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26 July 2025
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29 July 2025
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29 July 2025
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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perceived usefulness, jumlah ulasan (review quantity), kepercayaan (trust), dan peringkat produk (product rating) terhadap kepuasan pelanggan (customer satisfaction) pada platform e-commerce Shopee. Latar belakang penelitian ini didasari oleh meningkatnya tren belanja daring yang membuat konsumen semakin bergantung pada informasi digital sebelum melakukan pembelian, seperti ulasan, rating, dan persepsi atas kegunaan platform. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana data dikumpulkan melalui kuesioner online kepada 105 responden yang merupakan pengguna aktif Shopee. Teknik analisis yang digunakan adalah partial least squares structural equation modeling (PLS-SEM) untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa keempat variabel independen, yaitu perceived usefulness, review quantity, trust, dan product rating, berpengaruh signifikan terhadap customer satisfaction. Temuan ini menegaskan bahwa pengalaman konsumen yang positif, yang ditentukan oleh faktor-faktor seperti kemudahan penggunaan, kepercayaan terhadap platform, dan kualitas informasi produk, sangat berperan dalam meningkatkan loyalitas pelanggan dan kepuasan pelanggan pada platform e-commerce. Penelitian ini memberikan implikasi praktis bagi pelaku e-commerce, khususnya dalam meningkatkan strategi layanan pelanggan dan membangun kepercayaan serta transparansi informasi produk guna mempertahankan pelanggan secara berkelanjutan.

Keywords

perceived usefulness review quantity trust customer satisfaction

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Copyright (c) 2025 Difa Ammar Shiddiq, Binarin Tirto Andika

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Shiddiq, D. A., & Andika, B. T. (2025). Pengaruh Percieved Usefulness, Review Quantity, Trust, dan Rating Product terhadap Customer Satisfaction pada E-Commerce Shopee. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(2), 163–178. Retrieved from https://journal.uii.ac.id/selma/article/view/42296
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