The Effect of System Quality and Service Quality on Customer Satisfaction of Shopee: Study of Undergraduate Students

Abstract

Shopee is the first mobile marketplace with free shipping in Indonesia that entered the Indonesian market in May 2015. Shopee was the most frequently visited platform in the third quarter of 2020 in Indonesia. However, Shopee dropped to the 2nd position based on Indonesia's e-commerce visitor data in 2021. Many complaints have been submitted through the @ShopeeCare Twitter account regarding delays in orders or orders not arriving, problems ordering goods, and returning goods. This study aimed to determine the effect of Shopee Indonesia's system quality and service quality on customer satisfaction of undergraduate students. This study used a quantitative approach with a survey design to a sample of 128 students’ class of 2018 of the Accounting Education Study Program, Faculty of Teacher Training and Education, Universitas Muhammadiyah Surakarta. The result shows that there is a significant positive effect between system quality and service quality on customer satisfaction of Shopee among the undergraduate students.