Pengaruh Kualitas Produk, Harga dan Kualitas Pelayanan terhadap Kepuasan Pelanggan (Studi Pada Pelanggan E-Commerce Lazada di Kota Bandung)

This study aims to analyze the effect of product quality, price, and service quality on customer satisfaction in Lazada e-commerce in Bandung. The introduction to this study is the development of the e-commerce industry in Indonesia and the increasing preference of the public for online shopping, but competition in the e-commerce industry requires companies to maintain customer satisfaction. This study uses a quantitative method. The research sample of100 respondents was determined using the Slovin formula, with data collection using a questionnaire which was then processed through validity tests and hypothesis testing. The results of this study indicate that product quality and service quality have a positive and significant effect on customer satisfaction, while price has a negative but significant effect. Simultaneously, these three variables have a significant impact on customer satisfaction, accounting for 75.3%. This indicates that improving product quality and service quality is key to increasing customer satisfaction, while pricing management needs to be adapted to remain competitive without reducing the perceived value of the product.