Pengaruh Strategi Promosi, Kualitas Layanan, dan Optimalisasi Produk Terhadap Loyalitas Konsumen di E-Commerce Shopee
DOI:
https://doi.org/10.56135/jabnus.v5i1.268Keywords:
Program Keluarga Strategi Promosi, Kualitas Layanan, Optimalisasi Produk dan Loyalitas KonsumenAbstract
VarasyspeedShop is an online store focused on selling motorcycle accessories and spare parts through the Shopee E-Commerce platform, with an active digital promotion strategy and ongoing product optimization efforts. This study aims to determine the effect of promotion strategy, service quality, and product optimization on consumer loyalty in the VarasyspeedShop store. The study used a quantitative approach with multiple linear regression analysis using SPSS 25 software. Data were collected through an online questionnaire using a purposive sampling method and involving 116 respondents. The research results show that: (1) promotional strategy has a significant influence on consumer loyalty, (2) service quality has a significant influence on loyalty, (3) product optimization also has a significant influence on consumer loyalty, and (4) all three variables simultaneously have a significant influence on the formation of customer loyalty. These findings provide strategic implications for E-Commerce players to maximize targeted promotions, consistently improve services, and optimize products to meet consumer needs.
References
Aghazadeh, H., & Khoshnevis, M. (2016). Digital Marketing Implementation And Practice. In Digital Marketing Technologies. Pearson Education Limited. Https://Doi.Org/10.1007/978-981-97-0607-5_3
Azhari, M. T., Al Fajri Bahri, M. P., Asrul, M. S., & Rafida, T. (2023). Metode Penelitian Kuantitatif. Pt. Sonpedia Publishing Indonesia.
Belch, G. E., & Belch, M. A. (2004). Advertising And Promotion: An Integrated Marketing Communications Perspective 6th. New York: Mcgraw-Hil L.
Bermúdez-Hernández, J., Palacios-Moya2, L., Valencia-Arias1, A., & Brand- Piedrahita2, L. (2021).
Chih-Pei, H. U., & Chang, Y.-Y. (2017). John W. Creswell, Research Design: Qualitative, Quantitative, And Mixed Methods Approaches.
Dmiroz, D. A. (2021). Pengaruh Harga Promosi Kualitas Pelayan Dan Kepusan Konsumen Terhadap Loyalitas Pelanggan. Fakultas Ekonomi Dan Bisnis Uin Jakarta.
Duli, N. (2020). Metodologi Penelitian Kuantitatif: Beberapa Konsep Dasar Untuk Penulisan Skripsi & Analisis Data Dengan Spss. Deepublish.
Edowati, M., Abubakar, H., & Said, M. (2021). Analisis Akuntabilitas Dan Transparansi Pengelolaan Keuangan Daerah Terhadap Kinerja Pemerintah Daerah Kabupaten Deiyai. Indonesian Journal Of Business And Management, 4(1), 87–96.
Elia Ardyan, S. E., Boari, M. B. A. Y., Akhmad, S. E., Yuliyani, M. M. L., Stat, S., Hildawati, S., Agusdiwana Suarni, S. E., Anurogo, D., Ifadah, N. E., & Kep, M. (N.D.). Metode Penelitian Kualitatif Dan Kuantitatif.
Fader, P. S., & Hardie, B. G. (2014). The Pareto/Nbd Is Not A Lost-For-Good Model. Working Paper.
Febriani, C., Nurendah, Y., & Morita, M. (2021). Aplikasi Bauran Promosi Pada Hotel Royal Padjadjaran Bogor. Jurnal Aplikasi Bisnis Kesatuan, 1(1), 21- 30.
Ghodang, H. (2020). Metodologi Penelitian Kuantitatif (Konsep Dasar Dan Aplikasi Analisis Regresi Dan Jalur Dengan Spss). Penerbit Mitra Grup.
Griffin, J. (2009). Taming The Search-And-Switch Customer: Earning Customer Loyalty In A Compulsion-To-Compare World. John Wiley And Sons.
Harahap, L. M., Samuel, Z., Nasution, A. Z., Telaumbanua, R. I., & Alfarizi, P. (2025). Isu- Isu Aktual Perekonomian Indonesia: Tantangan Dan Peluang Di Tahun 2025. Jurnal Ilmu Manajemen, Bisnis Dan Ekonomi (Jimbe), 3(1), 56–61.
Harris, S. A., & Soenhadji, I. M. (2022). Pengaruh Promosi, Kualitas Layanan, Harga Dan Distribusi Terhadap Loyalitas Konsumen Pengguna Aplikasi Food Delivery Dengan Menggunakan Variabel Mediasi Kepuasan90
Konsumen. Jurnal Ilmiah Ekonomi Bisnis, 27(3), 418–432. Hauser, J. R., Urban, G. L., & Weinberg, B. D. (1993). How Consumers Allocate Their Time When Searching For Information. Journal Of Marketing Research, 30(4), 452–466.
Hermawan, I., & Pd, M. (2019). Metodologi Penelitian Pendidikan (Kualitatif, Kuantitatif Dan Mixed Method). Hidayatul Quran.
Jailani, M. S. (2023). Teknik Pengumpulan Data Dan Instrumen Penelitian Ilmiah Pendidikan Pada Pendekatan Kualitatif Dan Kuantitatif. Ihsan: Jurnal Pendidikan Islam, 1(2), 1–9.
Khotimah, K., & Budianto, E. W. H. (2024). Implementasi Customer Relationship Management (Crm) Sebagai Upaya Untuk Meningkatkan Customer Satisfaction Dan Customer Loyalty (Studi Kasus Pada Bsi Kcp Malang Soetta). Jurnal Riset Akuntansi Politala, 7(3), 607–614.
Koch, R. (2008). The 80/20 Principle: The Secret Of Achieving More With Less. Doubleday.
Koch, R. (2013). The 80/20 Principle And 92 Other Power Laws Of Nature. Nicholas Brealey Publishing.
Kotler, P., Armstrong, G., & Scott, W. G. (2001). Principi Di Marketing. Isedi.
Kotler, P., & Keller, K. L. (2016). Gestión De Marketing. Pearson.
Majka, M. (2024). Pareto Analysis: The 80/20 Rule For Effective Decision-Making. Researchgate.
Moreno, M. M. (2015). Measuring Service Quality In The Irish Retail Sector: Applying The Servqual Model To Identify Service Quality Gaps.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Salman Alfarisy; M. Sulhan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
