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Pengaruh E-Service Quality dan Perceived Value terhadap Customer Satisfaction pada E-Commerce Shopee (Studi pada Konsumen Generasi Z di Universitas Diponegoro, Semarang )

*Dinda Bella Sakti  -  Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275", Indonesia
Widiartanto Widiartanto  -  Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275", Indonesia
Andi Wijayanto  -  Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275", Indonesia
Open Access Copyright 2023 Dinda Bella Sakti

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Abstract
This study aims to determine the effect of E-Service Quality and Perceived Value on Customer Satisfaction in Generation Z consumers of Shopee E-Commerce at Diponegoro University, Semarang. The type of research used is explanatory research. The technique used for sampling is nonprobability sampling with purposive sampling method. In this study, the sample used was 100 respondents who were analyzed using a quantitative approach. Data processing was carried out using validity and reliability tests, correlation coefficients, coefficients of determination, simple linear regression, multiple linear regression, t tests and F tests using Microsoft Excel and SPSS for Windows Version 26 applications.The conclusion from this study is that the E-Service Quality and Perceived Value variables have a significant effect on Customer Satisfaction variables in the Z generation consumers of Shopeee E-Commerce at Diponegoro University Semarang. The advice given is that Shopee can be more frequent and routine in controlling and checking application systems and be more responsive in handling errors and bugs that can cause traffic jams and freezes, be more swift and solutive to help solve problems experienced by consumers and exercise control over sellers registered.


Penelitian ini bertujuan untuk mengetahui pengaruh dari E-Service Quality dan Perceived Value terhadap Customer Satisfaction pada konsumen generasi Z E-Commerce Shopee di Universitas Diponegoro, Semarang. Tipe penelitian yang digunakan adalah explanatory research. Teknik yang digunakan untuk pengambilan sampelnya adalah nonprobability sampling dengan metode purposive sampling. Dalam penelitian ini sampel yang digunakan adalah  sebanyak 100 responden yang dianalisis menggunakan pendekatan kuantitatif. Pengolahan data dilakukan dengan menggunakan uji validitas dan reliabilitas, koefisien korelasi, koefisien determinasi, regresi linear sederhana, regresi linear berganda, uji t dan uji F menggunakan aplikasi Microsoft Excel dan SPSS versi 26. Kesimpulan dari penelitian ini adalah variabel E-Service Quality dan Perceived Value berpengaruh signifikan terhadap vaiabel Customer Satisfaction pada konsumen generasi Z E-Commerce Shopeee di Universitas Diponegoro Semarang. Saran yang diberikan yaitu Shopee dapat lebih sering dan rutin dalam melakukan pengontrolan dan pengecekan system aplikasi serta lebih tanggap dalam menangani error dan bugs yang dapat membuat macet dan freeze, lebih sigap serta solutif untuk membantu menyelesaikan permasalahan yang dialami konsumen serta melakukan controlling terhadap seller-seller yang terdaftar.
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Keywords: Customer Satisfaction; E-Service Quality; Perceived Value

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