THE EFFECT OF PROMOTIONS, PRICES AND SERVICE QUALITY ON USER CUSTOMER SATISFACTION E-COMMERCE SHOPEE IN NGAWI CITY

Yeni Rahma Wati, Apriyanti Apriyanti

Abstract


This investigation aims to analyze the impact of promotion, price and service quality on customer satisfaction of Shopee e-commerce users in Ngawi City. Shopee is one of the leading e-commerce in Indonesia which is popular in various regions, including Ngawi City, thanks to its aggressive digital promotion strategy, competitive prices and technology-based services. This study utilizes a quantitative technique with a survey methodology by distributing questionnaires to 385 active Shopee user respondents. The findings demonstrated that price has a positive and significant impact on Shopee e-commerce users' satisfaction in Ngawi City, promotion has a positive and significant impact on their satisfaction, and service quality has a positive and significant impact on their satisfaction. These findings indicate that attractive promotions, competitive prices, and fast, clear, and responsive service can increase customer satisfaction. Therefore, Shopee is advised to optimize these three factors to maintain customer loyalty and strengthen its position in the e-commerce market.

Keywords: Promotion, Price, Service Quality, Customer Satisfaction, E-Commerce, Shopee


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