Analysis of Service Quality, Effect of Brand Image, and Promotion on Satisfaction with the Use of E-Commerce Applications (Case Study on Students of UNJ Office Administration Education)

This study aims to determine the effect of Service Quality (X1) Brand Image (X2) and Promotion (X3) on User Satisfaction (Y). With a population of 95, and the sample of this research is 75 respondents taken by non-probability sampling technique. The research tools consist of instrumental test, classical assumption test and multiple linear regression analysis. From the completion of the calculation, it can be seen from the value of R squared that is 0.678. This can be interpreted as a variable of Service Quality, Brand Image, and Promotion which has an influence on user satisfaction of e-commerce applications 68% when 32% is outside the research variable. Service quality in brand image has a significant effect on user/consumer satisfaction, while promotion and brand image variables have no effect on research