Pengaruh E-Service Quality, E-Trust, dan Brand Image Terhadap E-Satisfaction Pengguna Aplikasi Bukalapak di Kota Palembang
DOI:
https://doi.org/10.58192/ebismen.v5i3.4962Keywords:
Brand Image, Bukalapak, E-Satisfaction, E-Service quality, E-TrustAbstract
Penelitian ini bertujuan menganalisis pengaruh e-service quality, e-trust, dan brand image terhadap e-satisfaction pengguna aplikasi Bukalapak di Kota Palembang. Penelitian menggunakan pendekatan kuantitatif dengan desain kausal. Data diperoleh dari 120 responden pengguna Bukalapak dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa e-service quality, e-trust, dan brand image secara parsial berpengaruh positif dan signifikan terhadap e-satisfaction. Secara simultan, ketiga variabel juga berpengaruh signifikan terhadap e-satisfaction dengan nilai Adjusted R Square sebesar 0,775. Temuan ini menunjukkan bahwa peningkatan kualitas layanan elektronik, kepercayaan pengguna, dan citra merek yang positif merupakan faktor penting dalam meningkatkan kepuasan pengguna aplikasi Bukalapak.
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