Strategi Promosi dan Brand Image sebagai Faktor Penentu Kepuasan Konsumen Shopee di Era Digital
DOI:
https://doi.org/10.70900/jea.v2i1.91Keywords:
E-commerce, Shopee, Promotion, , Brand Image, Consumer Satisfaction, Marketing StrategyAbstract
The development of e-commerce in the digital era, especially in Indonesia, has experienced rapid growth, with Shopee as one of the most popular platforms. This study aims to analyze the effect of promotion and brand image on Shopee consumer satisfaction. The research method used is quantitative research with purposive sampling technique. The research sample involved Shopee consumers in Bandar Lampung who met certain criteria. The results of the study showed that both promotion and brand image have a significant influence on consumer satisfaction. Effective promotion increases consumer engagement, while a positive brand image strengthens customer loyalty. The promotion and brand image variables together are able to explain 48.2% of the variation in consumer satisfaction. Based on these results, Shopee is advised to improve its promotional strategy, such as attractive offers without minimum spending, and strengthen brand credibility by providing clearer information about the online store. These efforts are expected to increase consumer satisfaction and maintain Shopee's position as the leader of the e-commerce market in Indonesia.
References
Amanah, D. (2011). Pengaruh Promosi dan Brand Image (Citra Produk) Terhadap Loyalitas Pembelian Produk Pepsodent di Ramayana Plaza Jalan Aksara Medan. Jurnal Keuangan & Bisnis, 3(3), 221-233.
Anggraeni, S. T. (2020). Ekuitas Merek dan Kualitas Layanan Terhadap Loyalitas Melalui Kepuasan Konsumen Pengguna Shopee di Jabodetabek.
Astuti, Y. T. S. (2019, September). Pengaruh Strategi Periklanan dan Sales Promotion terhadap Keputusan Pembelian Produk Smartphone Oppo dengan Brand Image sebagai Variabel Moderasi. In SIMBA: Seminar Inovasi Manajemen, Bisnis, dan Akuntansi (Vol. 1).
Cahyani, F. G., & Sitohang, S. (2016). Pengaruh Kualitas Produk, Kualitas Pelayanan dan Harga terhadap Kepuasan Konsumen. Jurnal Ilmu dan Riset Manajemen (JIRM), 5(3).
Handoko, B. (2017). Pengaruh Promosi, Harga, dan Kualitas Pelayanan Terhadap Kepuasan Konsumen pada Titipan Kilat JNE Medan. Jurnal Ilmiah Manajemen Dan Bisnis, 18(1), 61-72.
Istiana, L. F., & Haryanto, R. (2021). Pengaruh Promosi dan Brand Image Terhadap Keputusan Nasabah dalam Memilih Pembiayaan Tabarok pada BPRS Sarana Prima Mandiri Pamekasan. Mabny: Journal of Sharia Management and Business, 1(01), 30-48.
Kurniawan, M., & Hildayanti, S. K. (2019). Analisis Citra Merek, Harga, Pelayanan, dan Promosi Terhadap Kepuasan Konsumen di Kota Palembang (Studi Kasus Konsumen Grab). Jurnal Ecoment Global: Kajian Bisnis dan Manajemen, 4(2), 86-102.
Ramadhani, L., Kurniawati, M., & Rahayu, S. P. (2020). Pengaruh Kualitas Website dan Dimensi Kepribadian Big Five Terhadap Pembelian Impuls Online dengan Promosi Penjualan sebagai Variabel Moderasi. Jurnal Manajemen dan Bisnis Indonesia, 6(2), 120-132.
Sanjaya, S. (2017). Pengaruh Promosi dan Merek Terhadap Keputusan Pembelian pada PT. Sinar Sosro Medan. Jurnal Ilmiah Manajemen Dan Bisnis, 16(2).
Setyarko, Y. (2016). Analisis Persepsi Harga, Promosi, Kualitas Layanan, dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Produk Secara Online. Jurnal Ekonomika dan Manajemen, 5(2), 128-147.
Suryani, S., & Rosalina, S. S. (2019). Pengaruh Brand Image, Brand Trust, dan Kualitas Layanan Terhadap Keputusan Pembelian Ulang dengan Kepuasan Konsumen sebagai Variabel Moderating pada Startup Business Unicorn Indonesia. Journal of Business Studies, 4(1), 41-53.
Gozali, H. (2021). Pengaruh Persepsi Harga, Promosi, dan Kualitas Produk Terhadap Minat Pembelian Merchandise K-Pop Melalui E-Commerce (Studi pada Penggemar K-Pop di KLOSS Surabaya) (Doctoral dissertation, Universitas 17 Agustus 1945 Surabaya).
Ginanti, N. M. L. N., & Wijaya, P. Y. (2022). Efek Online Promotion dan Brand Image terhadap Kepuasan Pembelian. Widya Amrita: Jurnal Manajemen, Kewirausahaan dan Pariwisata, 2(2), 376-387.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Yoyok
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
All publications in Jurnal Ekonomika are licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
