Nyayu Khairani Putri, Dian Septianti, Nina Fitriana

ANALISIS PENGARUH KUALITAS PELAYANAN E-COMMERCE SHOPEE TERHADAP KEPUASAN KONSUMEN SHOPEE INDONESIA PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS TRIDINANTI PALEMBANG PENGGUNA SHOPEE

Introduction

Analisis pengaruh kualitas pelayanan e-commerce shopee terhadap kepuasan konsumen shopee indonesia pada mahasiswa fakultas ekonomi universitas tridinanti palembang pengguna shopee. Pengaruh kualitas layanan e-commerce Shopee terhadap kepuasan konsumen mahasiswa Ekonomi Tridinanti Palembang dianalisis. Efisiensi, privasi, responsivitas faktor kunci.

Abstract

The purpose of this research is to analyze the effect of Shopee's E-Commerce service quality on Shopee Indonesia's consumer satisfaction on students of the Faculty of Economics, Tridinanti University, Palembang, Shopee users. The variables used in this study are service quality which consists of efficiency, fullfilment, reliability, privacy, responsiveness, compensation, and contacts. The population in this study ware people who had used Shopee, while the study sample was 100 respondents. Multiple Regression Analysis is a data analysis technique in this study using the IBM SPSS Statistics 22 application. The results showed that there was a significant effect of efficiency, reliability, privacy, responsiveness, and contact on customer satisfaction. On the other hand, fullfilment and compensation on customer satisfaction have no significant effect.Keywords: Service Quality and Customer Satisfaction

Review

This paper investigates the influence of e-commerce service quality, specifically within the Shopee platform, on consumer satisfaction among a targeted demographic: students from the Faculty of Economics at Tridinanti University, Palembang, who are Shopee users. The study's objective to analyze this relationship is timely and relevant, given the pervasive role of e-commerce in modern consumer behavior, particularly within the Indonesian market. The research delineates service quality into seven dimensions—efficiency, fulfillment, reliability, privacy, responsiveness, compensation, and contacts—providing a comprehensive scope for analysis within its stated context. Methodologically, the study employed a quantitative approach, utilizing a sample of 100 respondents who are Shopee users. Data analysis was conducted using Multiple Regression Analysis via IBM SPSS Statistics 22. The findings indicate that five out of the seven hypothesized service quality dimensions—efficiency, reliability, privacy, responsiveness, and contact—exert a significant effect on customer satisfaction. Conversely, the dimensions of fulfillment and compensation were found to have no significant impact on customer satisfaction within the observed sample. While the paper presents clear objectives and employs appropriate statistical methods for its stated aims, certain aspects warrant further consideration. The highly specific sample, limited to students from a single university faculty, significantly restricts the generalizability of these findings to the broader Indonesian Shopee user base. The distinct characteristics and purchasing behaviors of this demographic may not reflect those of other consumer segments, thus potentially skewing the perceived importance of certain service quality dimensions (e.g., why fulfillment might not be as significant for students). Future research could benefit from a more diverse sample to enhance external validity and provide a more comprehensive understanding of e-commerce service quality drivers across different demographics. Despite these limitations, the identified significant factors offer valuable insights for Shopee in tailoring its service strategies for this specific user segment.

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