The Influence of Promotion and Ease of Use on Shopee User Satisfaction among Students of Universitas Pancasakti Tegal
DOI:
https://doi.org/10.24905/icobis.v2i1.43Keywords:
Promotion, Ease of Use, User Satisfaction, E-Commerce, ShopeeAbstract
The development of digital technology has accelerated the growth of e-commerce in Indonesia, increasing competition among online shopping platforms. In this competitive environment, promotion and application ease of use are important factors that may influence user satisfaction. This study aims to examine the effect of promotion and application ease of use on Shopee user satisfaction among students of Universitas Pancasakti Tegal. This research employed a quantitative approach with a causal-associative design. Data were collected through questionnaires using a Likert scale and transformed into interval data using the Method of Successive Interval (MSI). The population consisted of active students of Universitas Pancasakti Tegal who had used the Shopee application. A total of 100 respondents were selected using a non-probability purposive sampling technique. The data were analyzed through validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial hypothesis testing (t-test), simultaneous hypothesis testing (F-test), and the coefficient of determination (R²). The results indicate that promotion has a positive and significant effect on Shopee user satisfaction. Application ease of use also has a positive and significant effect on user satisfaction. Furthermore, promotion and application ease of use simultaneously have a significant effect on Shopee user satisfaction, with a coefficient of determination of 46.5%. These findings highlight the importance of effective promotional strategies and user-friendly application features in improving user satisfaction, particularly among university students.
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