PENGARUH E-SERVICE QUALITY DAN HARGA TERHADAP KEPUASAN KONSUMEN PENGGUNA APLIKASI SHOPEE (Studi Kasus: Mahasiswa Kampus II Universitas Bung Hatta)
Keywords:
E-Service Quality, Price, consumer satisfactionAbstract
This study aims to prove the satisfaction of shopee application users on campus II students at Bung Hatta University. This empirical study was conducted to analyze the relationship between E-Service Quality and price on consumer satisfaction of shopee application users. Qualitative analysis techniques were used to test two hypotheses through a survey using a five-point Likert scale. The sampling technique in this research is purposive sampling. Data were obtained from 100 respondents who directly bought products at shopee. The distribution of questionnaires conducted by researchers used two ways, namely direct distribution and dissemination through Google from. The influence between the determinants was analyzed using SPSS 16.0 software. The results showed that the quality of e-service had a positive effect on shopee application user satisfaction on Bung Hatta University campus II students and price had a positive effect on shopee application consumer satisfaction on Bung Hatta University campus II students.
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