ANALYSIS OF THE EFFECT OF DELIVERY DELAYS ON TOKOPEDIA CUSTOMER SATISFACTION AMONG STUDENTS IN SOUTH TANGERANG CITY

Abstract

This study aims to analyze the effect of late delivery on Tokopedia customer satisfaction among university students in South Tangerang City. The method used was quantitative, with questionnaires distributed to 100 respondents and simple linear regression analysis using SPSS 27. The results showed that late delivery significantly impacted customer satisfaction, with a significance value of 0.000 < 0.05 and a coefficient of determination (R²) of 0.486. This means that 48.6% of customer satisfaction is influenced by late delivery, while the remainder is influenced by other factors. Therefore, timely delivery is a crucial factor in increasing Tokopedia user satisfaction and loyalty.