ANALISIS PENGARUH KUALITAS PELAYANAN ELEKTRONIK TERHADAP KEPUASAN PELANGGAN E-COMMERCE SHOPEE DI KOTA PONTIANAK

Abstract

In this era, more and more e-commerce platforms are competing to provide the best service to maintain their company image. As an e-commerce platform that is still relatively new but with a very high number of visitors, the quality of Shopee's electronic service can influence customer satisfaction. This study aims to determine the impact of each dimension of electronic service quality (e-service quality), including efficiency, reliability, fulfillment, privacy, responsiveness, compensation, and contact, on customer satisfaction of Shopee e-commerce in the city of Pontianak. The data collection methods used are observation and questionnaires. The sampling technique employed is purposive sampling with a sample size of 80 respondents, with the criterion being customers who have made at least 3 transactions on Shopee. The data analysis technique used in this study is an associative research design with a quantitative approach. The results of this study indicate that the dimension of e-service quality, namely efficiency, has a significant impact on customer satisfaction, while reliability, fulfillment, privacy, responsiveness, compensation, and contact do not have a significant impact on customer satisfaction.