What Affects Customer Satisfaction. Evidences Indonesia Online Customer

Abstract

Abstract

This research aims to analyze the impact of digital marketing and product quality        on customer satisfaction and purchasing decisions among consumers using the Shopee app. The sample consists of 383 Shopee customers from across Indonesia, selected through purposive sampling, targeting those who meet the criteria of being Shopee users. Data collection was conducted via questionnaires distributed to the designated respondents. The analysis model used is Structural Equation Modeling (SEM). The variables in this study include exogenous variables (digital marketing and product quality), a mediating variable (customer satisfaction), and an endogenous variable (purchasing decision).

The results indicate that digital marketing and product quality have a significant impact on customer satisfaction, which in turn significantly affects purchasing decisions. This is demonstrated by C.R. values ≥ 1.96 and P ≤ 0.05 for each relationship between the variables, indicating significant effects. In conclusion, effective digital marketing and high product quality are crucial factors in enhancing customer satisfaction, which subsequently drives repeat purchase decisions on the Shopee e-commerce platform.