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All Journal Jurnal Mirai Management Journal of Economic, Bussines and Accounting (COSTING) Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Journal of Management - Small and Medium Enterprises (SME's) Journal of Artificial Intelligence and Digital Business Perigel: Jurnal Penyuluhan Masyarakat Indonesia Research Horizon Untag Business and Accounting Review Serat Acitya Journal of Ekonomics, Finance, and Management Studies
Prasetyo, Heru Eko
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Pemasaran Digital dan Brand Image Terhadap Kepuasan Pelanggan Produk Skincare Hanasui di E-commerce Shopee Dewi, Maharani Puspita; Mardiyono, Aris; Sudirja, Frans; Prasetyo, Heru Eko
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 4 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i4.11772

Abstract

This study aims to determine the effect of digital marketing and brand image on customer satisfaction of Hanasui skincare products on the shopee e-commerce platform. Customer satisfaction is an important factor in maintaining loyalty and business sustainability, especially amid the increasingly competitive skincare industry in digital platforms. The population in this study consisted of regular morning students of the Faculty of Economics and Business at Universitas 17 August 1945 Semarang from the 2022-2025 cohorts, totaling 333 students. This study used a quantitative approach with a sampling technique using the slovin formula, resulting in 77 respondents. Data were collected through questionnaires using a five-point likert scale and analyzed using multiple linear regression. The results showed that digital marketing has a positive and significant effect on customer satisfaction with a significance value of 0.014, while brand image also has a positive and significant effect with a significance value og 0.001. This study proves that improving digital marketing strategies and strengthening brand image can increase customes satisfaction.
Co-Authors Aris Mardiyono Brilian, Vinsent Dewi, Maharani Puspita Fakihudin, Wahyu Gita Sugiarti Ikut, Camilus Isidorus Imam Gozali Kristanto, Ardhy Lestyowati, Feby Sekonda Muhammad Yusron Maulana El-Yunusi Musprihadi, Ribut Muspriyadi, Amsar Muspriyadi, Ribut Nurchayati Nurchayati Pratiwi, Ratih Ajeng Rahayu, Vita Dewi Sri Suprapti Sudirja, Frans W, Annisa Gita