THE INFLUENCE OF BRAND IMAGE, ATTRACTIVENESS AND PRODUCT QUALITY ON CONSUMER SATISFACTION AT SHOPEE E-COMMERCE IN BATAM CITY

Abstract

Competition in the world of marketing and business is becoming increasingly complex and as time goes by, it is forcing several companies to compete creatively and globally. Followed by quite rapid technological developments, this certainly has a significant influence on the transaction methods used. E-commerce or electronic commerce is a transaction of exchanging goods between one another to meet daily needs digitally. One e-commerce or marketplace that is quite widely used by Indonesian people today is Shopee. With quite tight competition among several competitors, this requires companies to compete in making consumers feel satisfied with the products being marketed. By creating a strong brand image, product selling prices can increase, making it easier for consumers to make purchasing decisions. Several factors that influence consumer satisfaction include brand image, attractiveness and product quality which are the main considerations for customer satisfaction when purchasing a product. In this research, the researcher divided the sub-problems, until the researcher decided to research the influence of brand image, attractiveness and product quality on consumer satisfaction at Shopee e-commerce in Batam City. The research method used is a quantitative approach with data collection instruments using questionnaires with 100 respondents using the Shopee application in Batam as the research population. The study design is structured into several action categories, in the form of experimental, causal, correlational and descriptive. In the research, the results obtained were that brand image did not have a significant influence on Shopee consumer satisfaction. It is recommended for Shopee to strengthen marketing strategies that focus more on added product value and engaging user experiences. Brand Image (X1) has no positive and partially significant effect on consumer satisfaction (Y). Attractiveness (X2) has a positive and partially significant effect on consumer satisfaction (Y). And product quality (X3) simultaneously has a positive and significant effect on consumer satisfaction (Y) Shopee in Batam City.