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Abstract

Digital marketing has recently become a serious concern for economic actors. Consumer perceptions and behavior towards digital marketing of fishery products are very important to determine marketing strategies and market segmentation. This study aims to analyze consumer perceptions and satisfaction of online fishery products using Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI). This study used accidental sampling with 135 respondents. The results showed that product quality, price, discount availability, delivery time, packaging, security, and COD (Cash on Delivery) system had high performance values. While shipping costs have low performance. While the results of consumer satisfaction show that the CSI score is 62.4%, meaning that consumers are satisfied with the online fishery product sales service. However, business actors need to maintain and improve their service performance

Keywords

Consumer’ Perception Digital Marketing Behavior Fishery Product

Article Details

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Author Biographies

M. Khairul Anam, Universitas Islam Lamongan

Academic Profile: Google Scholar, Sinta, Linkedin

Muntalim Muntalim, Universitas Islam Lamongan

Academic Profile: Google Scholar, Sinta

Faisol Mas'ud, Universitas Islam Lamongan

Academic Profile: Scopus, Google Scholar, Sinta

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