PENGARUH E-SERVICE QUALITY TERHADAP E-SATISFACTION PENGGUNA APLIKASI TOKOPEDIA ( STUDI KASUS PADA MAHASISWA STIA MALANG)

Abstract

This study was conducted by researchers to analyze the effect of E-service quality on E-Satisfaction of
students using the Tokopedia application at the College of Administrative Sciences (STIA) Malang, E-service
quality is the quality of electronic services that can support E-Satisfaction or from consumer perceptions. on
online convenience, trade/transaction methods, site design, and services. Maximum e-service quality from a
company is very useful for increasing the e-satisfcation of its users. This is the background for researchers to
examine the effect of e-service quality on e-satisfaction of students using the Tokopedia application at the College
of Administrative Sciences (STIA) Malang.
This research is a type of quantitative research using descriptive research methods. The population of the
study was all students at the College of Administrative Sciences (STIA) Malang users of the Tokopedia application
with a total sample of 120. This study used simple random sampling with data collection methods by distributing
questionnaires or questionnaires through google form and analyzing data using linear regression analysis. simple
with the help of SPSS application. The results of this study, the total mean e-service quality is 4.50 and is included in the high category, the
total mean e-satisfaction is 4.48 and is in the high category. Hypothesis test with a value of 10.712 > 1.65787 (the
value of t table) so that it is proven that there is an effect of e-service quality on e-satisfaction. The results of the
regression analysis show that the regression coefficient value is positive + 0.550 which means that the
independent variable (e-service quality) has a positive effect on the dependent variable (e-satisfaction). Then the
value of the coefficient of determination (R^2) is 0.503 . Thus, it can be concluded that the hypothesis of the eservice quality variable has a significant positive effect of 50.3% on e-satisfaction. Researchers suggest for the
Tokopedia application, even though all indicators in the variables are in good category, it would be nice if the
Tokopedia application continues to improve the quality of its services in the field of adding attractive promos and
facilitating the flow of refunds, because if the e-service quality of the Tokopedia application increases it will
increase e-commerce’s user satisfaction.
Keywords: E-service quality, E-Satisfaction, Tokopedia, STIA Malang student