Peran Sales Promotion Strategy dan Web Quality terhadap Kepuasan Konsumen
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May 28, 2023
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas website dan strategi pemasaran penjualan terhadap kepuasan konsumen kolektor parfum di kota Bandung. Saat melakukan penelitian semacam ini, variabel diperiksa hubungan sebab akibat menggunakan teknik kuantitatif. Semua 182 responden yang membeli parfum di kota Bandung dijadikan sebagai populasi penelitian. Pendekatan Slovin kemudian digunakan untuk memilih sampel sebanyak 125 responden. Temuan penelitian ini menunjukkan bahwa peningkatan kepuasan pelanggan secara signifikan dipengaruhi oleh dua variabel strategi pemasaran penjualan dan kualitas website. Untuk memuaskan dan menenangkan pelanggan, penelitian ini menawarkan konsekuensi manajerial bagi pelaku bisnis yang ingin menyampaikan informasi tentang barang atau jasa yang ditawarkan melalui media sosial dengan tetap memperhatikan kualitas website.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Fitriyani, F., Hartati, L., & Johan, A. (2023). Peran Sales Promotion Strategy dan Web Quality terhadap Kepuasan Konsumen . Jurnal E-Bis, 7(1), 134-146. https://doi.org/10.37339/e-bis.v7i1.1104
References
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Ramadanty, S. (2020). Sales promotion and brand loyalty through mobile application line official account. Journal of Critical Reviews, 7(17), 1720–1727. https://doi.org/10.31838/jcr.07.17.220
Reza, F. (2016). STRATEGI PROMOSI PENJUALAN ONLINE LAZADA.CO.ID. Jurnal Kajian Komunikasi, 4(1), 64–74. https://doi.org/10.24198/jkk.vol4n1.6
Sinha, S. K. (2018). Impact of sales promotion’s benefits on brand equity: An empirical investigation. Global Business Review, 19(6), 1663–1680. https://doi.org/10.1177/0972150918794977
Štreimikienė, D. (2021). The impact of social media on sales promotion in entertainment companies. E a M: Ekonomie a Management, 24(2), 189–206. https://doi.org/10.15240/tul/001/2021-2-012
Suhendar, A., Asmala, T., & Johan, A. (2022). The Effect of Digital Service Quality on Public Satisfaction through Perception of Ease of Use. Journal of Applied Management and Business Administration, 1(1), 11-20.
Sun, X. (2020). Predictive-Trend-Aware Composition of Web Services with Time-Varying Quality-of-Service. IEEE Access, 8, 1910–1921. https://doi.org/10.1109/ACCESS.2019.2962703
Saputra, G. W., Kurniawati, K., & Putri, T. E. (2022). Pengaruh kualitas pelayanan pemandu museum terhadap kepuasan pengunjung di Museum Geologi Bandung. Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan, 4(11), 5323-5331. https://doi.org/10.32670/fairvalue.v4i11.1820
Tomusange, J. (2019). Consumer satisfaction with round wood utilization in residential buildings. 196.43.133.120. http://196.43.133.120/handle/20.500.12281/6712
Zeybek, Ö. (2021). The effect of sales promotions intensity on volume and variability in category sales of large retailers. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-021-00121-y
Zulu, V. M. (2018). The Impact of Consumer Satisfaction in Small Independent Retailers: The Role of Consumer Experience, Consumer Participation and Consumer Advocacy. In The 2018 Annual Conference of the Emerging Markets
Ahn, T., Ryu, S., & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information and Management, 44(3), 263–275. https://doi.org/10.1016/j.im.2006.12.008
Anbarasi, M. (2019). Online sales promotions of herbal products and its effectiveness towards tanisha.com. Indian Journal of Public Health Research and Development, 10(1), 195–200. https://doi.org/10.5958/0976-5506.2019.00040.8
Arghashi, V., Bozbay, Z., & Karami, A. (2021). An Integrated Model of Social Media Brand Love: Mediators of Brand Attitude and Consumer Satisfaction. Journal of Relationship …. https://www.tandfonline.com/doi/abs/10.1080/15332667.2021.1933870
Asrese, A. S. (2019). Measuring Web Quality of Experience in Cellular Networks. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (Vol. 11419, pp. 18–33). https://doi.org/10.1007/978-3-030-15986-3_2
Chaerudin, S. M., & Syafarudin, A. (2021). The Effect Of Product Quality, Service Quality, Price On Product Purchasing Decisions On Consumer Satisfaction. Ilomata International Journal of Tax and …. https://www.ilomata.org/index.php/ijtc/article/view/202
Chi, T. (2018). Mobile commerce website success: Antecedents of consumer satisfaction and purchase intention. Journal of Internet Commerce. https://www.tandfonline.com/doi/abs/10.1080/15332861.2018.1451970
Chi, T., & Sullivan, Q. (2018). How web site quality affects apparel mobile commerce consumer satisfaction and intent to purchase? A study of Chinese consumers. Chinese Consumers and the Fashion Market. https://link.springer.com/chapter/10.1007/978-981-10-8429-4_3
Fedonin, O., Mozhaeva, T., Simkin, A., & ... (2021). Ensuring Consumer Satisfaction of Products in the Quality System of the Enterprise Based on the Application of the “Consumer’s Risks†method. SHS Web of …. https://search.proquest.com/openview/9ecf2405f5f40d33b9f511a2c11b278f/1?pq-origsite=gscholar&cbl=2040545
Geebren, A., Jabbar, A., & Luo, M. (2021). Examining the role of consumer satisfaction within mobile eco-systems: Evidence from mobile banking services. Computers in Human Behavior. https://www.sciencedirect.com/science/article/pii/S0747563220303319
Guzovski226, M., Smoljić227, M., & Stanić228, M. (2018). SALES PROMOTION IN THE FUNCTION OF CREATING CONSUMER SATISFACTION AND INFLUENCING CONSUMER ATTITUDES. In ERAZ 2018. researchgate.net.
