THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION AT TOKOPEDIA

Muhammad Wildan, Ramadhan Dwi Cahya Putra, Marthaleina Ruminda, M Arif Hermawan

Abstract


In today's digital era, Indonesian society has integrated various technologies into everyday activities, driven by global advancements. Indonesia ranks among the top 10 countries globally in internet usage, highlighting the widespread adoption of digital platforms like Tokopedia, a popular e-commerce marketplace. Tokopedia facilitates convenient an d secure online shopping through its mobile app and website, reflecting its mission to democratize economic access. Customer satisfaction in this digital marketplace hinges on understanding and meeting consumer expectations, including service quality and perceived value, which are pivotal in ensuring a positive shopping experience.This research aims to find out how much influence Brand Image and service quality have on customer satisfaction. This research uses quantitative methods. The sampling technique uses a purposive technique, where sample data is later obtained using a questionnaire. The research data obtained was analyzed using the PLS (Partial Least Square) analysis software technique via SmartPLS.My respondents totaled 100 people and were only from two areas, namely East Jakarta and North Jakarta. ?Software. Research data was collected by distributing questionnaires whose validity and reliability were tested.


Keywords


logistics, brand image, service quality, costumer satisfaction

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DOI: https://doi.org/10.25292/atlr.v7i0.698

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