Influence of Service Quality and Prices on Lazada Customer Satisfaction (Case Study of the Community of RW 10 Galanggang Batujajar Village, West Bandung District)

Syipa Fauziah
Doni Dirgantara Asikin

International Journal of Scientific Multidisciplinary Research (IJSMR)
Vol. 2 No. 6 (2024): June 2024

his research was conducted on an online shopping application. This research aims to determine the influence of service quality and price on Lazada consumer satisfaction, both partially and simultaneously. The research uses descriptive and associative methods, the unit of analysis in this research is the people of RW 10, Galanggang Batujajar Village, West Bandung Regency who have used or are currently using Lazada. The sample in this study consisted of 100 respondents. The analytical method for this research uses multiple linear regression analysis. The research instrument uses a questionnaire and tests validity and reliability. The findings of the study indiate that pricing and service quality may have a simultaneous or partial impact on customer satisfaction. The suggestion in this research is that the Lazada application is expected to be able to improve service quality and adjust prices to the quality of services and products so that consumer satisfaction can be met