Published: 2024-04-01

Pengaruh Digital Marketing, Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen pada Pengguna Aplikasi Shopee

DOI: 10.35870/jemsi.v10i2.2312

Heri Aji Setiawan
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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing, kualitas produk dan kualitas pelayanan terhadap kepuasan konsumen pengguna aplikasi Shopee. Populasi dalam penelitian adalah para konsumen pengguna aplikasi Shopee, dengan jumlah sampel sebanyak 100 responden. Model yang digunakan dalam penelitian ini adalah analisis regresi linier berganda. Hasil penelitian secara parsial bahwa variabel digital marketing, kualitas produk dan kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan konsumen pengguna aplikasi Shopee. Hasil uji simultan dalam penelitian bahwa digital marketing, kualitas produk dan kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan konsumen pengguna aplikasi Shopee. Hasil penelitian yang diperoleh melalui hasil nilai R Square dibuktikan dengan hasil sebesar 45,8%. Sisanya sebesar 54,2% dapat dijelaskan oleh variabel lain diluar penelitian ini misalnya harga, lokasi dan promosi dan lain-lain.

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How to Cite

Setiawan, H. A. (2024). Pengaruh Digital Marketing, Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen pada Pengguna Aplikasi Shopee. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(2), 1360-1366. https://doi.org/10.35870/jemsi.v10i2.2312
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. 10 No. 2 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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