Hu, H. (2020). When to launch a sales promotion for online fashion products? An empirical study. Electronic Commerce Research, 20(4), 737–756. https://doi.org/10.1007/s10660-019-09330-1
Herlina, Loisa, J., & Matius, T. (2021). Pengaruh Model Promosi Flash Sale Terhadap Minat Pembeli Dan Keputusan Pembeli Di Marketplace Online. Manajemen Ekomoni & Akuntansi, 5(2), 1–16.
Huang, C. C. (2019). Effects of a Web-based Health Education Program on Quality of Life and Symptom Distress of Initially Diagnosed Advanced Non-Small Cell Lung Cancer Patients: A Randomized Controlled Trial. Journal of Cancer Education, 34(1), 41–49. https://doi.org/10.1007/s13187-017-1263-y
Jha, S. (2019). Sales promotions for preorder products: The role of time-of-release. Psychology and Marketing, 36(9), 875–890. https://doi.org/10.1002/mar.21242
Jiang, H. (2018). Effects of Internet Sales Promotion on a Differential Advertising Model. Discrete Dynamics in Nature and Society, 2018. https://doi.org/10.1155/2018/8618146
Leonnard, L., Afriza, E. S. D., Paramita, A. S., & ... (2019). The Effect of Augmented Reality Shopping on E-Consumer Satisfaction. Journal of Applied …. https://repository.ipmi.ac.id/588/
Mardiani, G. T. (2020). Sales Promotion System Design with Customer Relationship Management approach at Hotel. In IOP Conference Series: Materials Science and Engineering (Vol. 879, Issue 1). https://doi.org/10.1088/1757-899X/879/1/012032
Nur, A., Sinaga, A. B., & Effendi, C. (2020). PENGARUH PROMOSI OFFLINE DAN ONLINE TERHADAP KEINGINAN UMKM UNTUK BERMITRA DENGAN SMESCO INDONESIA. Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik Dan Komunikasi Bisnis, 4(2), 155. https://doi.org/10.24853/pk.4.2.155-165
Purnama, I. (2020). Pengaruh Promosi Online Dan Endorserment Selebgram Terhadap Minat Beli Konsumen. Youth & Islamic Economic Journal, 1(2), 14–20. Retrieved from https://jurnalhamfara.ac.id/index.php/yie/article/download/76/62
Ramadanty, S. (2020). Sales promotion and brand loyalty through mobile application line official account. Journal of Critical Reviews, 7(17), 1720–1727. https://doi.org/10.31838/jcr.07.17.220
Reza, F. (2016). STRATEGI PROMOSI PENJUALAN ONLINE LAZADA.CO.ID. Jurnal Kajian Komunikasi, 4(1), 64–74. https://doi.org/10.24198/jkk.vol4n1.6
Sinha, S. K. (2018). Impact of sales promotion’s benefits on brand equity: An empirical investigation. Global Business Review, 19(6), 1663–1680. https://doi.org/10.1177/0972150918794977
Štreimikienė, D. (2021). The impact of social media on sales promotion in entertainment companies. E a M: Ekonomie a Management, 24(2), 189–206. https://doi.org/10.15240/tul/001/2021-2-012
Suhendar, A., Asmala, T., & Johan, A. (2022). The Effect of Digital Service Quality on Public Satisfaction through Perception of Ease of Use. Journal of Applied Management and Business Administration, 1(1), 11-20.
Sun, X. (2020). Predictive-Trend-Aware Composition of Web Services with Time-Varying Quality-of-Service. IEEE Access, 8, 1910–1921. https://doi.org/10.1109/ACCESS.2019.2962703
Saputra, G. W., Kurniawati, K., & Putri, T. E. (2022). Pengaruh kualitas pelayanan pemandu museum terhadap kepuasan pengunjung di Museum Geologi Bandung. Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan, 4(11), 5323-5331. https://doi.org/10.32670/fairvalue.v4i11.1820
Tomusange, J. (2019). Consumer satisfaction with round wood utilization in residential buildings. 196.43.133.120. http://196.43.133.120/handle/20.500.12281/6712
Zeybek, Ö. (2021). The effect of sales promotions intensity on volume and variability in category sales of large retailers. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-021-00121-y
Zulu, V. M. (2018). The Impact of Consumer Satisfaction in Small Independent Retailers: The Role of Consumer Experience, Consumer Participation and Consumer Advocacy. In The 2018 Annual Conference of the Emerging Markets