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UNIRAZAK Library Pustaka
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| Abstract : UNIRAZAK Library |
| This paper analyzes the effect of e-commerce initiatives on customer satisfaction and sales outcomes at Shopee. The research focuses on four key strategies: market customization, improving customer experience quality, effective use of Internet technologies in marketing, and the implementation of reward programs. Data was collected via a self-administered questionnaire from 300 Shopee users, with 198 responses analyzed using SPSS. Descriptive, reliability, correlation, and multiple regression analyses were employed to explore the relationship between these strategies and customer satisfaction. The multiple regression analysis revealed that the strategies accounted for 63.9% of the variation in sales performance. The findings emphasize the importance of effective e-commerce strategies to maintain competitiveness. Specifically, value initiatives, innovative customer service, targeted digital marketing, and loyalty programs were identified as key drivers of customer satisfaction, leading to repeat purchases and brand loyalty. The study offers practical recommendations for firms in the e-commerce sector, highlighting strategies to enhance sales performance by focusing on the customer base. It also contributes valuable insights for future growth and development in the highly competitive e-commerce industry. |
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