THE ROLE OF MARKETING LOGISTICS IN IMPROVING CUSTOMER SATISFACTION

Abstract

In the e-commerce industry, customer satisfaction is a key factor influencing loyalty, positive word of mouth, and repurchase intention. This study aims to analyze the effects of delivery speed, product condition, tracking facility, product availability, and return facility on customer satisfaction, as well as their impact on customer loyalty and word of mouth in online shopping applications in Indonesia. The research employed a quantitative approach using Structural Equation Modeling (SEM), with data analysis conducted through SPSS 27 and SmartPLS 4.0 software. Validity and reliability tests were carried out using factor analysis in SPSS, and the Kaiser-Meyer-Olkin (KMO) and Measure of Sampling Adequacy (MSA) values were used to assess the suitability of the factor analysis. Data were collected through an online survey involving 135 respondents who had used online shopping services. The findings revealed that delivery speed, product condition, and tracking facility significantly affect customer satisfaction. However, product availability and return facility are perceived as basic service standards and thus do not provide additional impact. Customer satisfaction was found to positively contribute to customer loyalty, repurchase intention, and word of mouth. This study suggests that online shopping platform developers should optimize logistics efficiency, service transparency, and strengthen product quality control. The study’s contribution includes strategic implications for enhancing customer experience and maintaining competitive advantage in the e-commerce sector.