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All Journal Innovative Business Management Journal
Hana Rosidah
Universitas Perjuangan Tasikmalaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect Of Online Promotion And Perceived Value On Customer Satisfaction Of Erigo On The Shopee Platform In Tasikmalaya City Hana Rosidah; Suci Putri Lestari; Dudu Risana
Innovative Business Management Journal Vol. 3 No. 1 (2026): Oktober
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/ibm.v3i1.998

Abstract

This study aims to examine the effect of online promotion and perceived value on customer satisfaction of Erigo on the Shopee platform in Tasikmalaya City. This research employed a quantitative method with a causal approach. The population consisted of Erigo customers who purchased through the Shopee platform in Tasikmalaya City. A total of 100 respondents were selected using a purposive sampling technique. Data were collected through questionnaires. The data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination test, partial (t-test), and simultaneous (F-test) with the assistance of SPSS version 25. The results indicate that online promotion has a positive and significant effect on customer satisfaction of Erigo on the Shopee platform in Tasikmalaya City. Perceived value also has a positive and significant effect on customer satisfaction. Furthermore, online promotion and perceived value simultaneously have a positive and significant effect on customer satisfaction of Erigo on the Shopee platform in Tasikmalaya City. Therefore, the more effective the online promotion and the better the perceived value experienced by customers, the higher the level of customer satisfaction with Erigo on the Shopee platform in Tasikmalaya City.
Co-Authors Dudu Risana Suci Putri Lestari