Analysis of the Effect of Product Quality and Trust on Decisions to Use the Shopee Online Site through Customer Satisfaction

Empirical Study of Students Class of 2018 Masters of Management Hasanuddin University Makassar

Abstract

One of the most popular e-commerce applications in Indonesia, and quite easy to use is Shopee. Shopee provides a wide range of high quality products at affordable prices to all Indonesians, with a variety of unique product variants ranging from branded brands to household staples. This study aims to determine and analyze the effect of product quality and trust on customer satisfaction and decisions to use Shopee, analyze the influence of satisfaction on decisions to use online sites, and to determine and analyze the effect of product quality and trust on decisions to use the Shopee online site through customer satisfaction. Data collection techniques through observation and questionnaires, with data analysis techniques using path analysis. The results of the study found that product quality and trust had a positive and significant effect on customer satisfaction, and the decision to use the Shopee marketplace. Customer satisfaction affects the decision to use the shopee online site. This study aims to determine and analyze the effect of product quality and trust on decisions to use Shopee marketplace through customer satisfaction for the students class of 2018 Master of Management at Hasanuddin University Makassar.