DOI of the published article https://doi.org/10.37385/msej.v5i2.7085
The Influence of Produck Quality And Discount & Cashback Programs On Shopee Customer Satisfaction (East Java Province)
Pengaruh Kualitas Produk dan Program Diskon & Cashback terhadap Kepuasan Pelanggan Shopee (Provinsi Jawa Timur)
DOI:
https://doi.org/10.21070/ups.7691Keywords:
Product Quality, Discount and Cashback, Customer Satisfaction, E-commerce, ShopeeAbstract
This study aims to analyze the effect of product quality and discount & cashback programs on Shopee customer satisfaction in East Java Province. The research uses a quantitative method with a survey approach, collecting data through questionnaires from 100 respondents selected using the convenience sampling method. Data analysis was conducted using multiple linear regression tests, validity and reliability tests, as well as classical assumption tests. The results show that product quality has a positive and significant impact on customer satisfaction. Additionally, discount & cashback programs also significantly influence customer satisfaction. Simultaneously, both variables have a significant effect on customer satisfaction. These findings indicate that Shopee should improve product quality and develop more attractive promotional strategies to maintain customer loyalty.
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