Yolanda Shafitri, . (2025) PENGARUH PROMOSI PENJUALAN, HARGA, DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN SHOPEEFOOD DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rapid development of application-based food delivery services has significantly shaped consumer behavior, including the growth experienced by ShopeeFood. Although ShopeeFood has shown an increase in transaction value, it faces challenges in maintaining customer satisfaction. Various complaints related to promotions, pricing policies, and service quality indicate a gap between the company’s strategies and customer experience. This study aims to examine, analyze, and prove the influence of sales promotion, price, and service quality on ShopeeFood customer satisfaction in the Jabodetabek area. Data were collected through questionnaires completed by 153 respondents and analyzed using SmartPLS with the PLS-SEM method to test the relationships among variables. The results show that sales promotion, price, and service quality have a positive and significant effect on customer satisfaction. These findings indicate that customers tend to feel more satisfied when the promotions offered are relevant, prices are perceived as reasonable and aligned with the benefits received, and services are delivered professionally and comfortably. This study reinforces that these three factors play an essential role in shaping customer experience. Therefore, efforts to improve ShopeeFood customer satisfaction should focus on optimizing promotional strategies, adjusting pricing policies, and enhancing service quality to maintain competitiveness in the increasingly dynamic food delivery industry.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111062] [Pembimbing: Dea Delia Lestari] [Penguji 1: Pusporini] [Ketua Penguji: Maria Assumpta Wikantari] |
| Uncontrolled Keywords: | Customer Satisfaction, Price, Sales Promotion, Service Quality. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | YOLANDA SHAFITRI |
| Date Deposited: | 27 Mar 2026 07:25 |
| Last Modified: | 27 Mar 2026 07:25 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41834 |
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