Pengaruh Kualitas Pelayanan dan Promosi Gratis Ongkir Terhadap Kepuasan Pelanggan Reven di Shopee
DOI:
https://doi.org/10.63822/wz1jhf19Keywords:
Service Quality, Free Shipping Promotion, Customer Satisfaction, ShopeeAbstract
The rapid growth of e-commerce in Indonesia has intensified competition among digital platforms, pushing online marketplaces to continuously improve service quality and promotional strategies in order to sustain customer satisfaction. Shopee, as one of the leading e-commerce platforms in Indonesia, provides a relevant context for examining the influence of service quality and free shipping promotions on customer satisfaction. This study aims to examine the effect of service quality and free shipping promotions on customer satisfaction of Reven products on Shopee. A quantitative research approach was employed using a survey method, with data collected from 100 respondents who have purchased products through Shopee. Data analysis was conducted using validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination analysis. The results indicate that service quality has a positive and significant effect on customer satisfaction, with a t-value of 2.970 exceeding the t-table value of 1.984 and a significance level of 0.004 < 0.05. Free shipping promotion also shows a positive and significant effect, with a t-value of 2.002 > 1.984 and a significance value of 0.048 < 0.05. Furthermore, both variables simultaneously have a significant effect on customer satisfaction, as indicated by an F-value of 4.372 > 3.09 with a significance value of 0.015 < 0.05. The R-square value of 0.083 suggests that the independent variables explain 8.3% of the variation in customer satisfaction, while the remaining percentage is influenced by other factors not included in this study.
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