Pengaruh Strategi Digital Marketing, Promosi Penjualan, Dan Kualitas Layanan Terhadap Kepuasan Konsumen Pada Produk Sepatu Adidas (Studi Pada Mahasiswa Universitas Islam Malang)

Ananda, Alvia Balqis
Basalamah, Muhammad Ridwan
Rahmawati, Rahmawati

E-JRM
E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01

Abstract This study examines the impact of digital marketing strategies, sales promotions, and service quality on consumer satisfaction with Adidas footwear products. The research employs an explanatory approach using quantitative methods. The population consists of students from the Islamic University of Malang, with a sample of 105 respondents selected through purposive sampling. Primary data were collected using questionnaires, and data analysis was conducted with SPSS version 26.0. The findings reveal that, both simultaneously and individually, digital marketing strategies (X1), sales promotions (X2), and service quality (X3) significantly influence consumer satisfaction (Y). However, partial analysis indicates that sales promotion and service quality have a positive and significant effect, whereas digital marketing shows a negative influence on consumer satisfaction. These results suggest that consumer satisfaction is more strongly driven by direct experiences gained from promotional activities and service quality rather than digital marketing content. Keywords: Digital Marketing Strategy, Sales Promotion, Service Quality, Consumer Satisfaction, Adidas Shoes.