PENGARUH HARGA, KUALITAS PRODUK, SERVICE QUALITY, DAN BRAND IMAGE TERHADAP KEPUASAN KONSUMEN PENGGUNA E-COMMERCE ( Studi Kasus Pengguna Bukalapak )

This study aims to analyze the influence of price, product quality, service quality, and brand image on consumer satisfaction among Bukalapak users. The main focus is to identify factors that significantly affect consumer satisfaction amidst the intense competition in the e-commerce industry. The research employs a quantitative approach using Structural Equation Model-Partial Least Square (SEM-PLS) analysis. Primary data was collected through questionnaires distributed to 100 Bukalapak users in Tasikmalaya City. Data analysis includes evaluating the measurement model and structural model to test the hypotheses. The findings indicate that product quality, service quality, and brand image have a positive and significant effect on consumer satisfaction, while price shows no significant effect. These results emphasize the importance of focusing on improving product quality, service quality, and brand image to enhance customer satisfaction and loyalty. The implications of this research are expected to provide Bukalapak with valuable insights for designing more effective strategies to increase consumer satisfaction, retain customer loyalty, and strengthen competitiveness in the e commerce market.

Keywords: Price, Product Quality, Service Quality, Brand Image, Customer Satisfaction.