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All Journal International Journal of Economics and Management Research
Devy Ayu Zulia Fitri
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Service Quality, Price, and Promotion on Customer Satisfaction: A Study on Shopee E-Commerce Users in the Sugio Region Devy Ayu Zulia Fitri; Nurul Badriyah
International Journal of Economics and Management Research Vol. 3 No. 3 (2024): December : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v3i3.432

Abstract

This study aims to examine the influence of service quality, price, and promotion on customer satisfaction in the context of Shopee e-commerce users in the Sugio region. Employing a quantitative descriptive approach with a case study design, primary data were collected from 100 respondents using structured questionnaires distributed online. The data were analyzed using SPSS version 26 through multiple linear regression, t-test, F-test, and coefficient of determination (R²). The findings reveal that price and promotion have a significant and positive influence on customer satisfaction, while service quality does not show a significant effect. Among the variables, price emerged as the most dominant factor, suggesting that customers in Sugio are more price-sensitive in their online purchasing decisions. The study concludes that implementing competitive pricing and engaging promotional strategies are crucial to enhancing customer satisfaction on e-commerce platforms, particularly in semi-rural markets.
Co-Authors Nurul Badriyah