The influence of social media marketing and service quality towards consumer satisfaction on e-commerce Shopee

Cindy, Cindy (2022) The influence of social media marketing and service quality towards consumer satisfaction on e-commerce Shopee. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Consumers use applications or websites to fulfill daily needs and shop in e-commerce. The writer chose e-commerce Shopee to be the object of research. As an e-commerce company, Shopee does marketing using social media, service quality, product quality, to be able meet the consumer satisfaction when consumers choose Shopee. The aim of this research is to see whether the social media marketing and service quality affect the consumer satisfaction on e-commerce Shopee. This research uses quantitative method and distributing the questionnaires to 100 Shopee users. The data was tested using validity and reliability test. The data analysis method used is multiple linear regression which is analyze using IBM SPSS Version 25. Based on the results shows that social media marketing and service quality simultaneously has significant effect towards consumer satisfaction on e-commerce Shopee. The t-test resuls shows that social media marketing has a positive and significant effect towards consumer satisfaction on e-commerce Shopee, service quality has a positive and significant effect towards consumer satisfaction on e-commerce Shopee, it means that the better the social media marketing and service quality are performed, then the consumer satisfaction is higher. The result of the coefficient of determination or R-Square is 0.079. This results shows that 7.9% of the consumer satisfaction is influenced by social media marketing and service quality. While, the remaining 92.1% is influenced by other variables or factors that are not discussed in this research such as location and etc. The recommendation for this research for social media marketing variable is to provide clear and legit information, and service quality variable is to increase the responsiveness customer service./ Konsumen menggunakan aplikasi atau website untuk memenuhi kebutuhan sehari-hari dan berbelanja di e-commerce. Penulis memilih e-commerce Shopee sebagai objek penelitian. Sebagai perusahaan e-commerce, Shopee melakukan pemasaran menggunakan media sosial, kualitas layanan, kualitas produk, untuk dapat memenuhi kepuasan konsumen ketika konsumen memilih Shopee untuk berbelanja secara online. Penelitian ini bertujuan untuk melihat apakah pemasaran media sosial dan kualitas servis berpengaruh terhadap kepuasan konsumen pada e-commerce Shopee. Penelitian ini menggunakan metode kuantitatif dan penyebaran kuesioner kepada 100 responden pengguna Shopee. Data diuji dengan menggunakan uji validitas dan reliabilitas. Metode analisis data yang digunakan adalah regresi linier berganda yang dianalisis menggunakan IBM SPSS Versi 25. Berdasarkan hasil penelitian menunjukkan bahwa pemasaran media sosial dan kualitas layanan secara simultan berpengaruh signifikan terhadap kepuasan konsumen pada e-commerce Shopee. Hasil uji t menunjukkan bahwa pemasaran media sosial berpengaruh positif dan signifikan terhadap kepuasan konsumen pada e-commerce Shopee, kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan konsumen pada e-commerce Shopee, artinya semakin baik social media. pemasaran dan kualitas pelayanan dilakukan, maka kepuasan konsumen semakin tinggi. Hasil koefisien determinasi atau R-Square adalah 0,079. Hasil ini menunjukkan bahwa 7,9% kepuasan konsumen dipengaruhi oleh pemasaran media sosial dan kualitas layanan. Sedangkan sisanya 92,1% dipengaruhi oleh variabel atau faktor lain yang tidak dibahas dalam penelitian ini seperti lokasi dan lain-lain. Rekomendasi penelitian ini untuk variabel pemasaran media sosial adalah memberikan informasi yang jelas, dan variable kualitas layanan adalah meningkatkan daya tanggap kustomer servis.

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