Analisis Pengaruh Persepsi Harga dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan pada Tokopedia
Abstract
Berbelanja secara daring dapat menawarkan pengalaman berbelanja online yang aman, lengkap dan nyaman. Salah satunya dapat dilakukan di Tokopedia. Dengan hal ini membuat seluruh e-commerce di Indonesia maupun internasional berlomba-lomba menjadi yang terbaik sehingga terciptanya kepuasan pelanggan. Penelitian ini dilakukan untuk mengetahui persepsi harga produk pada Tokopedia, kualitas pelayanan pada Tokopedia, kepuasan pelanggan Tokopedia, pengaruh persepsi harga dan kualitas pelayanan secara parsial dan simultan terhadap kepuasan pelanggan Tokopedia. Metode yang digunakan pada penelitian ini adalah analisis deskriptif dan analisis regresi linier berganda dengan variabel yang digunakan yaitu persepsi harga, kualitas layanan serta kepuasan pelanggan. Jenis penelitian ini adalah kuantitatif dan menggunakan sampel berjumlah 384 responden. Peneliti menggunakan software IBM SPSS 26 untuk membantu dalam pengolahan data. Dari hasil penelitian dapat disimpulkan bahwa persepsi harga produk, kualitas pelayanan, dan kepuasan pelanggan Tokopedia memiliki kategori setuju, persepsi harga memiliki pengaruh secara parsial terhadap kepuasan pelanggan, kualitas layanan memiliki pengaruh secara parsial terhadap kepuasan pelanggan, persepsi harga dan kualitas layanan berpengaruh secara simultan terhadap kepuasan pelanggan.
Kata Kunci: Marketplace, E-Commerce, persepsi harga, kualitas pelayanan, kepuasan pelanggan.
Abstract
Shopping online can offer a safe, complete and convenient online shopping experience. One of them can be done at Tokopedia. With this, all e-commerce in Indonesia and internationally are competing to be the best so as to create customer satisfaction. This research was conducted to determine the perception of product prices at Tokopedia, service quality at Tokopedia, Tokopedia customer satisfaction, the effect of price perception and service quality partially and simultaneously on Tokopedia customer satisfaction. The method used in this research were descriptive analysis and multiple linear regression analysis with the variables used were price perception, service quality and customer satisfaction. This type of research was quantitative and used a sample of 384 respondents. Researchers used IBM SPSS 26 software to assist in data processing. From the results of the study it can be concluded that the perception of product prices, service quality, and Tokopedia customer satisfaction had the agree category, price perceptions had a partial influence on customer satisfaction, service quality had a partial influence on customer satisfaction, price perceptions and service quality had a simultaneous effect on customer satisfaction.
Keywords: Marketplace, E-Commerce, price perception, service quality, customer satisfaction
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DOI: https://doi.org/10.37531/sejaman.v5i2.2395
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