PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN KUALITAS LAYANAN TERHADAP MINAT BELI ULANG DI SHOPEE PADA MAHASISWA MANAJEMEN UNIVERSITAS 17 AGUSTUS 1945 SURABAYA.

Rado, Prata Vitha Maysha (2025) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN KUALITAS LAYANAN TERHADAP MINAT BELI ULANG DI SHOPEE PADA MAHASISWA MANAJEMEN UNIVERSITAS 17 AGUSTUS 1945 SURABAYA. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Perkembangan teknologi digital telah mengubah perilaku konsumen dalam berbelanja, salah satunya melalui platform e-commerce seperti Shopee. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, persepsi harga, dan kualitas layanan terhadap minat beli ulang mahasiswa Manajemen Universitas 17 Agustus 1945 Surabaya dalam menggunakan Shopee. Metode yang digunakan dalam penelitian ini adalah pendekatan kuantitatif, dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 100 responden yang dipilih menggunakan purposive sampling. Hasil penelitian menunjukkan bahwa secara parsial hanya variabel kualitas layanan yang berpengaruh signifikan terhadap minat beli ulang, sedangkan kualitas produk dan persepsi harga tidak menunjukkan pengaruh yang signifikan. Namun secara simultan, ketiga variabel tersebut berpengaruh secara bersama-sama terhadap minat beli ulang. Penelitian ini memberikan kontribusi praktis dan akademis dalam memahami perilaku konsumen digital, serta menjadi referensi bagi pengembangan strategi pemasaran berbasis kepuasan pelanggan. Untuk penelitian selanjutnya disarankan agar memperluas objek dan subjek penelitian, serta mempertimbangkan variabel lain seperti kepercayaan konsumen, pengalaman berbelanja, dan ulasan produk.

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