Enhancing Customer Satisfaction through Digital Marketing Strategies An Empirical Study of Shopee Express in Indonesia

Tedy Makkada, Ester Rajagukguk, Irwan Chairuddin

Abstract


The rapid growth of e-commerce in Indonesia has significantly transformed the logistics industry, where customer satisfaction has become a key factor for business success. PT Shopee Express, as a leading logistics service provider, strives to enhance customer satisfaction through the implementation of digital marketing, service excellence, and delivery optimization strategies. This study aims to empirically examine the influence of these three variables on customer satisfaction. The research employs a quantitative approach using a survey method. Data were collected from 118 Shopee Express customers in the Jabodetabek area through an online questionnaire. The analysis technique utilized Structural Equation Modeling - Partial Least Squares (SEM-PLS) version 4.0. The research results indicate that all three variables have a positive and significant effect on customer satisfaction. This research model is proven to explain 88.1% of the variability in customer satisfaction, thereby providing both theoretical and practical contributions to strategies for enhancing e-commerce-based logistics services.


Keywords


Digital Marketing, Service Excellence, Delivery Optimization, Customer Satisfaction

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DOI: https://doi.org/10.25292/atlr.v8i0.773

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