The Influence of Brand Image and Promotion Strategy on Customer Satisfaction of Somethinc Skincare Products in Shopee E-Commerce PENGARUH CITRA MEREK DAN STRATEGI PROMOSI TERHADAP KEPUASAN PELANGGAN PADA PRODUK SKINCARE SOMETHINC DI E-COMMERCE SHOPEE Section Articles
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Abstract
Abstract. This study aims to analyze the influence of brand image and promotional strategies on customer satisfaction of Somethinc skincare products on the Shopee e-commerce platform. The growth of e-commerce has transformed consumer behavior, especially in skincare products, which face intense competition. As a local brand, Somethinc is required to build a strong brand image and implement effective promotional strategies to maintain customer satisfaction.
The research employed a quantitative method with a survey of 97 respondents. Data were analyzed using SPSS version 27 through validity, reliability, classical assumption tests, and multiple linear regression with T-tests and F-tests.
The results show that brand image has a positive and significant effect on customer satisfaction, while promotional strategies have a negative and significant effect. Simultaneously, both variables significantly affect customer satisfaction. These findings highlight the importance of a strong brand image and appropriate promotional strategies in enhancing consumer satisfaction.
Abstrak. Penelitian ini bertujuan menganalisis pengaruh citra merek dan strategi promosi terhadap kepuasan pelanggan produk skincare Somethinc di e-commerce Shopee. Perkembangan e-commerce telah mengubah perilaku konsumsi masyarakat, khususnya pada produk skincare yang semakin kompetitif. Somethinc sebagai merek lokal dituntut membangun citra merek yang kuat serta strategi promosi yang efektif untuk menjaga kepuasan pelanggan.
Penelitian ini menggunakan metode kuantitatif dengan survei terhadap 97 responden. Analisis data dilakukan dengan SPSS versi 27 melalui uji validitas, reliabilitas, asumsi klasik, serta regresi linier berganda dengan uji T dan uji F.
Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif signifikan terhadap kepuasan pelanggan, sedangkan strategi promosi berpengaruh negatif signifikan. Secara simultan, keduanya berpengaruh signifikan terhadap kepuasan pelanggan. Temuan ini menegaskan pentingnya citra merek yang kuat dan strategi promosi yang tepat dalam meningkatkan kepuasan konsumen.