<![CDATA[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.]]>
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