Haris, Gea Jouvani (2022) Analisis Pengaruh Promosi, Harga Dan E-Service Quality Terhadap Kepuasan Pelanggan Dengan Menggunakan Metode Multiple Regression (Studi Kasus: Perusahaan E-Commerce). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Pada era modern seperti sekarang, kehidupan masyarakat sangat erat kaitannya dengan aktivitas belanja online yang dapat dilakukan melalui e-commerce. Dengan adanya akses untuk berbelanja melalui e-commerce, masyarakat lebih mudah untuk memenuhi kebutuhan sehari- harinya. Menurut data yang ada, minat masyarakat Indonesia dalam bertransaksi melalui e- commerce cukup tinggi. Terbukti dengan adanya kenaikan transaksi sebesar 50,8% dari tahun 2020 ke tahun 2021. Selain jumlah transaksi yang terus mengalami peningkatan, e-commerce di Indonesia juga semakin bervariasi. Karenanya, penting bagi e-commerce untuk dapat memberikan good experience kepada para penggunanya guna memenangkan pasar. Berdasarkan data yang ada, Shopee merupakan salah satu e-commerce dengan pengguna terbanyak di Indonesia. Dimana, Shopee telah digunakan oleh lebih dari 100 juta pengguna. Namun meski begitu, berdasarkan review yang ada pada Appstore, pengguna Shopee terlihat masih kurang puas terhadap aplikasi tersebut. Oleh karena itu, untuk meningkatkan kepuasan pelanggan, penelitian ini akan membahas pengaruh promosi, harga serta kualitas pelayanan terhadap kepuasan pelanggan Shopee dengan menggunakan pendekatan e-service quality dan metode multiple regression. Setelah dilakukan pengambilan data kepada 77 responden dan dilakukan pengolahan dengan metode multiple regression, didapatkan bahwa variabel promosi, harga, dan e-service quality secara simultan memiliki pengaruh sebesar 38% terhadap customer satisfaction. Melalui pengolahan multiple regression juga didapatkan bahwa nilai sig pada variabel promosi > 0,05. Hal tersebut membuktikan bahwa promosi tidak berpengaruh secara signifikan terhadap customer satisfaction. Lalu untuk variabel harga, didapatkan bahwa nilai sig > 0,05. Sehingga, variabel harga juga tidak berpengaruh secara signifikan terhadap customer satisfaction. Selanjutnya untuk variabel e-service quality didapatkan bahwa nilai sig < 0,05, sehingga variabel e-service quality memiliki pengaruh yang signifikan terhadap customer satisfaction. Oleh karena itu, untuk meningkatkan customer satisfaction, atribut-atribut yang ada pada e-service quality dapat digunakan Shopee sebagai dasar dalam melakukan perbaikan. Terutama atribut yang berkaitan dengan dimensi system availability dan efficiency
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In the modern era, people are related to online shopping activities that can be done by using e-commerce. Access to shopping through e-commerce makes it easier for people to fulfill their daily needs. According to the existing data, the interest of the Indonesian people in transacting through e-commerce is relatively high. The transaction value proves it in 2021, increasing by 50.8% from the previous year. Not only that the transaction value increased, but the number of e-commerce in Indonesia is becoming more varied. Therefore, e-commerce needs to provide an excellent experience to its users to win the market. Based on existing data, Shopee is one of the e-commerce sites with the most users in Indonesia, with more than 100 million users. However, on the Appstore, Shopee users seem to be not satisfied with the application. Therefore, to increase customer satisfaction, this study will discuss the effect of the promotion, price, and service quality on Shopee customer satisfaction using the e-service quality approach and multiple regression methods. A total of 77 completed responses were analyzed using the multiple regression method, the result indicates that the promotion, price, and e-service quality variables simultaneously have a 38% effect on customer satisfaction. By using multiple regression processing, it was also found that the sig value in the promotion was > 0.05. This proves that promotion has no significant effect on customer satisfaction. Then for the price, it was found that the value of sig > 0.05. Thus, the price also has no significant effect on customer satisfaction. However, for the e-service quality variable, it was found that the value of sig <0.05, so the e-service quality variable has a significant effect on customer satisfaction. Therefore, to increase customer satisfaction, the e-service quality’s attributes can be used by shopee as a basis for making improvements, especially attributes related to the dimensions of system availability and efficiency
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Customer Satisfaction, E-Service Quality, Harga, Promosi, dan Multiple Regression.Price, Promotion, dan Multiple Regression |
| Subjects: | H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations |
| Divisions: | Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | Mr. Marsudiyana - |
| Date Deposited: | 10 Feb 2026 10:09 |
| Last Modified: | 10 Feb 2026 10:09 |
| URI: | http://repository.its.ac.id/id/eprint/132330 |
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