Analysis of E-Marketing Mix on Consumer Satisfaction and Its Impact on Corporate Image at PT XYZ, Tbk

Handy Bugiman (Universitas Inaba, Bandung, Indonesia)
Nunung Ayu Sofiati (Universitas Inaba, Bandung, Indonesia)
Yoyo Sudaryo (Universitas Inaba, Bandung, Indonesia)
Mochamad Mukti Ali (Universitas Inaba, Bandung, Indonesia)
Dadan Abdul Aziz Mubarok (Universitas Inaba, Bandung, Indonesia)
Gurawan Dayona (Universitas Inaba, Bandung, Indonesia)
Riyandi Nur Sumawidjaya (Universitas Inaba, Bandung, Indonesia)

Greenation International Journal of Tourism and Management
Vol. 3 No. 1 (2025): (GIJTM) Greenation International Journal of Tourism and Management (March - May

This study aims to analyze the influence of the E-Marketing Mix on Consumer Satisfaction and its impact on Corporate Image at PT. XYZ, Tbk. The E-Marketing Mix, which consists of Product, Price, Place, Promotion, People, Process, and Physical Evidence, has been well implemented by the company. Consumer Satisfaction, which includes the dimensions of Expectation and Perception, is at a satisfactory level, while the Corporate Image, comprising Reputation, Recognition, Affinity, and Brand Loyalty, is also rated positively. Based on the analysis using the LISREL 8.80 program and a simple random sampling technique from a population of 2.2 million, it was found that the E-Marketing Mix has a significant influence on Consumer Satisfaction by 48.7% and on Corporate Image by 12.6%. Furthermore, Consumer Satisfaction has a direct influence of 29.9% on Corporate Image. Simultaneously, the E-Marketing Mix affects Consumer Satisfaction and impacts Corporate Image with a total influence of 69.7%. These findings highlight the importance of optimizing E-Marketing Mix strategies to enhance customer satisfaction and strengthen the company’s image in the public eye.