Pengaruh Digital Marketing, Kualitas Pelayanan dan Potongan Harga terhadap Kepuasan Konsumen pada Marketplace Shopee.

Yuliansari, Riska (2025) Pengaruh Digital Marketing, Kualitas Pelayanan dan Potongan Harga terhadap Kepuasan Konsumen pada Marketplace Shopee. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

In the era of increasingly advanced digital marketing, marketplace platforms like Shopee have become one of the primary solutions for Indonesians to meet their online shopping needs. This study aims to analyze the factors influencing digital marketing, service quality, and discounts in increasing customer satisfaction and building sustainable online shopping habits on Shopee. Data were collected through a preliminary survey of 25 respondents and a literature review related to consumer behavior and digital marketing strategies. The results show that ease of access, platform interactivity, transaction security, and significant promotions such as discounts and loyalty programs significantly influence user trust and satisfaction. Furthermore, discount strategies, product variety, and friendly customer service features are also important factors in establishing customer loyalty and consumer habits. Obstacles still encountered include dissatisfaction with product quality and slow customer service responses. This study confirms that the combination of innovative digital marketing strategies and attractive price offers can drive increased customer satisfaction and strengthen sustainable online shopping habits on the Shopee platform. The ultimate goal is to create a safe, convenient, and satisfying shopping experience, thereby strengthening Shopee's position in the Indonesian e-commerce market.

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