THE INFLUENCE OF PROMOTIONAL STRATEGY, USER EXPERIENCE, AND PRODUCT INNOVATION ON CUSTOMER SATISFACTION, WITH COMPETITIVE ADVANTAGE AS AN INTERVENING IN THE SHOPEE E-COMMERCE BUSINESS
Keywords:
Promotion Strategy, User Experience, Product Innovation,, Customer Satisfaction, Competitive Advantage
Abstract
The development of digital technology has drastically changed business dynamics, especially in the e-commerce industry. These changes open up huge opportunities for companies to reach global consumers and improve their shopping experience. However, intense competition between e-commerce platforms is an unavoidable reality. This research aims to analyze the influence of promotional strategies, user experience, and product innovation on customer satisfaction, with competitive advantage as a mediating factor on the Shopee e-commerce platform. The research method used was a quantitative survey with data collection via questionnaires to 100 respondents. Data analysis was carried out using Structural Equation Modeling (SEM) to test the relationship between variables. The research results show that promotional strategies, user experience, and product innovation have a positive and significant influence on customer satisfaction. Additionally, competitive advantage strengthens the relationship between promotional strategies, user experience, product innovation, and customer satisfaction.
References
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Dwi Cahyani, P., Syanistya Nur K, E., & Laili Nur'aini, I. (2022). The Influence of Competitive Advantage, Market Orientation, Innovation on Customer Satisfaction. Al-Kharaj : Journal of Sharia Economics, Finance & Business , 5 (4), 1493–1503. https://doi.org/10.47467/alkharaj.v5i4.1733
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Harsono, D., Ruslie, A., & Jokom, R. (2020). Analysis of the Influence of Consumer Experience on Consumer Satisfaction at the Yello Jemursari Hotel Surabaya. Journal of Hospitality And Service Management , 8 (1), 222–238.
Hendra, T. (2017). The Influence of Value, Service Quality, Customer Experience on Customer Satisfaction and Loyalty. Journal of Business And Management , 4 (2), 129–141. https://doi.org/10.26905/jbm.v4i2.1694
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Izza, N.I. (2024). Optimizing the Shopee E-Commerce Business Model Through Linear Regression: Case Study of the Influence of Promotion, Price, User Experience, and Product Innovation. Journal of Informatics and Applied Electrical Engineering , 12 (1). https://doi.org/10.23960/jitet.v12i1.3929
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Nadiansyah, FS, Indrawan, R., & Almujab, S. (2022). Analysis of Shopee's E-Commerce Promotion Strategy Which Influences Consumer Purchasing Decisions. OIKOS Journal of the Study of Economic Education and Economic Sciences , 6 (1), 62–71. https://doi.org/10.23969/oikos.v6i1.5057
Naninsih, N., & Hardiyono, H. (2019). The Influence of Marketing Strategy on Product Satisfaction and Purchasing Decisions for Small and Medium Enterprises (SMEs) 310 in Makassar. MASSARO Journal of Management & Entrepreneurship Applications , 1 (1), 47–61. https://doi.org/10.37476/massaro.v1i1.644
Prasetya, VA, Widayanto, W., & Waloejo, HD (2022). The Influence of Service Quality and Service Innovation on Customer Satisfaction of PT PLN (Persero) Semarang City. Journal of Business Administration , 11 (4), 694–700. https://doi.org/10.14710/jiab.2022.35998
Rahman, S., Santoso, PH, Stevanie, S., & Rusmansyah, W. (2021). the Influence of Trust, Innovation, and Service Quality on Customer Satisfaction and Loyalty on Gojek Customers. Entrepreneurship And Business , 65 (1), 65–77. http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/KURS/index
Ronaldo Sae, M., Udayana, IBN, & Maharani, BD (2022). The Influence of Information Quality, Customer Perceived Value, and Experience Quality on Customer Satisfaction at Shopeefood. Al-Kharaj : Journal of Sharia Economics, Finance & Business , 5 (6), 2369–2382. https://doi.org/10.47467/alkharaj.v5i6.2310
Setyawati, MR, Rohaeni, NW, & Woelandari, H. (2022). The Influence of Prices, Promotions and Innovation on Telkomsel Provider Customer Satisfaction in the Muslim Millennial Generation in Bekasi City. Scientific Journal of Islamic Economics , 8 (02), 2159–2166.
Sukarmen, P., Sularso, A., & Wulandari, D. (2013). Analysis of the Effect of Product Innovation on Consumer Satisfaction with Competitive Advantage as an Intervening Variable in the Eleven Granulated Sugar Products (GUPALAS) of the Semboro Sugar Factory PTP Nusantara XI (Persero). Journal of Accounting and Management Economics , 12 (1), 64–79.
Zendrato, K., Magdalena, M., Zalukhu, Y., Zebua, S., & Nasabah, K. (2023). THE INFLUENCE OF MARKETING STRATEGIES ON . 17 , 1263–1273.
Book
Kotler, Philip & Gary Armstrong. 2006. Principles of Marketing” Eleventh Edition. New Jersey: Pearson Prentice Hall
Afriyani, Y., & Muhajirin, M. (2021). The Influence of Innovation and Creativity on Consumer Satisfaction in SMEs in Ntobo Village. Target: Journal of Business Management , 3 (1), 79–90. https://doi.org/10.30812/target.v3i1.1175
Andira, H., & Sundari, E. (2021). The Influence of Sharia Marketing Strategy on Customer Satisfaction at the Az-Zahra Herbal Shop, Dumai City. Tabarru' Journal: Islamic Banking and Finance , 4 (2), 335–344. https://doi.org/10.25299/jtb.2021.vol4(2).7421
Ansori. (2015). Riyono, Budiharja GE. The Influence of Product Quality, Price, Promotion, and Brand Image on Aqua Product Purchasing Decisions. 2016;2(8):92-121. Paper Knowledge . Toward a Media History of Documents , 3 (April), 49–58.
