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All Journal Journal of Humanities Education Management Accounting and Transportation
Mamdukhah, Ghina
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Humanities Economics, Econometrics & Finance Education Physics Transportation

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The Role of E-Service Quality, Brand Awareness, and Customer value in Influencing Bukalapak Customer Satisfaction Mamdukhah, Ghina; Nuvriasari, Audita
Journal of Humanities Education Management Accounting and Transportation Vol 2, No 1 (2025): Februari 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/hemat.v2i1.4935

Abstract

This study aims to analyze the effect of e-service quality, brand awareness, and customer value on Bukalapak customer satisfaction. The sample in this study was 100 respondents who were determined by purposive sampling technique. The data collection method uses a questionnaire distributed online. The analytical tool used in hypothesis testing is multiple linear regression and hypothesis testing with the t test. The results of this study prove that: (1) E-Service Quality has no significant effect on Bukalapak Customer Satisfaction. (2) Brand Awareness has a positive and significant effect on Bukalapak Customer Satisfaction. (3) Customer Value has a positive and significant effect on Bukalapak Customer Satisfaction. These results have implications for the Bukalapak marketplace, especially in evaluating the level of customer satisfaction and designing marketing strategies to increase customer satisfaction.
Co-Authors Audita Nuvriasari