Pengaruh Online Customer Reviews dan Customer Experience terhadap Kepuasan Pelanggan pada Pembelian Baju di Shopee non-Mall (Studi pada Mahasiswa Universitas Sumatera Utara)

Abstract

This study aims to determine and analyze the Influence of Online Customer Reviews and Customer Experience on Customer Satisfaction in Clothing Purchases on Shopee non-mall (a study of students at Universitas Sumatera Utara). This associative study employs quantitative data. The population comprises Universitas Sumatera Utara undergraduate students from the 2021–2024 cohorts. A total of 100 respondents were selected via purposive sampling, based on the criteria that they are active S-1 students at USU (2021–2024) who have made at least two clothing purchases on the Shopee platform in the past six months. Data were analyzed using multiple linear regression and processed with SPSS 26. The results show that, simultaneously, online customer reviews and customer experience have a positive and significant effect on customer satisfaction. Partial tests likewise indicate that each of these independent variables exerts a positive and significant influence on customer satisfaction in clothing purchases on Shopee among USU students. The coefficient of determination (R²) reveals that the two independent variables collectively explain 55.2% of the variance in customer satisfaction.