ONLINE MARKETING STRATEGY ON BRAND IMAGE IMPACT ON CUSTOMER SATISFACTION IN PANAI HILIR DISTRICT ARTIKEL ILMIAH

Dewi Husnida, NPM 1901300154 (2023) ONLINE MARKETING STRATEGY ON BRAND IMAGE IMPACT ON CUSTOMER SATISFACTION IN PANAI HILIR DISTRICT ARTIKEL ILMIAH. Tugas_ Akhir (Artikel) : International Journal of Quantitative Management (IJQM), 1 (1). pp. 21-32.

	Text COVER.pdf Download (478kB)
	Text ARTIKEL.pdf Download (283kB)

Abstract

Online shopping satisfaction is a new trend that is occurring in various Indonesian communities, both urban and regional. Online shopping is an option for modern people who want to shop without having to come to a location, but simply through an internet-based application, consumers can directly choose and buy the needs they want. The aim of this research is to determine online marketing strategies, brand image and brand associations and their impact on online shopping satisfaction in Panai Hilir District, Labuhanbatu Regency. The method for determining population and samples generally uses Maximum Likehood Estimation (MLE), the number of samples in the survey ranges from 100-200 samples. So the sample set was 100 samples. So the target sample is people who live in Panai Hilir District, Labuhanbatu Regency. The sampling technique uses accidental sampling (ie any respondent who coincidentally meets the researcher in the field). The scale technique used by the author chose a Likert scale. Meanwhile, for data analysis techniques in solving problems using the Smart PLS v.4.0 application to predict the model tested in the research. Based on the results obtained, it can be concluded that 1) online shopping satisfaction occurs naturally even in remote areas, as long as the network supports it, online marketing strategies will influence consumer behavior; 2) online marketing strategies have a positive and significant influence on customer satisfaction in Panai Hilir District; 3) brand image has a positive and significant influence on customer satisfaction in Panai Hilir District and 4) brand association has an influence on customer satisfaction in Panai Hilir District. The majority of consumers who shop online are women. It cannot be denied that shopping is synonymous with women . Keywords: Online Marketing, Brand Image, Brand Association, Customer Satisfaction.

Item Type:	Article
Uncontrolled Keywords:	Online Marketing, Brand Image, Brand Association, Customer Satisfaction.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	30 Oct 2023 08:52
Last Modified:	30 Oct 2023 08:52
URI:	http://repository.ulb.ac.id/id/eprint/440

Actions (login required)

View Item