Clarissa, Cheryl Yuan (2026) ANALISIS PENGARUH MARKETING MIX 7P TERHADAP KEPUASAN PELANGGAN DAN KEPUTUSAN PEMBELIAN ULANG PENGGUNA APLIKASI SHOPEE MENGGUNAKAN METODE PLS-SEM DI KOTA SURABAYA. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
Competition among marketplace platforms in Indonesia requires precise marketing strategies to maintain user satisfaction and loyalty. Shopee, as the marketplace with the highest access rate in Indonesia, still receives complaints regarding service fees, delivery, and promotions that disrupt the user experience. This study aims to determine the relationship between the marketing mix and customer satisfaction and repurchase decisions, as well as the relationship between customer satisfaction and repurchase decisions among Shopee users in Surabaya City. Data were collected through an online questionnaire from 109 Shopee users who had made at least two transactions within the past year, then analyzed using the Partial Least Square Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The results show that product, price, place, people, and process have a significant positive relationship with customer satisfaction, while promotion and physical evidence show no significant relationship. Regarding repurchase decisions, product, price, people, and process have a significant relationship, while place, promotion, and physical evidence show no significant relationship. Customer satisfaction also has a significant positive relationship with repurchase decisions. This model explains 48.8% of the variance in satisfaction and 51.1% of the variance in repurchase decisions. Given that promotion and physical evidence show no significant impact, Shopee is advised to simplify advertisement placement on the application interface and shift its promotional strategy toward a personalization approach based on transaction history to optimize user experience.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Cheryl C Yuan | ||||||||
| Date Deposited: | 01 Sep 2026 03:17 | ||||||||
| Last Modified: | 01 Sep 2026 03:39 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59411 |
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