The Effect of Consumer Knowledge and Service Quality on User Satisfaction (Survey of Shopee cash-on-delivery Feature users)

Abstract

Purpose: This study aims to determine the effect of consumer knowledge and service quality on user satisfaction for users of the cash-on-delivery shop feature.

Design/methodology/approach: This study uses a quantitative approach and a survey method through the media Google form. It then distributes it to respondents who use the cash-on-delivery feature and processes it using SPSS 26 and SmartPLS 3. The population in this study are users of the cash-on-delivery shop feature in Garut Regency. The sample used was 400 respondents using the cash-on-delivery shop feature. The sampling technique in this study was carried out by purposive sampling technique. The type of data in this study is primary data. The analysis used in this study is the outer model test, inner model test, and hypothesis testing, done by determining the value of r-Square, f-square, and t-statistic.

Findings: The results of this study indicate that consumer knowledge has a significant effect on user satisfaction by 28.8%, and service quality has a significant impact on user satisfaction by 61.2%.

Practical implications: The findings of this study can be used as input for companies and related users and users of the Shopee cash-on-delivery feature in choosing information when making transactions, creating good service quality so that users can reuse the cash-on-delivery feature, and creating user satisfaction.

Authenticity/value: The novelty of this study is the effect of consumer knowledge and service quality on user satisfaction in the cash on delivery shope feature in Garut Regency, which has yet to be studied much by previous researchers.