Pengaruh Strategi Pemasaran Digital, Citra Merek, dan Loyalitas Pelanggan terhadap Kinerja Penjualan Produk Fashion di E-commerce Shopee

Penulis

  • Alfred Liubana Universitas Pendidikan Indonesia
  • Wylda. O. Kowey Politeknik Negeri Ambon
  • Poserattu V. Alfonso Politeknik Negeri Ambon
  • Wira Pramana Putra Universitas YPIB Majalengka

DOI:

https://doi.org/10.58812/jbmws.v2i04.779

Kata Kunci:

Pemasaran Digital, Citra Merek, Loyalitas Pelanggan, Kinerja Penjualan Produk, Fashion, E-commerce

Abstrak

Penelitian ini menyelidiki dampak dari strategi pemasaran digital, citra merek, dan loyalitas pelanggan terhadap kinerja penjualan produk fesyen di Shopee, sebuah platform e-commerce terkemuka di Indonesia. Menggunakan pendekatan kuantitatif dengan sampel 231 pelanggan Shopee, penelitian ini menggunakan Structural Equation Modeling (SEM) dengan Partial Least Squares (PLS) untuk menganalisis keterkaitan di antara variabel-variabel tersebut. Temuan tersebut mengungkapkan hubungan yang signifikan dan positif antara strategi pemasaran digital, citra merek, loyalitas pelanggan, dan kinerja penjualan. Studi ini memberikan wawasan yang berharga bagi platform e-commerce yang ingin mengoptimalkan strategi pemasaran mereka dan meningkatkan kinerja penjualan secara keseluruhan dalam lanskap ritel fesyen online yang dinamis.

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Unduhan

Diterbitkan

2023-11-30

Cara Mengutip

Liubana, A., Kowey, W. O., Alfonso, P. V., & Putra, W. P. (2023). Pengaruh Strategi Pemasaran Digital, Citra Merek, dan Loyalitas Pelanggan terhadap Kinerja Penjualan Produk Fashion di E-commerce Shopee. Jurnal Bisnis Dan Manajemen West Science, 2(04), 352–361. https://doi.org/10.58812/jbmws.v2i04.779

Terbitan

Vol 2 No 04 (2023): Jurnal Bisnis dan Manajemen West Science

Bagian

Artikel

Lisensi

Hak Cipta (c) 2023 Alfred Liubana, Wylda. O. Kowey, Poserattu V. Alfonso, Wira Pramana Putra

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