Pengaruh Persepsi Harga Terhadap Kepuasan Konsumen yang Berbelanja Secara Daring di Tik-Tok Shop

Abstract

This study aims to see the influence of price perception on customer satisfaction in online shopping Tik-Tok Shop. The sample in this study were 349 Indonesian people with characteristics who evershop in Tik-Tok. The method used in this study is quantitative method. The data collection method uses a likert scale, which is a price perception scale and a customer satisfaction scale. The data analysis method uses a simple regression analysis method. The results of this study show that there is an influence of price perception on the customer satisfaction in Tik-Tok Shop Indonesia by 37,9%. This shows that the more positive someone’s price perception is, the higher someone’s satisfaction in the online shopping Tik-Tok Shop. The results of the study show that consumer satisfaction and price perceptions at the Tik-Tok Shop are high. Therefore, Tik-Tok Shop is expected to maintain achievements and improve things that can affect consumer satisfaction.