Published: 2023-12-01

Pengaruh Promosi, Harga dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan pada Marketplace Shopee

DOI: 10.35870/jemsi.v9i6.1664

Dwi Nita Aryani, Hartutik, Desi Derina Yusda, Ni Desak Made Santi Diwyarthi , Yanti Setianti
  • Dwi Nita Aryani: STIE Malangkucecwara , Indonesia
  • Hartutik: Universitas Muhammadiyah Jakarta , Indonesia . image/svg+xml
  • Desi Derina Yusda: Universitas Mitra Indonesia , Indonesia . image/svg+xml
  • Ni Desak Made Santi Diwyarthi : Politeknik Pariwisata Bali , Indonesia
  • Yanti Setianti: Padjadjaran University , Indonesia . image/svg+xml
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Abstract

Penelitian ini untuk mengetahui dan bertujuan menganalisis pengaruh promosi, harga dan kualitas pelayanan terhadap kepuasan pelanggan pada marketplace Shopee, baik secara parsial maupun simultan. Penelitian dilakukan dengan metode kuantitatif, dengan desain penelitian hubungan kausal. Sampel dalam penelitian ini jumlahnya 100 responden.  Metode sampel nonprobability sampling dengan sampling purposive, menggunakan software SPSS versi 26. Metode analisis yang digunakan adalah analisis regresi linier berganda. Hasil penelitian secara parsial menunjukkan variabel promosi, harga dan kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan pada marketplace Shopee. Penelitian ini hasil nilai R Square dibuktikan sebesar 48% sementara sisanya 52% dapat dijelaskan oleh variabel lain seperti brand image dan reputasi merek dan lain-lain. Penelitian uji simultan bahwa promosi, harga dan kualitas pelayanan berpengaruh positif dan bersignifikan terhadap kepuasan pelanggan marketplace Shopee di kota Malang.

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How to Cite

Aryani, D. N., Hartutik, Desi Derina Yusda, Ni Desak Made Santi Diwyarthi, & Yanti Setianti. (2023). Pengaruh Promosi, Harga dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan pada Marketplace Shopee. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2438-2443. https://doi.org/10.35870/jemsi.v9i6.1664
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 6 (2023)

  • Section: Articles

  • Published: %750 %e, %2023

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