Pengaruh Kualitas Layanan, Sikap, Dan Kecemasan Terhadap Kepuasan Pada Pengguna Shopee Di Surabaya

In this study the aim was to examine the effect of service quality, attitude, and anxiety on the satisfaction of Shopee users in Surabaya. This research methodology uses a survey system with a total of 239 respondents who were collected through questionnaires with areas in the city of Surabaya. Respondents' responses were analyzed using SPSS version 26.0 for small samples and WarpPLS version 8.0 for large samples. The results obtained in this study are service quality which has a significant negative effect on anxiety, anxiety has a significant negative effect on satisfaction, anxiety has a significant negative effect on attitude, and anxiety has a significant positive effect on satisfaction. The implication of this research is to develop Shopee's strategy in the future, especially as an evaluation of online shopping performance, important for establishing service quality which has an impact on satisfaction anxiety and attitudes