Pengaruh Neuromarketing dan User Interface terhadap Consumer Satisfaction dalam Transaksi E-Commerce (Studi pada Mahasiswa USU Pengguna Platform Shopee di Medan)

Abstract

The rapid development of technology has transformed the way trade is conducted, particularly with the emergence of e-commerce, which is predominantly seen in Indonesia through platforms like Shopee. In the fiercely competitive e-commerce landscape, consumer satisfaction is paramount, and research in neuromarketing and user interface plays a crucial role in understanding consumer behavior and enhancing the online shopping experience. This study aims to explore the extent of the influence of neuromarketing and user interface on consumer satisfaction in e-commerce transactions, focusing on the Shopee platform. Through this research, it is hoped to provide a deeper understanding of the factors influencing consumer satisfaction and strategies that can be implemented to improve the quality of e-commerce services. The research adopts a quantitative approach with an associative design. The population of this study comprises all students of the University of Sumatera Utara (USU) who are users of the Shopee platform, selected through nonprobability purposive sampling. Primary data is collected through direct questionnaire distribution, while secondary data is obtained through literature review. Data analysis methods include validity test, reliability test, classic assumption test, multiple linear regression analysis, partial test, simultaneous test, and coefficient of determination test. The results of the study indicate that the neuromarketing variable (X1) has a positive and significant effect on consumer satisfaction (Y), with a calculated tvalue of 4.344 > 1.985 and a significance level of 0.000 < 0.05. Similarly, the user interface (X2) also has a positive and significant effect on consumer satisfaction (Y), with a calculated t-value of 10.325 > 1.985 and a significance level of 0.000 < 0.05. In simultaneous testing, both neuromarketing and user interface variables have a simultaneous influence level of 77.6%, while the remaining 22.4% is influenced by factors outside the scope of this study.