Cut Malika Nurul Hanifah, . (2026) KEPUASAN PELANGGAN KOSMETIK (STUDI PADA SHOPEE DI DKI JAKARTA). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rapid growth of digital marketplaces in Indonesia has encouraged consumers to purchase various products online, including cosmetics. Shopee, as one of the leading digital marketplace platforms, offers features such as return policies and online reviews to support online shopping. However, consumers still face issues related to product mismatch, post-purchase problems, and the credibility of online reviews, which may affect customer satisfaction. This study aims to examine the effect of return policy and online reviews on customer satisfaction, with purchase behavior as a mediating variable in cosmetic purchases through Shopee in DKI Jakarta. A quantitative approach was employed using an online questionnaire distributed via Google Forms to 160 respondents. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that return policy and online reviews positively and significantly affect purchase behavior, while purchase behavior positively influences customer satisfaction. However, return policy and online reviews have no direct effect on customer satisfaction. Purchase behavior mediates both relationships, indicating that customer satisfaction is primarily shaped through consumers purchase behavior.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111236] [Pembimbing: Ajeng Septiana Wulansari] [Penguji 1: Princhita Nabila Maram Pahlawan] [Ketua Penguji: Prasetyo Hadi] |
| Uncontrolled Keywords: | Customer Satisfaction, Purchase Behavior, Return Policy, and Online Reviews |
| Subjects: | A General Works > AS Academies and learned societies (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | CUT MALIKA NURUL HANIFAH |
| Date Deposited: | 24 Aug 2026 07:18 |
| Last Modified: | 24 Aug 2026 07:18 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52458 |
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