Examining the influence of other factors

Oct 13, 2025 by wbrum.org 7 views

The Influence of Trust, Price, and Quality of the Website on Shopee's Customer Satisfaction in S1 Students of the Faculty of Economics and Business Department of Management, University of North Sumatra

Introduction

In today's digital era, online shopping has become the preferred choice for many people, especially among students. One of the popular platforms is Shopee, a leading e-commerce platform in Southeast Asia. This study aims to analyze the influence of trust, price, and quality of the website on customer satisfaction in Shopee, particularly among undergraduate students of the Faculty of Economics and Business Department of Management, University of North Sumatra.

Research Background

This research was conducted among active students from the Faculty of Economics and Business at the University of North Sumatra who made purchases at Shopee between 2015 and 2018. The analytical method used included descriptive analysis and multiple linear regression to get a deeper understanding of the influence of the variables examined. The data collected consists of primary data, obtained through a questionnaire that uses a Likert scale, and relevant secondary data.

The Importance of Trust in Online Shopping

Trust is a crucial element in online transactions. The high level of confidence will make customers feel safe in making purchases. In the context of Shopee, this trust is influenced by the reputation of the platform, other user reviews, as well as customer return and service policies. Students who rely on Shopee tend to feel more comfortable shopping if they are sure of transaction security and product quality offered. A strong trust factor can lead to increased customer loyalty and retention.

The Role of Price in Online Shopping

Competitive prices are a major factor in purchasing decisions. Research shows that students prefer platforms that offer affordable prices without sacrificing quality. Discount and promotion policies in Shopee also play a role in attracting customer attention, so prices can directly affect customer satisfaction. A price that is perceived as fair and reasonable can lead to increased customer satisfaction.

The Impact of Website Quality on Online Shopping

Good website quality affects user experience when shopping. Aspects such as ease of navigation, loading speed, and attractive appearance are very important to increase customer satisfaction. Shopee which has an intuitive design and efficient search features can create a better shopping experience, thus contributing positively to customer satisfaction. A well-designed website can lead to increased customer engagement and loyalty.

Main Findings

The results showed that simultaneously, trust, price, and quality of the website had a positive and significant effect on Shopee's customer satisfaction. The three variables are interrelated and contribute to creating a satisfying shopping experience for users. Partially, each variable also shows the same results; The trust, price, and quality of each website have a positive impact on customer satisfaction.

Based on the results of the analysis, the Adjusted R Square value of 0.458% shows that 45.8% of customer satisfaction can be explained by the website of trust, prices, and website quality. While the remaining 54.2% can be explained by other factors that are not covered in this study.

Conclusion

This study confirms that the trust, price, and quality of the website have a significant influence on Shopee's customer satisfaction among students. These results provide insight for Shopee managers to continue to improve these factors to maintain and attract more customers. Therefore, maintaining trust, offering competitive prices, and ensuring good quality website quality is very important to create optimal customer satisfaction.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve website quality: Shopee should continue to improve its website quality by enhancing its design, navigation, and search features to create a better shopping experience for users.
Maintain trust: Shopee should maintain its trust factor by ensuring the security of transactions, product quality, and customer return and service policies.
Offer competitive prices: Shopee should offer competitive prices without sacrificing quality to attract and retain customers.
Conduct regular surveys: Shopee should conduct regular surveys to understand customer needs and preferences to improve its services.

By implementing these recommendations, Shopee can continue to improve its customer satisfaction and maintain its position as a leading e-commerce platform in Southeast Asia.
Frequently Asked Questions (FAQs) about the Influence of Trust, Price, and Quality of the Website on Shopee's Customer Satisfaction

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the influence of trust, price, and quality of the website on customer satisfaction in Shopee, particularly among undergraduate students of the Faculty of Economics and Business Department of Management, University of North Sumatra.

Q: What is the significance of trust in online shopping?

A: Trust is a crucial element in online transactions. A high level of confidence will make customers feel safe in making purchases. In the context of Shopee, this trust is influenced by the reputation of the platform, other user reviews, as well as customer return and service policies.

Q: How does price affect customer satisfaction in online shopping?

A: Competitive prices are a major factor in purchasing decisions. Research shows that students prefer platforms that offer affordable prices without sacrificing quality. Discount and promotion policies in Shopee also play a role in attracting customer attention, so prices can directly affect customer satisfaction.

Q: What is the impact of website quality on customer satisfaction in online shopping?

A: Good website quality affects user experience when shopping. Aspects such as ease of navigation, loading speed, and attractive appearance are very important to increase customer satisfaction. Shopee which has an intuitive design and efficient search features can create a better shopping experience, thus contributing positively to customer satisfaction.

Q: What are the main findings of this study?

A: The results showed that simultaneously, trust, price, and quality of the website had a positive and significant effect on Shopee's customer satisfaction. The three variables are interrelated and contribute to creating a satisfying shopping experience for users. Partially, each variable also shows the same results; The trust, price, and quality of each website have a positive impact on customer satisfaction.

Q: What is the Adjusted R Square value of this study?

A: The Adjusted R Square value of 0.458% shows that 45.8% of customer satisfaction can be explained by the website of trust, prices, and website quality. While the remaining 54.2% can be explained by other factors that are not covered in this study.

Q: What are the recommendations for Shopee based on the findings of this study?

A: Based on the findings of this study, the following recommendations are made:

Improve website quality: Shopee should continue to improve its website quality by enhancing its design, navigation, and search features to create a better shopping experience for users.
Maintain trust: Shopee should maintain its trust factor by ensuring the security of transactions, product quality, and customer return and service policies.
Offer competitive prices: Shopee should offer competitive prices without sacrificing quality to attract and retain customers.
Conduct regular surveys: Shopee should conduct regular surveys to understand customer needs and preferences to improve its services.

Q: What are the implications of this study for Shopee and its customers?

A: This study confirms that the trust, price, and quality of the website have a significant influence on Shopee's customer satisfaction among students. These results provide insight for Shopee managers to continue to improve these factors to maintain and attract more customers. Therefore, maintaining trust, offering competitive prices, and ensuring good quality website quality is very important to create optimal customer satisfaction.

Q: What are the limitations of this study?

A: This study has several limitations, including:

Sample size: The sample size of this study is limited to undergraduate students of the Faculty of Economics and Business Department of Management, University of North Sumatra.
Time frame: The study was conducted between 2015 and 2018, which may not reflect the current market situation.
Variables: The study only examined the influence of trust, price, and quality of the website on customer satisfaction, and did not consider other factors that may affect customer satisfaction.

Q: What are the future research directions based on this study?

A: Future research directions based on this study include:

Examining the influence of other factors: Future studies can examine the influence of other factors, such as customer service, product quality, and shipping speed, on customer satisfaction.
Conducting a larger-scale study: Future studies can conduct a larger-scale study to include a more diverse sample of customers.
Examining the impact of technology: Future studies can examine the impact of technology, such as artificial intelligence and blockchain, on customer satisfaction.