ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI TINGKAT KEPUASAN PELANGGAN SHOPEE FOOD DENGAN MENGGUNAKAN METODE REGRESI LOGISTIK BINER

Rofikah Zummah, NIM.: 21106010008 (2026) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI TINGKAT KEPUASAN PELANGGAN SHOPEE FOOD DENGAN MENGGUNAKAN METODE REGRESI LOGISTIK BINER. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Binary logistic regression is a statistical analysis method used to model the relationship between a binary dependent variable and one or more independent variables. This study aims to apply binary logistic regression to the case of Shopee Food customer satisfaction by considering the factors of service quality, ease of ordering, and promotions. Based on the analysis of 151 respondents from UIN Sunan Kalijaga students, the factor that significantly influences Shopee Food customer satisfaction is promotion, while service quality and ease of ordering do not have a significant effect. The promotion variable increases the likelihood of customer satisfaction by 37.1 percent for each one-unit increase in promotion. The resulting binary logistic regression model was declared fit for the data based on the Hosmer-Lemeshow test. The findings indicate that promotion plays an important role in shaping Shopee Food customer satisfaction among university students.

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