ANALISIS PENGARUH ADVERTISING CAMPAIGN DAN ECUSTOMER RELATIONSHIP MANAGEMENT (E-CRM) TERHADAP E-CUSTOMER SATISFACTION PADA BRAND GLAD2GLOW DI PLATFORM SHOPEE DALAM TINJAUAN ETIKA BISNIS ISLAM (Studi pada Pengguna Glad2Glow di Bandar Lampung)

Yuke, Addria Futri (2026) ANALISIS PENGARUH ADVERTISING CAMPAIGN DAN ECUSTOMER RELATIONSHIP MANAGEMENT (E-CRM) TERHADAP E-CUSTOMER SATISFACTION PADA BRAND GLAD2GLOW DI PLATFORM SHOPEE DALAM TINJAUAN ETIKA BISNIS ISLAM (Studi pada Pengguna Glad2Glow di Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan e-commerce mendorong perusahaan untuk menerapkan strategi pemasaran digital yang efektif guna meningkatkan kepuasan pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh advertising campaign dan E-Customer Relationship Management (E-CRM) terhadap e-customer satisfaction pada brand Glad2Glow di platform Shopee dalam tinjauan etika bisnis Islam. Penelitian ini dilakukan pada pengguna Glad2Glow di Bandar Lampung sebagai upaya memahami efektivitas strategi pemasaran digital yang diterapkan oleh brand kosmetik lokal di marketplace. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif. Data diperoleh melalui penyebaran kuesioner kepada 97 responden pengguna Glad2Glow di Shopee. Teknik analisis data yang digunakan adalah analisis regresi linear berganda dengan bantuan aplikasi SPSS. Pengujian dilakukan melalui uji validitas, reliabilitas, uji asumsi klasik, serta uji hipotesis untuk mengetahui pengaruh variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa advertising campaign berpengaruh positif dan signifikan terhadap e-customer satisfaction. E-Customer Relationship Management (E-CRM) juga berpengaruh positif dan signifikan terhadap e-customer satisfaction. Secara simultan, kedua variabel tersebut memiliki pengaruh yang signifikan terhadap kepuasan pelanggan, dengan advertising campaign sebagai variabel yang paling dominan. Ditinjau dari perspektif etika bisnis Islam, strategi pemasaran dan pengelolaan hubungan pelanggan Glad2Glow telah sejalan dengan prinsip kejujuran, amanah, keadilan, dan ihsan. ABSTRACT The development of e-commerce encourages companies to implement effective digital marketing strategies in order to improve customer satisfaction. This study aims to analyze the influence of advertising campaigns and E-Customer Relationship Management (ECRM) on e-customer satisfaction for the Glad2Glow brand on the Shopee platform from the perspective of Islamic business ethics. This research was conducted among Glad2Glow users in Bandar Lampung to understand the effectiveness of digital marketing strategies implemented by local cosmetic brands in the marketplace. This study uses a quantitative approach with an associative method. Data were collected through questionnaires distributed to 97 respondents who are users of Glad2Glow on Shopee. The data analysis technique used was multiple linear regression analysis with the assistance of SPSS software. The tests conducted included validity tests, reliability tests, classical assumption tests, and hypothesis tests to determine the influence of independent variables on the dependent variable. The results of the study indicate that advertising campaigns have a positive and significant effect on e-customer satisfaction. ECustomer Relationship Management (E-CRM) also has a positive and significant effect on e-customer satisfaction. Simultaneously, these two variables have a significant influence on customer satisfaction, with advertising campaigns being the most dominant variable. From the perspective of Islamic business ethics, the marketing strategies and customer relationship management implemented by Glad2Glow are aligned with the principles of honesty, trustworthiness, justice, and benevolence.

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