PENGARUH KEPUASAN PELANGGAN TERHADAP REPEAT ORDER DI PERUSAHAAN E-COMMERCE STUDI KASUS: SHOPEE
DOI:
https://doi.org/10.47491/landjournal.v7i2.4914Keywords:
Customer Satisfaction, Repeat Order, E-commerce, ShopeeAbstract
This study aims to determine the effect of customer satisfaction on repeat orders at the e-commerce company Shopee. Customer satisfaction is defined as the feeling that arises after comparing a product’s performance with expectations, while repeat orders reflect customer loyalty and market stability. This research employed a quantitative method with an associative problem formulation and primary data. The analytical techniques used included validity testing, reliability testing, normality testing, correlation coefficient analysis, simple regression analysis, coefficient of determination, and t-test. The results showed that the data used were valid and reliable. The correlation test indicated a very strong relationship between customer satisfaction (X) and repeat orders (Y). The simple regression analysis demonstrated a positive influence of variable X on Y. The coefficient of determination value of 96.8% indicates that customer satisfaction significantly influences repeat orders (sig. < 0.05), while the remaining percentage is influenced by other factors.
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