PENGARUH E-SERVICE QUALITY TERHADAP KEPUASAN KONSUMEN APLIKASI SHOPEE PADA MAHASISWA KOTA PALEMBANG

MAHARANI, ROHAYA DWI and Nailis, Welly (2025) PENGARUH E-SERVICE QUALITY TERHADAP KEPUASAN KONSUMEN APLIKASI SHOPEE PADA MAHASISWA KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the effect of e-service quality on consumer satisfaction with the Shopee application for students in Palembang City. This research is a quantitative study with a survey method using a questionnaire as a data collection instrument. The population in this study were students who used the Shopee application in Palembang City, while the sample was taken using purposive sampling technique so that 100 respondents were obtained. The data analysis technique used in this study was multiple linear regression with classical assumption tests to ensure the validity of the research model. The results showed that the variables in e-service quality simultaneously have a significant effect on customer satisfaction. Partially, the variables of efficiency, system availability, fulfillment, privacy, and responsiveness have a significant influence on customer satisfaction. However, the variables of compensation and contact do not have a significant effect. This finding shows that consumers prioritize aspects of service speed, system stability, data security, and response to problems compared to aspects of compensation and direct contact with customer service. Of all the variables tested, system availability proved to be the dominant factor that influenced customer satisfaction. Consumers are more satisfied when the Shopee app runs stably without technical constraints such as crashes or interruptions in the transaction process. Therefore, improving on the aspects of system reliability and app responsiveness can be a key strategy in increasing Shopee user satisfaction.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	E-Service Quality, Customer Satisfaction, Shopee, System Availability, Student
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Rohaya Dwi Maharani
Date Deposited:	08 May 2025 04:11
Last Modified:	08 May 2025 04:11
URI:	http://repository.unsri.ac.id/id/eprint/171768

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