Pengaruh Kualitas Produk, Persepsi Nilai, dan Kepercayaan Pelanggan terhadap Kepuasan Pelanggan OMG di Platform  E-Commerce

Sarah Sarah; Tengku  Syarifah

doi:10.37481/sjr.v9i4.1579

Authors

Sarah Sarah Universitas Asahan
Tengku Syarifah Universitas Asahan

DOI:

https://doi.org/10.37481/sjr.v9i4.1579

Keywords:

Product Quality, Perceived Value, Customer Trust, Customer Satisfaction, E-commerce

Abstract

The rapid growth of e-commerce has intensified competition among cosmetic brands, making customer satisfaction an important factor in sustaining business performance. However, previous studies have reported inconsistent findings regarding the effects of product quality, perceived value, and customer trust on customer satisfaction, particularly in the context of local cosmetic products marketed through e-commerce platforms. This study aims to examine the influence of product quality, perceived value, and customer trust on customer satisfaction among users of OMG cosmetic products in e-commerce. A quantitative approach was employed using a survey of 100 respondents selected through non-probability sampling. Data were collected using structured questionnaires and analyzed with multiple linear regression, including classical assumption tests, t-test, F-test, and coefficient of determination analysis using SPSS version 25. The findings indicate that product quality and customer trust have a positive and significant effect on customer satisfaction, whereas perceived value does not have a significant partial effect. Simultaneously, the three independent variables significantly influence customer satisfaction. These findings suggest that maintaining product quality and strengthening customer trust are essential strategies for improving customer satisfaction and competitiveness in the e-commerce cosmetics market.

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