PENGARUH KEPUASAN PEMBELIAN KONSUMEN TERHADAP PEMBELANJAAN ONLINE DI MASA PANDEMIK COVID-19

Abstract

The purpose of this study is to examine the effect of consumer purchase satisfaction on online shopping spending during the Covid-19 pandemic. The population in this study are consumers who have purchased products online. The sampling technique used is incidental sampling. Because the population of this study is very broad,  a sample of 300 respondents was taken. Research data collectionwas carried out using a questionnaire. Research data processing is done by simple linear regression. So that the result obtained that there is a linear relationship between the variable Y with a significance value of 0,612. Tha calculated F value is 232,182 so it can be concluded that there is an influence between consumer purchase satisfaction on online shopping of 43,8%, the rest is influenced by other variables not discussed in this study.