Pengaruh Brand Image dan Online Promotion terhadap Kepuasan Konsumen Tokopedia
Studi Pada Konsumen E-commerce Tokopedia Di Kota Gianyar
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
brand image, online promotion, kepuasan konsumenAbstract
The problem formulation and purpose in this study is to find out the influence of brand image and online promotion on Tokopedia's consumer satisfaction in the Gianyar city area. The population in this study is infinite with an uncertain known number. The samples used in this study were 100 respondents determined by purposive sampling techniques. The data in this study went through library studies, questionnaire dissemination and subsequent tests using regression analysis techniques and significant tests. Based on the research results it can be seen that Brand image and Online promotion have a positive and significant effect on consumer satisfaction. The effect of free variables on consumer satisfaction was 60.7%. Looking at the results of the study, Tokopedia is expected to maintain the confidence of consumers who have seen Tokopedia so positively, so that consumers who have put that trust in it can still make Tokopedia a reliable online shopping choice and also the shop can provide more guidance or information.This article discusses how to optimize existing promotions, including tips to make wise use of existing promotions.
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