Dampak Nilai Pelanggan dan Motivasi Pembelian terhadap Kepuasan Konsumen Generasi Milenial dalam Berbelanja Online melalui Platform E-Commerce Shopee

This study aims to analyze the influence of Customer Value and Purchase Motivation on Consumer Satisfaction. This study uses a quantitative approach with 100 respondents from the millennial generation in Tutur Village, Pasuruan Regency, who shop online through the Shopee platform. Data was collected through questionnaire deployment and analyzed using the Partial Least Square (PLS) method with the help of WarpPLS 7.0 software. The results of the study show that Customer Value has a positive and significant influence on Purchase Motivation and Consumer Satisfaction. In addition, Purchase Motivation has also been proven to have a positive and significant effect on Consumer Satisfaction