Artika, T., & Nelwan, OS (2018). The Influence of Marketing Strategy, Service Quality and Customer Value on Customer Satisfaction at Bank PT. BANK Capital Indonesia, Tbk . 27 (01), 80–99.
Bharadwaj, A., El Sawy, O.A., Pavlou, P.A., & Venkatraman, N. (2013). Digital business strategy: Toward a next generation of insights. MIS Quarterly: Management Information Systems , 37 (2), 471–482. https://doi.org/10.25300/MISQ/2013/37:2.3
Dwi Cahyani, P., Syanistya Nur K, E., & Laili Nur'aini, I. (2022). The Influence of Competitive Advantage, Market Orientation, Innovation on Customer Satisfaction. Al-Kharaj : Journal of Sharia Economics, Finance & Business , 5 (4), 1493–1503. https://doi.org/10.47467/alkharaj.v5i4.1733
Fadila, F., & Yuniarti, Y. (2021). The Influence of Business Performance on Competitive Advantage in Cibaduyut Shoe SMEs, Bandung City. Fadila Feni, Yuniarti Yuyun , 3 (1), 1–19.
Hair, J.F., Risher, J.J., Sarstedt, M., & Ringle, C.M. (2019). When to use and how to report the results of PLS-SEM. European Business Review , 31 (1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Harsono, D., Ruslie, A., & Jokom, R. (2020). Analysis of the Influence of Consumer Experience on Consumer Satisfaction at the Yello Jemursari Hotel Surabaya. Journal of Hospitality And Service Management , 8 (1), 222–238.
Hendra, T. (2017). The Influence of Value, Service Quality, Customer Experience on Customer Satisfaction and Loyalty. Journal of Business And Management , 4 (2), 129–141. https://doi.org/10.26905/jbm.v4i2.1694
Hidayat, F., Riono, B., Kristiana, A., Dewi, I., Influence, M. ), Service, K., Product, I., Customer, K., Loyalty, M., Influence, P. , Improve, U., Customer, L., Riono, SB, Mulyani, ID, Management, PS, Economy, F., & Business, D. (2023). and Product Innovation on Customer Satisfaction to Increase Customer Loyalty. JECMER: Journal of Economic, Management and Entrepreneurship Research , 1 (3), 214–231.
Izza, N.I. (2024). Optimizing the Shopee E-Commerce Business Model Through Linear Regression: Case Study of the Influence of Promotion, Price, User Experience, and Product Innovation. Journal of Informatics and Applied Electrical Engineering , 12 (1). https://doi.org/10.23960/jitet.v12i1.3929
Kotler, P., & Armstrong, G. (2002). Marketing Principles . 1–63.
Mahfud, S., & Ratmono, D. (2013). SEM-PLS Analysis with WarpPLS 3.0 for Nonlinear Relationships in Social and Business Research . ANDI.
Nadiansyah, FS, Indrawan, R., & Almujab, S. (2022). Analysis of Shopee's E-Commerce Promotion Strategy Which Influences Consumer Purchasing Decisions. OIKOS Journal of the Study of Economic Education and Economic Sciences , 6 (1), 62–71. https://doi.org/10.23969/oikos.v6i1.5057
Naninsih, N., & Hardiyono, H. (2019). The Influence of Marketing Strategy on Product Satisfaction and Purchasing Decisions for Small and Medium Enterprises (SMEs) 310 in Makassar. MASSARO Journal of Management & Entrepreneurship Applications , 1 (1), 47–61. https://doi.org/10.37476/massaro.v1i1.644
Prasetya, VA, Widayanto, W., & Waloejo, HD (2022). The Influence of Service Quality and Service Innovation on Customer Satisfaction of PT PLN (Persero) Semarang City. Journal of Business Administration , 11 (4), 694–700. https://doi.org/10.14710/jiab.2022.35998
Rahman, S., Santoso, PH, Stevanie, S., & Rusmansyah, W. (2021). the Influence of Trust, Innovation, and Service Quality on Customer Satisfaction and Loyalty on Gojek Customers. Entrepreneurship And Business , 65 (1), 65–77. http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/KURS/index
Ronaldo Sae, M., Udayana, IBN, & Maharani, BD (2022). The Influence of Information Quality, Customer Perceived Value, and Experience Quality on Customer Satisfaction at Shopeefood. Al-Kharaj : Journal of Sharia Economics, Finance & Business , 5 (6), 2369–2382. https://doi.org/10.47467/alkharaj.v5i6.2310
Setyawati, MR, Rohaeni, NW, & Woelandari, H. (2022). The Influence of Prices, Promotions and Innovation on Telkomsel Provider Customer Satisfaction in the Muslim Millennial Generation in Bekasi City. Scientific Journal of Islamic Economics , 8 (02), 2159–2166.
Sukarmen, P., Sularso, A., & Wulandari, D. (2013). Analysis of the Effect of Product Innovation on Consumer Satisfaction with Competitive Advantage as an Intervening Variable in the Eleven Granulated Sugar Products (GUPALAS) of the Semboro Sugar Factory PTP Nusantara XI (Persero). Journal of Accounting and Management Economics , 12 (1), 64–79.
Zendrato, K., Magdalena, M., Zalukhu, Y., Zebua, S., & Nasabah, K. (2023). THE INFLUENCE OF MARKETING STRATEGIES ON . 17 , 1263–1273.
Book
Kotler, Philip & Gary Armstrong. 2006. Principles of Marketing” Eleventh Edition. New Jersey: Pearson Prentice Hall
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Articles
