Pengaruh Kualitas Layanan Aplikasi ShopeePay terhadap Kepuasan Konsumen pada Mahasiswa D-III Keuangan Fakultas Vokasi Universitas Sumatera Utara

Abstract

This study analyzes the effect of the quality of ShopeePay application services on consumer satisfaction in D-III Finance students of the Vocational Faculty of the University of North Sumatra. Research problems arise due to the high use of ShopeePay, but the effect of service quality on satisfaction has not been measured. The method used was quantitative with a sample of 101 students selected using the Slovin formula, data collection through an online questionnaire, and data analysis with validity, reliability, simple linear regression, t-test, and determination coefficient tests using SPSS. The results show that the quality of ShopeePay services has a positive and significant effect on consumer satisfaction with a significance value of 0.000 < 0.05 and t count 11.424 > t table 0.67698. The determination coefficient showed that the quality of service affected consumer satisfaction by 56.9%, while the rest was influenced by other factors outside of this study. The research concluded that service quality, including ease of access, reliability, security, responsiveness, and empathy, plays an important role in increasing student satisfaction of ShopeePay users. It is suggested that ShopeePay improves the security and convenience of the application, and further research can expand the variables and population to get more comprehensive results regarding the factors that affect the satisfaction of digital wallet users.