Digital Marketing Strategy and Logistics Performance as Drivers of Customer Satisfaction: Empirical Evidence from a Local Streetwear Brand

Irfan Hafizh Hamaminata; Maulana Agung P; May Roni

doi:10.63922/ijebir.v5i05.6477

Irfan Hafizh Hamaminata Social Science and Political Science Faculty, Lampung University, Bandar Lampung Indonesia
Maulana Agung P Social Science and Political Science Faculty, Lampung University, Bandar Lampung Indonesia
May Roni Social Science and Political Science Faculty, Lampung University, Bandar Lampung Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.6477

Keywords: Flash Sale, Delivery Speed, Customer Satisfaction, Streetwear, Shopee

Abstract

In the contemporary retail fashion sector, aligning digital promotional incentives with robust distribution logistics is essential for securing long-term brand equity and customer retention. Responding to this operational paradigm, this study investigates the partial and simultaneous influence of time limited promotional tools through Flash Sale (X1) and order-fulfillment efficiency through Delivery Speed (X2) on Customer Satisfaction (Y) at a leading Indonesian streetwear brand, Thanksinsomnia, which operates on the Shopee marketplace. A quantitative explanatory methodology was employed by surveying 100 digitally active urban consumers in the city of Bandar Lampung, selected through purposive sampling criteria. The primary metrics collected were statistically evaluated using multiple linear regression analysis via SPSS software. The empirical results show that Flash Sale has a significant, positive effect on customer satisfaction by increasing the perceived value of the promotion. Simultaneously, Delivery Speed shows a highly significant positive effect on satisfaction and emerges as the most dominant driver () in the structural model, largely due to the inter-island transit challenges faced by regional consumers outside Java Island. Simultaneously, the two operational pillars explain a substantial proportion of the variance in regional consumer-satisfaction metrics (). Collectively, these findings demonstrate that integrating local supply-chain responsiveness with strategic promotional touchpoints plays a major role in minimizing purchase barriers and generating superior consumer evaluations in the regional digital market.

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