PENGARUH KUALITAS PELAYANAN, LOKASI, DAN PENGALAMAN BERBELANJA ONLINE TERHADAP KEPUASAN PELANGGAN DI HAMPARAN PUGU KECAMATAN AIR HANGAT BARAT

Cahya fadilla, Stefi (2025) PENGARUH KUALITAS PELAYANAN, LOKASI, DAN PENGALAMAN BERBELANJA ONLINE TERHADAP KEPUASAN PELANGGAN DI HAMPARAN PUGU KECAMATAN AIR HANGAT BARAT. PENGARUH KUALITAS PELAYANAN, LOKASI, DAN PENGALAMAN BERBELANJA ONLINE TERHADAP KEPUASAN PELANGGAN DI HAMPARAN PUGU KECAMATAN AIR HANGAT BARAT. (Unpublished)

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Abstract

Abstract rdevelopment of The development of information and communication technology has changed the way people shopping, making online shopping a top choice because of its ease and convenience. convenience. This article discusses three main factors that influence satisfaction in online shopping: service quality, location, and shopping experience. shopping experience. Service quality, based on the SERVQUAL model, shows a positive influence on customer satisfaction. positive influence on customer satisfaction. Although location in the context of e-commerce context is virtual, customer perceptions of delivery efficiency remains relevant. The shopping experience includes ease of navigation, security of transaction, and interaction with the seller. This research uses a quantitative approach with a survey method of Shopee application users in Hamparan Pugu Village. Hamparan Pugu Village. The regression analysis results show that service quality and location have a significant effect on customer satisfaction, while the shopping experience shopping experience does not show a significant effect. These findings provide important insights for e-commerce businesses in improving their service strategy. their service strategy. Abstrak Perkembangan teknologi informasi dan komunikasi telah mengubah cara masyarakat dalam berbelanja, menjadikan belanja online pilihan utama karena kemudahan dan kenyamanannya. Artikel ini membahas tiga faktor utama yang memengaruhi kepuasan konsumen dalam berbelanja online: kualitas pelayanan, lokasi, dan pengalaman berbelanja. Kualitas pelayanan, berdasarkan model SERVQUAL, menunjukkan pengaruh positif terhadap kepuasan pelanggan. Meskipun lokasi dalam konteks e-commerce bersifat virtual, persepsi pelanggan terhadap efisiensi pengiriman tetap relevan. Pengalaman berbelanja mencakup kemudahan navigasi, keamanan transaksi, dan interaksi dengan penjual. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap pengguna aplikasi Shopee di Desa Hamparan Pugu. Hasil analisis regresi menunjukkan bahwa kualitas pelayanan dan lokasi berpengaruh signifikan terhadap kepuasan konsumen, sementara pengalaman berbelanja tidak menunjukkan pengaruh yang signifikan. Temuan ini memberikan wawasan penting bagi pelaku bisnis e-commerce dalam meningkatkan strategi layanan mereka.

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