Analisis Strategi Promosi Digital dan Penetapan Harga dalam Meningkatkan Kepuasan Pelanggan
DOI:
https://doi.org/10.57093/metansi.v9i2.587Keywords:
digital promotion strategy, pricing, customer satisfaction, indogrosirAbstract
This study aims to analyze the role of digital promotion and pricing strategies in increasing customer satisfaction at Indogrosir in Gorontalo City. The increasing competition in the retail business has necessitated effective marketing strategies to maintain and improve customer satisfaction. This study used a quantitative approach with a survey method. The sampling technique employed was accidental sampling, with a minimum of 100 respondents determined using Hair's formula.. The results indicate that (1) digital promotion strategies significantly influence customer satisfaction, (2) pricing significantly influences customer satisfaction, and (3) both digital promotion and pricing strategies significantly influence customer satisfaction. The coefficient of determination (R²) of 0.660 indicates that 66% of the variation in customer satisfaction can be explained by digital promotion and pricing variables, while the remaining 34% is influenced by other factors. Theoretically, this study's implications reinforce the marketing literature that positions promotion and pricing as the primary determinants of customer satisfaction. Practically, the results provide recommendations for Indogrosir management to continue optimizing more creative and interactive digital promotion strategies and implementing competitive, transparent pricing policies that align with customer purchasing power.
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