Efek Online Promotion dan Brand Image terhadap Kepuasan Pembelian

Ni Made Liony Ning Ginanti; Putu Yudy Wijaya

doi:10.32795/vol4wamrtno1th24

Ni Made Liony Ning Ginanti Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
Putu Yudy Wijaya Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: Online Promotion, Brand Image, Purchase Satisfaction

Abstract

This study aims to determine the effect of online promotion and brand image on purchase satisfaction at Shopee Online Shop Indonesia. The population in this study is unlimited Shopee users. Samples were taken as many as 130 respondents who had purchased products at the Shopee online shop. Data were analyzed by multiple linear regression analysis. The results of the analysis show that the online promotion variable has a partial effect on purchase satisfaction at Shopee Online Shop Indonesia, while brand image has no effect on purchase satisfaction at Shopee Online Shop Indonesia. The two independent variables jointly affect the purchase satisfaction variable at Shopee Online Shop Indonesia.

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