The Influence of E-Service Quality and E-WOM on Customer Satisfaction of Shopee Users (Study on Business Administration Students at Bali State Polytechnic)

This study aims to determine the extent of the influence of e-service quality and e-WOM on customer satisfaction with the Shopee application. The population in this study is 92 students from the Business Administration Department at Bali State Polytechnic who use the Shopee application for shopping, especially for fashion items, with an unknown total number of users. The method used in this research is quantitative, with a Total Sampling technique. Hypothesis testing in this study employs statistical model analysis consisting of validity tests, reliability tests, classical assumption tests, multiple linear regression tests, T-tests, F-tests, and R² determination coefficients using SPSS22 software. The results show that there is an influence between the independent variables, namely e-service quality and e-WOM, on the dependent variable, customer satisfaction.