Pengaruh Persepsi Harga dan Kualitas Produk Terhadap Kepuasan Berbelanja Online di Kota Palopo
DOI:
https://doi.org/10.35870/jemsi.v12i5.6912Keywords:
Price Perception, Product Quality, Customer Satisfaction, Online Shopping, PriceAbstract
The development of e-commerce has driven changes in consumer behavior in online shopping, making customer satisfaction a crucial factor for the sustainability of digital businesses. This study aims to analyze and examine the effect of price perception and product quality on online shopping satisfaction in Palopo City, both partially and simultaneously. They study employs a quantitative approach using a survey method involving 120 respondents from Palopo City who have previously made online purchases. The sampling technique used was purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0. The results show that price perception has a positive and significant effect on online shopping satisfaction, with a path coefficient of 0.452 and a p-value < 0.05. Product quality also has a positive and significant effect on online shopping satisfaction, with a path coefficient of 0.431 and a p-value < 0.05. Simultaneously, price perception and product quality explain 69.7% of the variance in online shopping satisfaction. These findings indicate that the alignment between price and perceived benefits, as well as product quality that matches descriptions and consumer expectations, are the main factors in shaping online shopping satisfaction in Palopo City. This is consistent with the Expectation–Disconfirmation Theory, which emphasizes that satisfaction is influenced by the fulfillment of consumer expectations regarding price and product quality.
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