Influence Quality Service and Price on Customer Satisfaction with Customer Trust as a Moderating Variable (Case Study of Shopee Xpress Jakarta Application Customers)

This study aims to analyze the influence of service quality and price on customer satisfaction of Shopee users. Xpress in Jakarta, with customer trust as a moderating variable. This study uses a quantitative approach with data collection techniques through online questionnaires to 201 respondents who have used Shopee services. Xpress more than twice. Data analysis techniques using Structural Equation Modeling with Partial Approach Least Square (PLS-SEM) via software SmartPLS 4. The results of the study indicate that service quality and price have a positive and significant effect on customer satisfaction. Customer trust also has a significant direct effect on satisfaction, but does not significantly moderate the relationship between service quality and price with customer satisfaction. This finding emphasizes the importance of improving service quality and adjusting prices that are commensurate with the value of benefits, as well as building trust as an important element in increasing customer satisfaction in digital-based delivery services.