July 5, 2024

Influence of Promotion Quality, Prices and Improving the Quality of Online Shopping Services on Customer Satisfaction: Research on E-commerce Business Shopee

Key Points

Consumer satisfaction is significantly influenced by service quality and advertising quality, enhancing loyalty.
Regression analysis shows that both price and service quality are key drivers of purchasing decisions.
Data collected through online surveys from active Shopee users underscores the importance of competitive pricing strategies for e-commerce success. The findings suggest that improving service quality can lead to higher consumer retention rates.

Abstract

Online shopping has grown rapidly in recent years, with e-commerce platforms such as Shopee becoming one of the dominant platforms in the market. The aim of this research is to determine the factors that influence consumer purchasing decisions on Shopee, specifically advertising quality, price, and service quality.The quantitative approach involves collecting data through online surveys of active Shopee users. Regression analysis is used to assess the relative influence of these variables on online shopping behavior. The results of this research provide valuable insights for e-commerce managers to improve advertising strategies, set fair prices, improve service quality, and increase consumer satisfaction and customer loyalty on Shopee

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