THE INFLUENCE OF PRODUCT QUALITY, SERVICE AND WEB DESIGN ON CONSUMER SATISFACTION IN SHOPPING ONLINE THROUGH SHOPEE
(Case Study on Management Study Program Students of
Institut Teknologi dan Ilmu Sosial Khatulistiwa)

THE INFLUENCE OF PRODUCT QUALITY, SERVICE AND WEB DESIGN ON CONSUMER SATISFACTION IN SHOPPING ONLINE THROUGH SHOPEE
(Case Study on Management Study Program Students of
Institut Teknologi dan Ilmu Sosial Khatulistiwa)

Customer Satisfaction, Product Quality, Service, Web Design

This study intends to investigate the extent to which product quality, service, and web design influence consumer satisfaction when buying online via Shopee for students enrolled in the management program at the Institut Teknologi dan Ilmu Sosial Khatulistiwa. This study uses an associative type of research. A total sample of 60 respondents were involved. The data was collected by distributing questionnaires. The results of the study showed that the multiple linear regression equation Y=9,613+0,188X1+0,227X2+0,384X3+e. From the t-test conducted, it was found that product quality had a significant effect on consumer satisfaction with a significant value of 0,030 > 0,05, the service variable obtained results that had a significant effect on consumer satisfaction with a significant value of 0,001 <0,05 and the web design variable also obtained a significant effect on consumer satisfaction with a significant value of 0,001 <0,05. Simultaneously, product quality, service and web design have a significant effect on customer satisfaction with a significant value of 0,000 <0,05. Meanwhile, the coefficient of determination (R2) obtained a coefficient value of 0,325 (32,5%), which means that the product quality and price affect consumer satisfaction, while the rest is influenced by other variables.

Endarwita1), Mai Yuliza2), Hanisa Kurniawati3)

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023

peri irawan

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