PENGARUH MARKETING MIX TERHADAP CUSTOMER SATISFACTION PADA APLIKASI ZALORA INDONESIA

Abstract

This research aimed to determine the effect of the marketing mix ( product, price, promotion, place ) on the customers’ satisfaction with the Zalora Indonesia application. Nowadays, many people enjoy online shopping since it is easier and faster. However, some customers felt unsatisfied with the online shopping. Therefore, the research used to build customer satisfaction with product, price, promotion, and place as variables.The research was quantitative. Moreover, the population was customers who bought products in the Zalora application. The data collection technique used purposive sampling. In line with that, there were 98 respondents as the sample. Furthermore, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). The result concluded that the product had a positive and significant effect on the customers’ satisfaction with the Zalora Indonesia application. Likewise, price had a positive and significant effect on the customers’ satisfaction with the Zalora Indonesia application. Similarly, both promotion and place had a positive and significant effect on the customers’ satisfaction with the Zalora Indonesia application.