Pengaruh Desain Platform dan Ewom Terhadap Kepuasan Pelanggan di E-Commerce Shopee

Kofipah Armaatus Solikha, Widarto Rachbini

Abstract

This study aims to analyze the effect of platform design and electronic word of mouth (eWOM) on customer satisfaction in Shopee e-commerce. The research method used is a quantitative approach with purposive sampling technique. The sample of this study amounted to 53 respondents, data collection was carried out through a questionnaire designed using a 5-point Likert scale.  Based on multiple linear regression analysis, the results showed that both platform design and eWOM have a significant influence on customer satisfaction, with the eWOM variable having a more dominant influence than platform design. This study concludes that improvements to platform design and strengthening eWOM can increase Shopee's customer satisfaction. This research provides recommendations for e-commerce managers to focus on ease of navigation, display convenience, and management of customer reviews and recommendations to improve user experience.

Keywords

Platform Design, E-Wom, Satisfaction, E-Commerce, Multiple Linear Regression

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References

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