Pengaruh Kepecayaan, Nilai Pelanggan, Dan Kualitas Layanan Terhadap Kepuasan Konsumen Di Shopee (Studi Pada Pengguna Shopee di Bandar Lampung)

Abstract

This study aims to determine how much influence Trust, Customer Value, and Service Quality have on Shopee Customer Satisfaction at the Bandar Lampung. This study uses primary data, with a sample of 100 respondents who are users of the Shopee application at the Bandar Lampung. Data analysis techniques in this study used SPSS Statistics 2.0. The results showed that in the hypothesis test the trust variable had a significant effect on consumer satisfaction with a tcount value of the Trust variable of 2.684 with a probability significance of 0.09, the Customer Value variable had a tcount of 2.829 with a probability significance of 0.06 and the Service Quality variable had a tcount of 3.602 with a significant probability of 0.01. Based on the calculation results show that trust, customer value, and service quality have a positive effect on customer satisfaction. This is evidenced by the R Square value of 0.696 which indicates that the higher the value of trust, customer value, and service quality on customer satisfaction, the better.

Keywords : Trust, Customer Value, Service Quality, Consumer Satisfaction