PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN E-COMMERCE SHOPEE PADA MASYARAKAT MILENIAL KELURAHAN MADUREJO PENGGUNA SHOPEE

Siti Khotimah, Sukirman Sukirman, Ani Yunita Sari

Sari


E-commerce as an alternative to modern business, service quality in the context of e-commerce is increasingly recognized as an efficient method to obtain and maintain a comparative advantage. Shopee is an industry that is engaged in buying and selling goods using an electronic commerce system, whose transactions are carried out online.
The purpose of this study was to determine whether the quality of service affects consumers simultaneously and whether the quality of service with the dimensions of efficient electrobic, fullfilment, responsiveness and compensation has an effect on millennial consumer satisfaction in Madurejo Village. In this study, 72 respondents were used, namely Shopee customers in Madurejo Village. The measurement of service quality on customer satisfaction uses the e-servqual method that focuses on 4 (four) variables, namely efficiency, fullfilment, responsiveness and compensation.
The results of this study indicate that the quality of service by testing the variables Efficient (X1), Fulfillment (X2), Responsiveness (X3), and Compensation (X4) where each variable has a positive influence on consumer satisfaction but the effect of service quality on customer satisfaction is the most influential on consumer satisfaction is on the responsiveness variable (X3) . the calculated F value obtained is 7,469. At a significance level of 5%, the results are significant, namely (7,469) > 0.05. This result shows that service quality has a simultaneous effect on customer satisfaction

Kata Kunci


E-Commerce, Shopee, Service Quality, Consumer Satisfaction

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Referensi


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