ANALISIS PENERAPAN MARKETING MIX PADA KEPUASAN KONSUMEN PLATFORM SHOPEE DI DKI JAKARTA

FEBIANA RAINY HIDAYAT, . (2024) ANALISIS PENERAPAN MARKETING MIX PADA KEPUASAN KONSUMEN PLATFORM SHOPEE DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untukk mengetahui bagaimana penerapan marketing mix pada kepuasan konsumen platform Shopee di DKI Jakarta. Masalah dalam penelitian ini adalah adanya penurunan jumlah pengunjung Shopee pada tahun 2023 dikarenakan adanya ketidakpuasan konsumen. Tujuan penelitian ini adalah untuk mengetahui bagaimana penerapan marketing mix pada kepuasan konsumen platform Shopee di DKI Jakarta. Sampel yang digunakan pada penelitian ini berjumlah 117 responden dengan kriteria berusia minimal 15 tahun, bertempat tinggal di DKI Jakarta dan menggunakan platform Shopee. Penelitian ini menggunakan empat dimensi yaitu product,price, promotion dan place. Penelitian ini menggunakan metode analisis deskriptif, Customer Satisfaction Index, Importance Performance Analysis dan Gap Analysis. Hasil dari penelitian menunjukkan bahwa penerapan marketing mix dapat memberikan kepuasan pada konsumen platform Shopee di DKI Jakarta. Berdasarkan Importance Performance Analysis terdapat tiga hal yang perlu ditingkatkan yaitu kesesuaian harga dengan kualitas produk, keamanan promosi sehingga tidak ada perilaku manipulatif dan ketepatan pengiriman produk. Berdasarkan Gap Analysis menunjukkan bahwa dimensi product dan promotion perlu untuk diperhatikan dan ditingkatkan. ***** This research aims to find out how the marketing mix is applied to consumer satisfaction on the Shopee platform in DKI Jakarta. The problem in this research is that there will be a decrease in the number of Shopee visitors in 2023 due to consumer dissatisfaction. The aim of this research is to find out how the marketing mix is applied to consumer satisfaction on the Shopee platform in DKI Jakarta. The sample used in this research was 117 respondents with the criteria of being at least 15 years old, residing in DKI Jakarta and using the Shopee platform. This research uses four dimensions, namely product, price, promotion and place. This research uses descriptive analysis methods, Customer Satisfaction Index, Importance Performance Analysis and Gap Analysis. The results of the research show that implementing the marketing mix can provide satisfaction to Shopee platform consumers in DKI Jakarta. Based on the Importance Performance Analysis, there are three things that need to be improved, that is price with product quality, promotional safety so that there is no manipulative behavior and accuracy in product delivery. Based on Gap Analysis, it shows that the product and promotion dimensions need to be improved.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Sholikhah, SE, M.M. ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 25255 not found.
Date Deposited:	14 Aug 2024 04:28
Last Modified:	14 Aug 2024 04:28
URI:	http://repository.unj.ac.id/id/eprint/49916

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