PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN ELEKTRONIK TERHADAP KEPUASAN PELANGGAN DI E-COMMERCE ZALORA PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

PRITA DWI PUTRI ANDRI, The Effect of Product Quality and Electronic Service Quality towards Student’s Customer Satisfaction of Zalora E-Commerce in the Faculty of Economics, Universitas Negeri Jakarta. The purpose of this study is to determine the correlation between product quality and electronic service quality towards student’s customer satisfaction of Zalora ecommerce in the Faculty Economics, Universitas Negeri Jakarta. This research was conducted at the Faculty of Economics, Jakarta State University, for 6 months starting from January to June 2020. The research method used is survey method with the correlation approach, population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used technique of purposive sampling as many as 150 people. The resulting regression equation is Y = 33,166 + 0,240 X1 + 0,221 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200, X1 equal to 0,91 and X2 equal to 0,200. Because the significance level is > 0,05, it can be concluded that the data is normally distributed and can be used in further analysis. Testing linearity of regression Y on X1 and Y on X2 yields a significance value on Linearity, that is 0,000 < 0,05, so it is concluded that it has a linear relationship. Then performed the test significance correlation coefficient using t test and the resulting Y on X1 thitung = 4,589 and ttable = 1,65529 and Y on X2 thitung = 4,033 and ttable = 1,65529. The value of correlation coefficient between variable of product quality (X1) to the customer satisfaction (Y) equal to 0,342 and the value of the balance coefficient between the electronic service quality variable (X2) to the customer satisfaction (Y) equal to 0.292. So, there is a positive and significant relationship between product quality and customer satisfaction and significant relationship between electronic service quality and customer satisfaction. Thus, it can conclude a positive and significant relationship between product quality and electronic service quality with customer satisfaction. The coefficient of determination Y on X1 and X2 obtained by 0,303 indicating that 30,3% variable customer satisfaction is determined by the product quality and electronic service quality. Meanwhile, the remaining 69,7% is influenced by other factors. Keywords: Customer Satsfaction, Product Quality, Electronic Service Qualit