PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DALAM BERBELANJA ONLINE SHOPEE

Ulfa, Alifatul (2021) PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DALAM BERBELANJA ONLINE SHOPEE. EDUTAMA, - (-). -. ISSN 2548-281X (Unpublished)

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Abstract

Abstract : The problem of customer satisfaction will arise if one of the factors does not fulfilled, for example the price does not match the goods sold, poor service quality, and many other factors. Price is the main factors that can affect customer satisfaction. The second factor that can affect customer satisfaction is service quality. This study aims to prove whether there is an influence of price and service quality on consumer satisfaction in online shopping at shopee for students of the Economics Education Study Program, IKIP PGRI Bojonegoro.This research is a causal associative research with a quantitative approach. The population in this study were students of the IKIP PGRI Bojonegoro Economic Education Study Program. The sampling technique used purposive sampling method, the number of samples used was 60 respondents. Data were analyzed using multiple linear regression analysis which was processed using SPSS 16.00 software. Data collection techniz ques using a questionnaire.The results showed (1) there was an effect of price on consumer satisfaction, with a value of tcount 3.183 > ttable 2.00 and a significance value of t 0.002 < 0.05. (2) there was an effect of service quality on customer satisfaction, with a value of tcount 3.213 > ttable 2.00 and a significance value of t 0.002 < 0.05. (3) there is a joint effect of price and service quality on consumer satisfaction, with a value of Fcount 11.213 > Ftable 3.16, a significance value of 0.000 < 0.05, and R Square of 28.2%. Keywords: Price, Service Quality, Consumer Satisfaction.

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