PENGARUH HARGA, MINAT BELI, DAN KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN PADA SHOPEE

Abstract

This aim of the research is to find out, analyze, and test the effect of price, purchasing intention, and service quality on Shopee consumers’ satisfaction. The research was quantitative. Moreover, the populations was Shopeefood consumers. The data were primary. Furthermore, the data collection technique used purposive sampling. Since the number of populations was unlimited, the Lameshow formula was applied. Additionally, the instrument in the data collection technique was a questionnaire. In line with that, the questionnaires were distributed to 97 respondents who fulfilled the criteria as a sample. In addition, the data analysis technique used multiple linear regressions with SPSS (Statistical Product and Service Solutions) 25 version. The result showed that price had a significant effect on Shopee consumers’ satisfaction. Likewise, purchasing intention had a significant effect on Shopee consumers’ satisfaction. Similarly, service quality had significant effect on Shopee consumers’ satisfaction.