PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN KONSUMEN E-COMMERCE
Abstract
Penelitian ini bertujuan untuk menguji pengaruh kualitas pelayanan dan harga terhadap kepuasan konsumen e-commerce, serta menilai peranmediasi harga dalam hubungan kualitas pelayanan dengan kepuasankonsumen. Data dikumpulkan dari 190 mahasiswa Program Studi Manajemen angkatan 2023, di universitas ABC, Kota Bandung. melaluikuesioner daring. Analisis dilakukan menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil menunjukkanbahwa kualitas pelayanan berpengaruh positif terhadap harga dan kepuasan konsumen, harga berpengaruh positif terhadap kepuasankonsumen, dan harga secara signifikan memediasi pengaruh kualitaspelayanan terhadap kepuasan konsumen. Evaluasi model menunjukkannilai R² untuk harga sebesar 0,617 dan kepuasan konsumen 0,817, efek f² yang memadai, Q² positif menunjukkan relevansi prediktif, serta VIF < 5 menandakan tidak terdapat masalah multikolinearitas. Temuan inimenekankan pentingnya peningkatan kualitas layanan dan penetapanharga yang wajar untuk memperkuat kepuasan konsumen e-commerce. Penelitian ini memberikan kontribusi teoretis bagi pengembanganpemasaran digital dan implikasi praktis bagi strategi manajemen e-commerce.
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