Pengaruh Personalisasi Produk Dan Kepercayaan Konsumen Terhadap Kepuasan Konsumen E-Commerce (Studi Pada Pengguna Tokopedia Di Kota Bandung)
Abstract
The rapid growth of e-commerce in Indonesia has encouraged companies to enhance user experience through product personalization and the development of consumer trust. Tokopedia, as one of the largest e-commerce platforms in Indonesia, implements these strategies to increase customer satisfaction. This study aims to analyze the effect of product personalization and consumer trust on customer satisfaction among Tokopedia users in Bandung City. This research employs a quantitative approach using purposive sampling, involving 385 respondents who are active Tokopedia users in Bandung City. Data were collected through questionnaires and analyzed using descriptive analysis, classical assumption tests, and multiple linear regression. Empirical findings reveal that tailoring product experiences to individual preferences leads to a meaningful and positive increase in customer fulfillment. Furthermore, the evidence suggests that the level of confidence users have in the platform serves as a critical driver for enhancing overall user satisfaction. When examined together, the synergy between customized services and platform credibility exerts a substantial, simultaneous influence on the satisfaction levels of Tokopedia's active customer base within the Bandung area. Keywords: product personalization, consumer trust, customer satisfaction, e-commerce, Tokopedia.
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