The Effect of E-Service Quality, Security, and Promotion on Customer Satisfaction of E-Commerce Shopee
DOI:
https://doi.org/10.58812/wsis.v2i09.1257Keywords:
E-Service Quality, Security, Promotion, Customer SatisfactionAbstract
The rapid advancement of information technology has led to the convergence of telecommunications and computer technologies. This shift has also influenced consumer behavior, with a growing number of individuals becoming more accustomed to online shopping, resulting in an increasing number of e-commerce users. Shopee, the leading e-commerce platform in Indonesia, has the highest number of website visits, positioning it as the top e-commerce site in the country. The purpose of this study is to analyze how e-service quality, security, and promotions influence e-customer satisfaction with Shopee among Generation Z in Denpasar. The study employs a descriptive quantitative research method with a sample size of 100 respondents. The t-test results for e-service quality reveal a t-value of 5.930, which is greater than the critical value of 1.984, indicating a significant positive effect of e-service quality on customer satisfaction. Conversely, the security variable demonstrates a negative impact on customer satisfaction, with a t-value of -2.842, which is less than the critical value of 1.984. The promotion variable exhibits a positive effect on customer satisfaction, with a t-value of 4.916, exceeding the critical value of 1.984. Furthermore, the overall hypothesis is supported as the calculated F-value of 62.474 exceeds the F-table value of 2.70, indicating that e-service quality (X1), security (X2), and promotions (X3) collectively influence customer satisfaction (Y).
References
E. Susilowati, A. Permadi, S. Hariyanti, M. Munir, and A. Wahyudi, “Analysis of the Implementation of Digitalization of Financial Statements in Micro, Small, and Medium Enterprises,” Open Access Indones. J. Soc. Sci., vol. 6, no. 4, pp. 1048–1054, 2023.
R. Lalkaka, “Technology business incubators to help build an innovation-based economy,” J. Chang. Manag., vol. 3, no. 2, pp. 167–176, 2002, doi: 10.1080/714042533.
N. Hoya, “PENGARUH E-SERVICE QUALITY, HARGA, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN DI TOKOPEDIA (Studi Kasus Mahasiswa STEI Jakarta).” Sekolah Tinggi Ilmu ekonomi Indonesia Jakarta, 2022.
H. R. Hatta, E. H. Manurung, H. Yodiansyah, S. Sukirman, and Z. Zilfana, “Assessing the Influence of Leadership Style, Decision Making, Communication, and Team Building on the Success of MSME Entrepreneurial Businesses in Bandung City,” West Sci. Bus. Manag., vol. 1, no. 02, pp. 42–49, 2023.
N. N. Sudrajat and M. S. Drajat, “Pengaruh E-Service Quality terhadap Kepuasan Pelanggan,” Pros. Hub. Masy., pp. 576–579, 2021.
Z. Setiawan et al., PENDIDIKAN MULTIMEDIA: Konsep dan Aplikasi pada era revolusi industri 4.0 menuju society 5.0. PT. Sonpedia Publishing Indonesia, 2023.
M. Sufiati, “Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Tingkat Kepuasan Nasabah (Studi Pada Bank BNI Syariah Cabang Banda Aceh).” UIN Ar-Raniry Banda Aceh, 2018.
R. Nurakhmawati, A. Purnamawati, and I. Fahmi, “Pengaruh kualitas pelayanan e-commerce shopee terhadap kepuasan pelanggan melalui keputusan pembelian,” 2022.
V. A. Zeithaml, L. L. Berry, and A. Parasuraman, “Communication and control processes in the delivery of service quality,” J. Mark., vol. 52, no. 2, pp. 35–48, 1988.
R. T. Y. Yanto and A. D. Anjarsari, “Pengaruh E-Service Quality Terhadap Kepuasan Pelanggan E-Commerce (Studi Kasus Pengguna Toko Online Shopee),” Pro Mark, vol. 11, no. 1, p. 13, 2021.
D. Budiman, Y. Iskandar, and A. Y. Jasuni, “Millennials’ Development Strategy Agri-Socio-Preneur in West Java,” in International Conference on Economics, Management and Accounting (ICEMAC 2021), Atlantis Press, 2022, pp. 315–323.
D. A. Putra and D. Triwardhani, “Pengaruh Kepercayaan, Keamanan Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pengguna Shopee di Kota Solok,” J. Young Entrep., vol. 2, no. 2, pp. 78–93, 2023.
I. C. Ramadhan and T. C. Anggraeni, “Pengaruh promosi, keamanan dan kualitas pelayanan terhadap kepuasan pelanggan shopee,” J. Ilm. Multidisiplin, vol. 1, no. 01, pp. 1–11, 2022.
F. Tjiptono, Service, Quality & Satisfaction. Yogyakarta: Andi, 2016.
P. Kotler and K. L. Keller, “manajemen pemasaran (J. Purba (ed.).” PT. INDEKS, 2018.
D. N. S. Rambe and N. Aslami, “Analisis Strategi Pemasaran Dalam Pasar Global,” El-Mujtama J. Pengabdi. Masy., vol. 1, no. 2, pp. 213–223, 2021.
A. ZULUZMI and M. R. Junaidi, “Pengaruh Kualitas Sistem Aplikasi, User Experience, Dan E-Service Quality Terhadap Kepuasan Pelanggan Pada Pengguna Tokopedia Di Solo Raya.” UIN Surakarta, 2023.
W. R. Adhitya and A. Fauziah, “Pengaruh Kemudahan Transaksi, Keamanan Transaksi, Dan Kualitas Pelayanan Pelanggan Terhadap Keputusan Pembelian Online Di Shopee (Studi Kasus Pada Mahasiswa Manajemen Universitas Potensi Utama),” Manaj. Kreat. J., vol. 1, no. 1, pp. 178–189, 2023.
Y. K. Ronsumbre, “PENGARUH PROMOSI DAN E-SERVQUAL TERHADAP KEPUASAN PELANGGAN BERBELANJA ONLINE DI SHOPEE (STUDI PADA MAHASISWA MANAJEMEN UNDIKSHA) TAHUN 2019.” Universitas Pendidikan Ganesha, 2021.
W. Yuliyanto, “Pengaruh promosi terhadap kepuasan pelanggan di Toko Aleea Shopid Kebumen,” J. Bus. Econ. Res., vol. 1, no. 2, pp. 168–172, 2020.
P. Kotler and K. L. Keller, “Manajemen pemasaran.” edisi, 2009.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 I Gusti Ayu Wilya Susmitha Prami Dewi, Ni Luh Putu Surya Astitiani, Ni Made Widnyani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Facebook 
Instagram 
Twitter 
Youtube 
+62 821 1557 5700
westscience.journals@gmail.com