Shaping Satisfied Online Shoppers: Exploring Attitude, Value, and Trust Impact in Online Shopping Services among STIE AMM Mataram's Shopee Users

This research analyzes the influence of Attitude, Values, and Trust on Consumer Satisfaction in online shopping services among Shopee users, particularly students of STIE AMM Mataram. Through this study, factors contributing to the formation of Consumer Satisfaction in the increasingly vital e-commerce context can be identified. Data was collected from the population of STIE AMM Mataram students using Shopee. Multiple linear regression analysis reveals that Attitude, Values, and Trust collectively have a significant impact on Consumer Satisfaction. These findings demonstrate that the combination of individual perspectives on services, the values they uphold, and the level of trust in the e-commerce platform collectively influence the extent to which consumers feel content with their online shopping experience. Furthermore, the results indicate that Values and Trust have significant partial effects, while Attitude does not significantly impact Consumer Satisfaction. This conclusion offers essential insights for e-commerce practitioners and policymakers to optimize online shopping service strategies, including enhancing features in line with consumer values and strengthening customer trust. This research stimulates further studies to delve deeper into the interaction of these factors and their application in other e-commerce platforms as well as different demographic groups