DARI PROMOSI KE LOYALITAS: MENYELAMI PENGARUH BRAND IMAGE PADA KEPUASAN PELANGGAN SHOPEE
DOI:
https://doi.org/10.70900/jea.v2i1.87Keywords:
Gen Z, Financial, Internal locus of control, Management behaviorAbstract
This study aims to analyze the influence of promotion and brand image on consumer satisfaction in e-commerce Shopee. In the rapidly evolving digital era, effective promotion and a positive brand image are key factors in attracting and retaining customers. This research employs a quantitative approach with a survey of Shopee users. The data collected are analyzed using statistical techniques to identify the relationships between the variables. The results indicate that both promotion and brand image have a significant impact on consumer satisfaction.
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