Customer Experience And Service Quality Effects On Shopee User Satisfaction In North Sulawesi

Bobby Franky Tondatuon

doi:10.63922/ijebir.v5i03.3317

Bobby Franky Tondatuon Study Program of Management, North Sulawesi College of Economics

DOI: https://doi.org/10.63922/ijebir.v5i03.3317

Keywords: customer experience, service quality, customer satisfaction, Shopee, e-commerce

Abstract

This study aims to analyze the effect of customer experience and service quality on customer satisfaction among Shopee e-commerce users in North Sulawesi. Existing studies have widely examined e-commerce satisfaction in Indonesia, yet research focusing on users in archipelagic regions remains limited, particularly in relation to logistical constraints, service reliability, and digital shopping experience. This study employed a quantitative approach with an explanatory research design. Primary data were collected through an online questionnaire using a five-point Likert scale from 100 Shopee users selected through purposive sampling. The data were analyzed using validity and reliability testing, classical assumption testing, multiple linear regression, t-test, F-test, and coefficient of determination with statistical software. The findings show that customer experience has a positive and significant effect on customer satisfaction, while service quality also has a positive and significant effect. Simultaneously, both variables significantly influence customer satisfaction, with an R Square value of 0.720. The novelty of this study lies in highlighting customer experience as the dominant determinant of Shopee customer satisfaction in the regional context of North Sulawesi.

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