The Effect of Price Perception, Service Quality Perception, Perception of Ease of Use and Consumer Trust on Consumer Satisfaction of Using Shopee E-commerce in Purwokerto

This study examines the effect of perceived price, service quality, ease of use, and trust on Shopee customer satisfaction in Purwokerto. Using a quantitative approach through a survey of 122 purposively selected respondents, the data were analyzed by multiple linear regression using SPSS version 26. The results show that perceived price and service quality have a positive and significant effect on customer satisfaction, while ease of use and trust are not significant. The four variables explain 73.9% of the variation in customer satisfaction. This finding supports the partial validity of Expectancy Disconfirmation Theory. Shopee is advised to prioritize improving price perceptions and service quality to increase customer satisfaction. The research was conducted in the even semester of the 2024/2025 academic year.