Analysis of Consumer Satisfaction Factors for Purchasing Online Fresh Fruits Through the Marketplace Shopee

Abstract

Most people are now starting to switch to buying products online. The trend online that continues to increase is still not matched by consumer satisfaction. Fruits include products that have a higher risk when compared to other products when purchased online. The purpose of this study was to analyze the factors of consumer satisfaction with the purchase of fresh fruits online through the marketplace Shopee The study was conducted in East Java Province on fruit producers and consumers at Shopee. Sampling using accidental sampling method. Data analysis was performed using descriptive analysis, analysis of the Customers Satisfaction Index, and Spearman's Rank Correlation. The results of the analysis show that the level of consumer satisfaction with purchasing fresh fruits online through Shopee is 77.61% and belongs to the satisfied category. The variables of product quality, packaging quality, service quality, price affordability, cost affordability, product information, promotions, and ease of transactions are positively correlated to the level of consumer satisfaction.