Putri, Dwindi Roseana and , Moh. Chairil Asmawan, SE., M.Pd (2023) Pengaruh Harga, Promosi Dan Kualitas Pelayanan E-Commerce Shopee Terhadap Kepuasan Konsumen Mahasiswa Pendidikan Akuntansi Universitas Muhammadiyah Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The dynamics of society continue to change and develop, including in buying and selling transactions. Currently, buying and selling from conventional to online transactions, where transactions are carried out through the internet network. Sellers and buyers communicate between social media, and the goods sold are presented online in e-commerce. This transaction requires very high trust where the goods traded can be different from those presented, so that the level of consumer satisfaction can experience problems. This study aims to test: (1) The effect of Shopee e-commerce prices on satisfaction. (2) The effect of Shopee e-commerce promotion on satisfaction (3) The effect of Shopee e-commerce service quality on satisfaction (4) The effect of price, promotion and quality of shopee e-commerce services on consumer satisfaction of Accounting Education students of Muhammadiyah University of Surakarta. This research is quantitative research. The population in this study is students of Accounting Education at the University of Muhammadiyah Surakarta class of 2019 which amounted to 160 students. The sample taken by 110 students used a proportionate random sampling technique by lottery. The data collection method uses observation, documentation, and questionnaires. The data analysis technique uses multiple linear regression analysis. The results of the analysis can be concluded (1) Shopee's e-commerce price affects consumer satisfaction with a significance value of 0.000, effective contribution (SE) of 25.19% and relative contribution of 31.103%. (2) Shopee's e-commerce promotion affects consumer satisfaction with a significance of 0.004, effective contribution (CE) of 21.98% and relative contribution of 27.131. (3) the quality of Shopee's e-commerce services affects consumer satisfaction with a significance value of 0.000, effective contribution (CE) of 33.88% and relative contribution of 41.823%. (4) price, promotion and quality of Shopee e-commerce services affect consumer satisfaction with a significance value of 0.000, and a coefficient of determination (R2) of 0.520 or 52%.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | price, promotion, service quality and customer satisfaction. |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5601 Accounting L Education > L Education (General) |
| Divisions: | Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi |
| Depositing User: | DWINDI ROSEANA PUTRI |
| Date Deposited: | 20 May 2023 07:21 |
| Last Modified: | 20 May 2023 07:21 |
| URI: | http://eprints.ums.ac.id/id/eprint/112695 |
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