Pengaruh Service Quality Dan Customer Experience Terhadap Kepuasan Konsumen Dalam Menggunakan Aplikasi Tokopedia

This study aims to test and analyze how service quality and customer experience affect customer satisfaction in using the Tokopedia application. The data used is primary data. The population in this study are consumers who have an account, and the Tokopedia application, and have made transactions on Tokopedia. The sampling technique used was purposive sampling and a sample of 100 people was obtained. Hypothesis testing is done with multiple regression analysis. The results of this study indicate that service quality has no positive and significant effect on customer satisfaction, and customer experience has a positive and significant effect on customer satisfaction, and service quality and customer experience simultaneously affect customer satisfaction.

Keywords: Service Quality, Customer experience, Consumer Satisfaction