PENGARUH PROMOSI SOSIAL MEDIA, KEBERAGAMAN PRODUK, DAN PELAYANAN TERHADAP KEPUASAN PELANGGAN ENVIO STORE

Abstract

This research aims to determine and analyze the effect of social media promotion, product variety, and
service on customers’ satisfaction with Envio store.The research applies quantitatively. The population consists of
customers who are shopping or buy products at Envio store. The data collection technique used purposive
sampling with 98 respondents as the sample. Furthermore, the data analysis technique used multiple linear
regression. The data were primary with a questionnaire as the instrument. The questionnaires were distributed
through Google Forms. Due to the result of multiple linear regression, the result indicates that media social
promotion has a positive and significant effect on the customers’ satisfaction at Envio store. It is because of the
content making by Envio store can interact and help consumers in knowing some information about the product
and available promo. However, product variation has a positive and insignificant effect on the customers’
satisfaction at Envio store. The product variation does not guarantee the customers find the product they want.
In contrast, service has a positive and significant effect on the customers’ satisfaction at Envio store. The service
can ease the customers in understanding available products well.