian maritime transportation industry.