PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP MINAT BELI DIMEDIASI KEPUASAN PELANGGAN PADA SHOPEE (Studi Kasus Pada Mahasiswa Stiesia)

Abstract

This research aimed to examine and discuss the effect of service quality and price on buying intentions which was intervened by customers’ satisfaction of Shopee. The buying intention is an intention of buying some products or services in order to fulfill the consumers’ needs.The research was quantitative. Moreover, the data were primary. Furthermore, the data collection technique used purposive sampling, in which the sample was based on criteria given. Additionally, the instrument in data collection technique used questionnaires which were distributed to 100 consumers as its respondents. In addition, the data analysis technique used path analysis with SPSS (Statistical Product and Service Solution) 25. The research result concluded that service quality had a positive but insignificant effect on buying intentions. On the other hand, price had a positive and significant effect on buying intentions. In addition, customers’ satisfaction mediated the effect of service quality and price on buying intentions of Shopee.
Keywords: service quality, price, buying intentions, intervened by customers’ satisfaction