Pengaruh Persepsi Kemudahan Penggunaan Dan Persepsi Harga Terhadap Kepuasan Konsumen Pada Aplikasi E-Commerce Shopee

The Effect of Ease of Use Perception and Price Perception on Consumer Satisfaction in the Shopee E-Commerce Application

Abstract

The growth of e-commerce in Indonesia has intensified competition among online shopping platforms, including Shopee. To enhance consumer satisfaction, companies must consider factors influencing the user experience, such as the ease of using the application and price perception. This study aims to analyze the impact of perceived ease of use and price perception on consumer satisfaction among Shopee app users. A quantitative research method was employed. The study population consisted of active Shopee app users residing in the Slipi area of ​​West Jakarta, aged between 17 and 30, who had made a purchase within the last six months. Data were collected by distributing questionnaires to 100 respondents. Data analysis involved data quality testing, classical assumption testing, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results indicate that perceived ease of use and price perception have a significant influence on consumer satisfaction regarding the Shopee e-commerce application. This is evidenced by an F-calculated value of 40.934 (exceeding the F-table value of 3.09) and a significance value of 0.000 (below 0.05). Furthermore, the coefficient of determination analysis reveals that the combination of these two independent variables contributes 45.0% (Adjusted R-Square = 0.450) to consumer satisfaction, while the remaining 55.0% is influenced by factors not examined in this study.