ANALISIS KEPUASAN PELANGGAN TERHADAP BELANJA ONLINE MENGGUNAKAN SPSS - Yasmin Azahra; Widarto Rachbini (Cahaya Ilmu Bangsa, 2024)
Abstract In the modern era, online shopping has become increasingly popular due to its convenience and accessibility. However, customer satisfaction plays a crucial role in the success of any online business. This study aimed to analyze customer satisfaction towards online shopping using SPSS. A quantitative research approach was employed, and data were collected through an online questionnaire. A total of 280 respondents participated in this study, and the data were analyzed using descriptive and inferential statistics. The results indicated that product quality, delivery time, and customer service were the most significant factors affecting customer satisfaction towards online shopping. The study also found that there was a significant positive relationship between customer satisfaction and loyalty towards online shopping. The findings of this study have important implications for online businesses, as they can use this information to improve their services and increase customer satisfaction. This study contributes to the literature on customer satisfaction and online shopping and provides valuable insights for practitioners in the field. Keywords: customer satisfaction, online shopping, SPSS, product quality, delivery time, customer service, loyalty. Abstrak Dalam era modern, belanja online telah menjadi semakin populer karena kenyamanan dan aksesibilitasnya. Namun, kepuasan pelanggan memainkan peran penting dalam kesuksesan bisnis online mana pun. Penelitian ini bertujuan untuk menganalisis kepuasan pelanggan terhadap belanja online menggunakan SPSS. Pendekatan penelitian kuantitatif diterapkan, dan data dikumpulkan melalui kuesioner online. Sebanyak 280 responden berpartisipasi dalam penelitian ini, dan data dianalisis menggunakan statistik deskriptif dan inferensial. Hasil penelitian menunjukkan bahwa kualitas produk, waktu pengiriman, dan layanan pelanggan adalah faktor-faktor paling signifikan yang mempengaruhi kepuasan pelanggan terhadap belanja online. Penelitian ini juga menemukan bahwa terdapat hubungan positif yang signifikan antara kepuasan pelanggan dan loyalitas terhadap belanja online. Temuan dari penelitian ini memiliki implikasi penting bagi bisnis online, karena mereka dapat menggunakan informasi ini untuk meningkatkan layanan mereka dan meningkatkan kepuasan pelanggan. Penelitian ini memberikan kontribusi pada literatur tentang kepuasan pelanggan dan belanja online serta memberikan wawasan berharga bagi praktisi di bidang ini. Kata kunci: kepuasan pelanggan, belanja online, SPSS, kualitas produk, waktu pengiriman, layanan pelanggan, loyalitas.