Pengaruh Kualitas Produk, Kualitas Pelayanan, Harga, dan Citra Merek Terhadap Kepuasan Pelanggan Pembelian pada Aplikasi Daring Shopee di FEB UMS

Abstract

This study aims to analyze and discuss (1) the effect of product quality on customer satisfaction, (2) the influence of service quality on customer satisfaction, (3) the effect of price on customer satisfaction. (4) the influence of the brand image on customer satisfaction. This research is quantitative research. The population in this study is customer purchar on the online applicasin. The sample used in this study was 100 respondents. The sampling technique used in this study uses purposive sampling, namely sampling is done with certain considerations by taking into account the desired respondents. The analysis used in this study is a research instrument test, multiple linear regression analysis, determination coefficient (R2), F test, t test. he results of this study indicate R2 of 0.373 (37.3%) which means that the customer satisfaction variable can be explained by variables of product quality, service quality, price, and brand image the remaining 62.7% is explained by variables not examined. Based on the analysis explained that product quality no significant effect on customer satisfaction.While service quality, price, and brand image have a significant effect on purchasing decisions