The Effect of Perceived Ease of Use and Service Quality on Customer Satisfaction with The Shopeefood Marketplace in Semarang

Abstract

The aim of the research conducted on ShopeeFood in Semarang was to determine how perceptions of ease of use influence ShopeeFood customer satisfaction in Semarang. To determine how service quality influences ShopeeFood customer satisfaction in Semarang. And to determine the influence of perceptions of ease of use and service quality on ShopeeFood customer satisfaction in Semarang. This research employs a quantitative approach using a causal study design, i.e., cause and effect. Thus, there are independent variables (variables that influence) and dependent variables (variables that are influenced). The data collection technique used in this study was Google Forms, with the population comprising ShopeeFood users in Semarang City and a sample size of 50. The stages of data analysis employed were descriptive statistics, data quality testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results of this study indicate that the perception of ease of use does not influence customer satisfaction; service quality influences customer satisfaction; and the perception of ease of use and service quality influence customer satisfaction with the ShopeeFood marketplace in Semarang.