Pengaruh Kualitas Layanan Online Dan Kemudahan Penggunaan Fitur Shopee Food Pada Aplikasi Shopee Terhadap Kepuasan Pelanggan Di Wilayah Jakarta Timur
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Abstract
This study examines the effects of online service quality and ease of use of the ShopeeFood feature on customer satisfaction in East Jakarta. A quantitative approach was applied using primary data collected through questionnaires from 100 ShopeeFood users selected by purposive sampling. The data were analyzed using multiple linear regression with IBM SPSS Statistics version 26. The results demonstrate that online service quality has a positive and significant effect on customer satisfaction, with a regression coefficient of 0.444 and a significance level below 0.001. Ease of use also has a positive and significant effect, with a coefficient of 0.394 and a significance level below 0.001. Simultaneously, both variables significantly affect customer satisfaction. The coefficient of determination indicates that online service quality and ease of use explain 69.9% of the variation in customer satisfaction. Therefore, improving service reliability, transaction security, responsiveness, and application usability is essential for strengthening ShopeeFood customer satisfaction.
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References
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