Hendra Kurniawan, . (2026) PENGARUH BAURAN PEMASARAN (7P) TERHADAP KEPUASAN KONSUMEN UMKM DIGITAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the influence of the marketing mix (7Ps), consisting of product, price, place, promotion, people, physical evidence, and process, on consumer satisfaction in digital SMEs. A quantitative approach was employed by distributing questionnaires to digital SME consumers, and the data were analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. The findings reveal that three variables, namely product, place, and physical evidence, significantly affect consumer satisfaction. Products are perceived to meet consumer needs with sufficient variety and clear information, place emerges as the most dominant factor by providing easy access to shipping and payment information, ratings, and reviews, while physical evidence supports satisfaction through clear platform design and informative product visuals. In contrast, price, promotion, people, and process do not significantly influence satisfaction. These results indicate that digital SME consumers prioritize information accessibility, visual quality, and platform reliability over low prices or excessive promotion. The study offers practical implications for digital SMEs to strengthen visual presentation and information clarity while suggesting future research to incorporate variables such as digital trust and user experience to achieve more comprehensive findings.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [NO. Panggil: 2210111015] [Pembimbing: Miguna Astuti] [Penguji 1: Guntur Syahputra Saragih] [Penguji 2: Ajeng Septiana Wulansari] |
| Uncontrolled Keywords: | Consumer Satisfaction, Digital SMEs, Marketing Mix |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | HENDRA KURNIAWAN |
| Date Deposited: | 29 Jul 2026 03:20 |
| Last Modified: | 29 Jul 2026 03:21 |
| URI: | http://repository.upnvj.ac.id/id/eprint/51155 |
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