PENGARUH GRATIS ONGKOS KIRIM DAN FLASH SALE TERHADAP MINAT BELI PADA FITUR TIKTOK SHOP PADA MAHASISWA UNIVERSITAS HKBP NOMMENSEN MEDAN

Abstract

This study aims to examine and analyze the effect of price and service quality on Shopee consumer satisfaction among students at Universitas HKBP Nommensen Medan. A quantitative approach was employed alongside a correlational survey design. The population comprised all active students, totaling 6,280 individuals. Utilizing the Slovin formula and a nonprobability sampling technique, 98 respondents were selected as the sample. Primary data were collected through the distribution of questionnaires that had been tested for validity and reliability. The empirical data were subsequently analyzed using multiple linear regression assisted by statistical software. The results of the partial hypothesis testing revealed that the price variable had a positive and significant impact on consumer satisfaction, as evidenced by a t-count of 2.509, which exceeded the t-table value of 1.985. Service quality was also proven to exert a positive and significant influence, achieving a t-count of 6.798. Simultaneously, both variables demonstrated a significant effect on consumer satisfaction, with an F-count reaching 25.954. The coefficient of determination analysis yielded a value of 0.353, indicating that 35.3 percent of the variance in consumer satisfaction could be explained by price and service quality. The findings confirm that a combination of competitive pricing and dependable digital services is crucial for creating a satisfying shopping experience for the academic consumer segment. Therefore, electronic commerce platform management is encouraged to adopt an integrative strategy that not only emphasizes price promotions but also consistently invests in enhancing customer service infrastructure