PENGARUH STRATEGI MARKETING COMMUNICATION TERHADAP KEPUASAN PELANGGAN SHOPEE FOOD DI SIDOARJO

THE INFLUENCE OF MARKETING COMMUNICATION STRATEGIES ON SHOPEE FOOD CUSTOMER SATISFACTION IN SIDOARJO

Kegiatan berbelanja online kini telah menjadi trend di tengah masyarakat. Salah satu aplikasi marketplace yang sedang ramai dipergunakan yakni aplikasi Shopee. Shopee tidak hanya bergerak dibidang e-commerce, namun juga mengembangkan bisnis di bidang makanan atau biasa disebut dengan “Shopee Food”. Fitur ini menjadi salah satu upaya pengembangan Shopee dalam mengakomodasi kemudahan bagi konsumennya dalam pembelian online makanan atau minuman.  Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Marketing Communication terhadap kepuasan pelanggan Shopee Food pada Masyarakat di Sidoarjo. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan cross sectional. Data yang digunakan adalah data primer dan data sekunder yang dikumpulkan melalui observasi, penyebaran kuesioner, dan dokumentasi. Populasi yang digunakan adalah pelanggan Shopee Food di Sidoarjo dengan sampel sebanyak 96 responden yang diambil menggunakan teknik accidental sampling. Uji validitas dan uji reliabilitas digunakan untuk menguji keabsahan data dalam penelitian ini. Selanjutnya, data dianalisis menggunakan uji regresi linear sederhana. Hasil penelitian menunjukkan bahwa strategi marketing communication berpengaruh terhadap kepuasan pelanggan Shopee food di Sidoarjo dengan persentase sebesar 32,6%. Sisanya sebesar 67,4% (100%-32,6%) disebabkan oleh faktor lain yakni mutu produk, kualitas pelayanan, dan penetapan harga. Hasil uji parsial dan simultan menunjukkan bahwa strategi marketing communication berpengaruh terhadap kepuasan pelanggan Shopee food di Sidoarjo. Penelitian ini diharapkan dapat dimanfaatkan untuk meningkatkan strategi marketing communication agar dapat membuat pelanggan puas, serta menjadi acuan perbaikan bagi penelitian lanjutan.

Kata Kunci: marketing communication, kepuasan pelanggan, belanja online

Online shopping activities have now become a trend in society. One of the marketplace applications that is currently being used is the Shopee application. Shopee is not only engaged in e-commerce, but also develops business in the food sector or commonly called "Shopee Food". This feature is one of Shopee's development efforts in accommodating convenience for its consumers in purchasing food or drinks online.  This study aims to determine how much influence Marketing Communication has on Shopee Food customer satisfaction in Sidoarjo. This research is quantitative research with a cross sectional approach. The data used are primary data and secondary data collected through observation, distributing questionnaires, and documentation. The population used was Shopee Food customers in Sidoarjo with a sample of 96 respondents who were taken using accidental sampling technique. The validity test and reliability test were used to test the validity of the data in this study. Furthermore, the data were analyzed using a simple linear regression test. The results showed that marketing communication strategy affects Shopee food customer satisfaction in Sidoarjo with a percentage of 32.6%. The remaining 67.4% (100%-32.6%) is caused by other factors, namely product quality, service quality, and pricing. Partial and simultaneous test results show that marketing communication strategies affect Shopee food customer satisfaction in Sidoarjo. This research is expected to be utilized to improve marketing communication strategies in order to make customers satisfied, as well as a reference for improvement for further research.

Keywords: marketing communication, customer satisfaction, online shopping