PENGARUH PROMOSI PENJUALAN, ONLINE CUSTOMER REVIEW, DAN SHOPPING EMOTION TERHADAP KEPUASAN KONSUMEN MARKETPLACE SHOPEE (STUDI KASUS PADA MAHASISWA MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS MUHAMMADIYAH PONOROGO)

Thesis: Sales Promotion, Online Customer Review, and Shopping Emotion toward Consumer Satisfaction of Shopee Marketplace among Students of the Faculty of Economics, Universitas Muhammadiyah Ponorogo

This study aims to determine and analyze the effect of Sales Promotion, Online Customer Review, and Shopping Emotion on Consumer Satisfaction of the Shopee marketplace among students of the Faculty of Economics, Universitas Muhammadiyah Ponorogo. This research is motivated by the increasing use of the Shopee marketplace among students as a medium for online shopping. Although Shopee offers various promotional programs, customer reviews, and engaging shopping experiences, consumer satisfaction levels are still influenced by various factors that require further examination. This study employs a quantitative approach using a survey method. Data collection was conducted by distributing questionnaires to 76 respondents selected using purposive sampling based on specific criteria. The data were analyzed using SPSS version 25 through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (R²). The results indicate that Sales Promotion has no significant effect on Consumer Satisfaction in the Shopee marketplace. Conversely, Online Customer Review and Shopping Emotion have a positive and significant effect on Consumer Satisfaction. Furthermore, the simultaneous test results demonstrate that Sales Promotion, Online Customer Review, and Shopping Emotion simultaneously have a significant effect on Consumer Satisfaction in the Shopee marketplace. The findings of this study are expected to serve as a consideration for Shopee in formulating more effective promotional strategies, improving the quality of information through customer reviews, and creating a shopping experience capable of building positive emotions and enhancing consumer satisfaction. This research is also expected to serve as a reference for future researchers examining consumer satisfaction on marketplace platforms.

Keywords: Sales Promotion, Online Customer Review, Shopping Emotion, Consumer Satisfaction.