Pengaruh Kemudahan, Harga, Promosi, Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Belanja Online pada Mahasiswa/I Akuntansi Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara

Abstract

The objective of the study is to prove the effect of convenience, price, promotion, product quality and service quality on online shopping customer satisfaction among accounting students at the Faculty of Economics and Business, University of North Sumatra. This type of research is causal associative which understands the relationship between two or more variables with a causal relationship. The type of data used is primary data through the distribution of questionnaires. The population in this study were D3, S1, and S2 accounting students at the University of North Sumatra who were still active with a sample size of 355 students. The data analysis technique used in this research is descriptive statistics, data quality test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results showed that Convenience, Price, Promotion, Product Quality, and Service Quality have positive and significant effect to Customer Satisfaction partially. The coefficient of determination from the Adjusted R Square is 0.711. It means that 71.1% of the customer satisfaction value can be explained by the convenience, the price, the promotion, the product quality and the service quality. While remind 28.9% is influenced or explained by other variables not discussed in this study.