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All Journal Ekono Insentif JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) JURNAL PEMASARAN KOMPETITIF Revitalisasi : Jurnal Ilmu Manajemen Management Studies and Entrepreneurship Journal (MSEJ) JIIP (Jurnal Ilmiah Ilmu Pendidikan) Enrichment : Journal of Management Bubungan Tinggi: Jurnal Pengabdian Masyarakat Jurnal Ilmu Manajemen Profitability Madaniya ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Jurnal Ekonomi JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) LEBAH Jurnal Pelita Ilmu Jurnal Pengabdian Pelitabangsa Innovative: Journal Of Social Science Research Jurnal Pengabdian Bersama Masyarakat Indonesia Pandawa : Pusat Publikasi Hasil Pengabdian Masyarakat
Novi Fitria Hermiati
Universitas Pelita Bangsa
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Journal : Enrichment : Journal of Management

 1 
THE EFFECT OF PROMOTION AND BRAND AWARENESS ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN ECOMMERCE SHOPEE Novi Fitria Hermiati; Afifah Nur Rimadhani; Surya Bintarti; Daspar Daspar
Enrichment : Journal of Management Vol. 12 No. 2 (2022): Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (784.554 KB) | DOI: 10.35335/enrichment.v12i2.555

Abstract

This study aims to examine the effect of promotion on customer satisfaction and customer loyalty, and also to examine the effect of brand awareness on customer satisfaction and customer loyalty, as well as test customer satisfaction on customer loyalty on e-commerce shopee. The sampling method used in this research is probability sampling with purposive sampling technique. The number of samples used was 100 respondents. The population used in this study were students of Pelita Bangsa University Management Study Program class of 2018 who used ecommerce ShopeeThe data obtained was processed using smartPLS (Partial Least Square) software. The tests used are the first outer model analysis inner model analysis, and hypothesis testing. Findings from the structural model there are 4 proven hypotheses and 1 unproven hypothesis. The results of this study prove that the promotion variable has an effect on customer satisfaction, brand awareness has an effect on customer satisfaction, brand awareness has an effect on customer loyalty, and customer satisfaction has an effect on customer loyalty. However, promotion has no effect on customer loyalty.
Co-Authors Afifah Nur Rimadhani Afifah Nur Zahra Amelia Nuraliza Andini Putri Kinanti Anna Wulandari Arief Nugroho Army Cahya Putra Rustamaji Daspar Daspar Dian Rachmawati Afandi Dimas Alfiali Akbar Edri Fauzan Fiqih Maria Rabiatul Hariroh Inna Nisawati Mardiani Maha Putra Maria Rabiatul Hariroh Miftakul Huda Muhammad Arya Rangga Nasrun Baldah Nathania Mega Octavia Silalahi Nining Yuningsih Nugroho, Arief Teguh Nur Azis Nuraini Nuraini Penina Br Siregar Prasetyo Hari Sandi Pupung Purnamasari Retno Purwani Setyaningrum Rina Mutiara Rismawati Rismawati Shidiq Wahyudin Suparno Suparno Surya Bintarti Tio Fahri Dianmas Tri Ayu Oktavani Tri Sofya Ningsih wiji safitri Winda Aprilia Yunita Ramadhani Ratnaningsih Yunita Ramadhani RDS Zakiah Maulidi Putri