Analisis Kepuasan Konsumen Sayur dalam Sistem Pembelian Online di CV. Kira Ermina Tulungagung

Horticulture is mostly agricultural products that can be easily damaged after harvesting is not
well approved. Nowadays marketing of agricultural products can be done with online sales,
where companies must meet the needs and desires of consumers to achieve customer
satisfaction. There are several factors that influence customer satisfaction among other
products, prices, and service quality. The objectives of this study are (1) Knowing the
characteristics of consumers in the online purchasing system; (2) Determine the influence of the
product, price, service quality on vegetable consumer satisfaction in the online purchasing
system at CV. Kira Ermina. The sampling technique used was non probability sampling with
accidental sampling technique with a total sample of 75 respondents. Measurement of variables
using a Likert scale, and data analysis techniques using the Structural Equation Model with the
help of warpPLS 6.0 software. The results showed that the variables that showed significant to
customer satisfaction were product, price, and service quality variables with R² of 0.779.