Hutasoit, Yanti Grace (2024) Pengaruh Marketing Mix Dan Electronic Word Of Mouth Terhadap Consumer Satisfaction Pada E-Commerce Shopee Live (Studi Pada Konsumen The Originote Di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The current development of technology and digital transformation has brought significant changes, one of which is the transformation in shopping behavior. Similarly, in the competitive beauty industry, The Originote, as the subject of this research, has successfully utilized Shopee Live as platform for marketing its products. This study aims to identify and understand the influence of the Marketing Mix and Electronic Word of Mouth on Consumer Satisfaction in Shopee Live E-commerce (A Study on The Originote Consumers in Surabaya City). The research method is quantitative, using a questionnaire distributed to 160 respondents. The research population consists of The Originote product consumers residing in Surabaya City in 2023, selected through purposive sampling. The data analysis method used is multiple linear regression.. The results of this research are as follows: 1) The marketing mix variables, consisting of product, price, promotion, and place, along with the electronic word of mouth variable, collectively influence consumer satisfaction with The Originote products in Surabaya City on Shopee Live. 2) Product, partially, has a positive but not significant impact on consumer satisfaction with The Originote products in Surabaya City on Shopee Live. 3) Price, partially, has a significant positive impact on consumer satisfaction with The Originote products in Surabaya City on Shopee Live. 4) Promotion, partially, has a negative but not significant impact on consumer satisfaction. 5) Place, partially, has a positive but not significant impact on consumer satisfaction with The Originote products in Surabaya City on Shopee Live. 6) Electronic Word of Mouth, partially, has a significant positive impact on consumer satisfaction with The Originote products in Surabaya City on Shopee Live. Keywords: Marketing Mix, Product, Price, Promotion, Place, Electronic Word of Mouth, Consumer Satisfaction
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Yanti Grace Hutasoit | ||||||||
| Date Deposited: | 18 Mar 2024 08:21 | ||||||||
| Last Modified: | 18 Mar 2024 08:21 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21480 |
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