PENGARUH KUALITAS LAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN DALAM BERBELANJA ONLINE DI SHOPEE PADA MAHASISWA STIE NOBEL INDONESIA MAKASSAR

Abstract

Herbianti. 2021. The Effect of Service Quality and Product Quality toward Consumer Satisfaction in Online Shopping at Shopee for STIE Nobel Indonesia Makassar students, supervised by Un Dini Imran and Sofyan Hamid Indar. This study aims to analyze the effect of service quality and product quality on consumer satisfaction in online shopping at Shopee. The sample used the Slovin formula was 84 respondents. Data collection methods used interviews and questionnaires. Data were analyzed by multiple regression with the help of SPSS 21 for Windows software. The regression calculation results show that the value of Adjusted R Square is 0.802. This shows that 80.2% of consumer satisfaction in shopping online at Shopee is influenced by independent variables, namely Service Quality (X1), Product Quality (X2), while the remaining 19.8% is influenced by other variables not examined. in this research. The results showed that service quality and product quality partially and simultaneously affected consumer satisfaction in shopee's shopping.