Nunuk Latifah

Akademi Komunitas Negeri Putra Sang Fajar

Anna Widayani

Akademi Komunitas Negeri Putra Sang Fajar

Rani Arifah Normawati

Akademi Komunitas Negeri Putra Sang Fajar

DOI: https://doi.org/10.19184/bisma.v14i1.13550

ABSTRACT 

The purpose of this study is to analyze and explain the effect of perceived usefulness and trust on consumer satisfaction of Shopee e-commerce. This research conducted in Indonesia that targeted Shopee consumers. Data were collected from the survey by distributing questionnaires to the research respondents. The sample consisted of 86 people selected by a random sampling technique. Data were analyzed using multiple linear regression. Results showed that perceived usefulness and trust have a positive and significant effect on consumer satisfaction. The results of this study also proved that Shopee users assess that the perceived usefulness of the e-commerce applications could facilitate convenience during the online transaction. Meanwhile, trust, in the form of guaranteed transactions and recommendations and ratings from consumers, is a form of support and services provided by Shopee to build consumer trust in Indonesia.

Keywords: customer satisfaction, e- commerce, perceived usefulness, Shopee, trust