Analysis of Consumer Satisfaction with the Shopping System Via Whatsapp at AB-Mart Buyut Minimarket

Advances in technology have changed people's shopping patterns, including the use of instant messaging applications such as WhatsApp as a means of transaction. AB-Mart Buyut minimarket has adopted a shopping system via WhatsApp to facilitate consumers in shopping without having to come directly to the store. This study aims to analyze the level of consumer satisfaction with the shopping system via WhatsApp implemented in the minimarket. This study uses a quantitative method by distributing a sample questionnaire of 80 consumers who have used shopping services via WhatsApp with various characteristics of the respondent's profile. The data obtained was analyzed using the SPPSS 26 windows application by testing validity, reliability test, determination test (r2), simple regression analysis test and partial test (t test) to measure the influence of factors such as service quality, ease of use, response speed, and order accuracy on customer satisfaction. The results showed that the shopping system via WhatsApp at AB-Mart Buyut Minimarket has a significant influence on customer satisfaction, with an R Square value of 0.871, which means that 87.1% of customer satisfaction is influenced by the variables studied, while the remaining 12.9% is influenced by other factors not examined in this study. The factors that have the most influence on customer satisfaction are speed of response and order accuracy. Based on these findings, it is recommended that AB-Mart Buyut Minimarket improve service quality by speeding up the response process, improving product information clarity, and ensuring accuracy in order fulfillment. Thus, the shopping system via WhatsApp can be more optimal in increasing customer satisfaction and business competitiveness.