Pengaruh Promosi dan E Service Quality terhadap Kepuasan Pengguna di Universitas Matana

Abstract

This study aims to analyze the influence of promotions and electronic service quality (e-service quality) on Shopee user satisfaction among students at Matana University. Using a quantitative approach, the research involved 100 respondents selected through a simple random sampling technique. The findings indicate that both promotions and e-service quality have a significant effect on user satisfaction, both partially and simultaneously. Promotions exhibit a greater impact compared to e-service quality. The coefficient of determination (R²) of 76.6% suggests that the variables of promotions and e-service quality explain the majority of the variations in user satisfaction. The study concludes that effective promotional strategies and improvements in electronic service quality can significantly enhance user satisfaction. This research is expected to contribute to Shopee's management in developing better marketing and service strategies and serve as a reference for future research in similar fields.