ANALISIS PENGARUH KUALITAS PRODUK DAN KEPERCAYAAN TERHADAP KEPUTUSAN MENGGUNAKAN SITUS ONLINE SHOPEE MELALUI KEPUASAN PELANGGAN (Studi Empiris Mahasiswa Program Magister Manajemen Angkatan 2018 Univeristas Hasanuddin Makassar)

This study aims to determine and analyze the effect of product quality and trust on customer satisfaction and decisions to use the Shopee online site, analyze the influence of satisfaction on decisions to use online sites, and to determine and analyze the effect of product quality and trust on decisions to use the Shopee marketplace through customer satisfaction. Data collection techniques through observation and questionnaires, with data analysis techniques using path analysis. The results of the study found that product quality and trust had a positive and significant effect on customer satisfaction, and the decision to use Shopee marketplace. Customer satisfaction affects the decision to use the Shopee marketplace. To find out and analyze the effect of product quality and trust on the decision to use the Shopee online site through customer satisfaction for the students class of 2018 Master of Management at Hasanuddin University Makassar.

Keywords: Product Quality, Trust, Customer Satisfaction and Online Site Usage Decisions