Analisis Pengaruh Kebijakan Harga dan Pelayanan dalam Berbelanja Online terhadap Kepuasan Konsumen (Studi Kasus Desa Bulian Baru Kabupaten Batang Hari Jambi)

Abstract

This study aims to analyze the influence of price policy and service on consumer satisfaction in online shopping among the community of Bulian Baru Village, Batang Hari Regency – Jambi. The background of this research is based on the increasing growth of online shopping activities, which requires online business actors to determine appropriate pricing strategies and provide good service in order to enhance consumer satisfaction. The research method used is quantitative. The sampling technique applied was simple random sampling with a total of 86 respondents. Data were collected through questionnaires and analyzed using validity tests, reliability tests, multiple linear regression, t-test, F-test, and the coefficient of determination with the help of SPSS software. The results show that the t-value of 0.535 < t-table of 1.66342 indicates that the price policy variable does not have a significant effect on consumer satisfaction in online shopping, while the service variable with a t-value of 4.022 > t-table of 1.66342 has a significant effect on consumer satisfaction in online shopping. Simultaneously, the F-value of 9.177 > F-table of 3.10 shows that price policy and service significantly influence consumer satisfaction in online shopping. The coefficient of determination (R²) is 0.161, which means that price policy and service contribute 16.1% to consumer satisfaction, while the remaining 83.9% is influenced by other factors outside this research