The Influence of Service Quality and Product Completeness on Customer Satisfaction of Sociolla (Studi Case in Sociolla Mall Kota Kasablanka)

Abstract

Sociolla as a beauty e-commerce has transforms by opening offlineoutlets throughout Indonesia. Customers prefer to come directly to the outletbecause they can get more experience, such as trying products, seeing productsin person, and consulting with beauty advisors at the outlet. ProductCompleteness of the product is also a consideration for consumers whenchoosing outlets for shopping. The emergence of various new cosmetic retailershas forced Sociolla to maintain its excellence, in according to maintaincustomer satisfaction and loyalty. The purpose of this study was to determinethe effect of service quality and product completeness on Sociolla customersatisfaction. The research was conducted using a quantitative method with apurposive sampling technique with a total sample of 100. The results showedthat: service quality has a significant positive effect on customer satisfaction,product completeness has a significant positive effect on customer satisfaction,and service quality and product completeness have a positive and significanteffect simultaneously on customer satisfaction.