PENGARUH PROMOSI, HARGA DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN PENGGUNA E-COMMERCE SHOPEE DI KOTA NGAWI

Yeni Rahma, Wati (2025) PENGARUH PROMOSI, HARGA DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN PENGGUNA E-COMMERCE SHOPEE DI KOTA NGAWI. S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the influence of promotion, price, and service quality towards customer satisfaction of Shopee e-commerce users in Ngawi City. Shopee is one of the leading e-commerce platforms in Indonesia, popular in various regions, including Ngawi City, which has aggressive digital promotion strategy, competitive pricing, and technology-based services. This study used a quantitative approach with a survey method by distributing questionnaires to 385 active Shopee user respondents. Data were analyzed using multiple linear regression with SPSS version 25. The results show that promotion has a positive and significant effect towards customer satisfaction of Shopee e-commerce users in Ngawi City, price has a positive and significant effect towards customer satisfaction of Shopee e-commerce users in Ngawi City, and service quality has a positive and significant effect towards customer satisfaction of Shopee e-commerce users in Ngawi City. These findings indicate that attractive promotions, competitive prices, and fast, clear, and responsive service can increase customer satisfaction. Therefore, Shopee is advised to optimize these three factors to maintain customer loyalty and strengthen its position in the e-commerce market. Keywords: Promotion, Price, Service Quality, Customer satisfaction, E- Commerce, Shopee

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Promotion, Price, Service Quality, Customer satisfaction, E- Commerce, Shopee
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	WATI RAHMA YENI
Date Deposited:	16 Oct 2025 07:21
Last Modified:	16 Oct 2025 07:21
URI:	http://eprint.unipma.ac.id/id/eprint/5486

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