THE INFLUENCE OF PRICE, PRODUCT QUALITY, AND TRANSACTION SECURITY ON CUSTOMER SATISFACTION IN THE TOKOPEDIA APPLICATION IN INDONESIA

Abstract

This study aims to analyze the influence of price, product quality, and transaction security on customer satisfaction on the Tokopedia e-commerce platform in Indonesia. Using a quantitative approach with 216 respondents selected through purposive sampling, the findings reveal that all three independent variables positively and significantly affect customer satisfaction. Transaction security is the most dominant factor, followed by product quality and price. The implications of this study highlight the importance of competitive pricing strategies, consistent product quality, and enhanced transaction security systems to improve customer satisfaction. These findings are expected to serve as a reference for developing e-commerce marketing strategies and contribute to the literature on marketing management in Indonesia.