Shopee should continue to develop and improve its chat and fresh features

Oct 13, 2025 by windailys.com 96 views

The Effect of the Use of Chat and Fresh Features on the Shopee Application on Consumer Satisfaction among USU FISIP Students

Introduction

In today's digital age, e-commerce has become an essential part of our lives, with millions of people around the world shopping online every day. One of the most popular e-commerce platforms in Indonesia is Shopee, which offers a wide range of products and services to its customers. However, with the increasing competition in the e-commerce market, Shopee has to continuously innovate and improve its features to meet the needs of its customers. One of the key features that Shopee has introduced is the chat and fresh features, which allows consumers to interact directly with the seller. But do these features have an impact on consumer satisfaction? This study aims to explore the extent of the impact of chat and fresh features on consumer satisfaction among USU FISIP students.

Research Theory and Methodology

This study uses several relevant theories, including communication, mass communication, new media, uses and gratification, e-commerce, and consumer interactions in the consumer to consumer market. The focus of this research is on the use of chat and fresh features, which allows consumers to interact directly with the seller. In this context, customer satisfaction is the main indicator for assessing the effectiveness of these features.

The method used in this study is a quantitative approach with correlational research design. The population studied was USU FISIP students, with sample sizes calculated using the Taro Yamane formula, as many as 96 respondents. The selection of samples was carried out by stratified random sampling techniques, purposive sampling, and accidental sampling. Data collection involves field research and literature research.

Data Analysis and Research Results

Data analysis techniques in this study include a single table analysis, cross table analysis, and hypothesis test using SPSS version 25 software. To determine the degree of correlation, researchers use the Guilford correlation coefficient scale. The results showed that the correlation coefficient obtained was 0.743. This number indicates a high relationship, where the zero hypothesis (Ho) is rejected and the alternative hypothesis (ha) is accepted. In other words, there is a positive and significant influence between the use of chat and bargaining features on the Shopee application on consumer satisfaction among USU FISIP students.

The Importance of Chatting and Bargaining Features in E-commerce

Chat and fresh features in e-commerce applications such as Shopee have become one of the innovations that provide added value for consumers. Through this feature, consumers can directly communicate with the seller, which allows them to ask questions, negotiate prices, and get clearer information about the product. This certainly has an impact on consumer confidence in the seller, thereby increasing the satisfaction of shopping.

The existence of bargaining features also provides an opportunity for consumers to get a better price, which is often the main attraction in shopping online. On the other hand, for sellers, this feature also provides an opportunity to increase sales by building a better relationship with consumers.

Conclusion

From the results of this study, it can be concluded that the use of chat and bargaining features in the Shopee application has a significant influence on consumer satisfaction among USU FISIP students. The high and positive relationship between the two variables confirms the importance of interactive aspects of online shopping experience. Therefore, the development and improvement of these features must continue to be done to meet the needs of consumers and increase their satisfaction in transacting online.

Recommendations

Based on the findings of this study, the following recommendations are made:

Shopee should continue to develop and improve its chat and fresh features to meet the needs of its customers and increase their satisfaction in transacting online.
Sellers should take advantage of the bargaining feature to build a better relationship with consumers and increase sales.
Consumers should take advantage of the chat feature to ask questions, negotiate prices, and get clearer information about the product.
Further research should be conducted to explore the impact of chat and fresh features on consumer satisfaction in other e-commerce platforms.

Limitations of the Study

This study has several limitations, including:

The study was conducted only among USU FISIP students, which may not be representative of the general population.
The study used a quantitative approach, which may not capture the nuances of consumer behavior.
The study only focused on the chat and fresh features, which may not be representative of other features that may have an impact on consumer satisfaction.

Future Research Directions

This study provides several future research directions, including:

Exploring the impact of chat and fresh features on consumer satisfaction in other e-commerce platforms.
Investigating the role of other features, such as product reviews and ratings, in consumer satisfaction.
Examining the impact of demographic variables, such as age and income, on consumer satisfaction.

By understanding the impact of chat and fresh features on consumer satisfaction, e-commerce platforms like Shopee can continue to innovate and improve their features to meet the needs of their customers and increase their satisfaction in transacting online.
Q&A: The Effect of the Use of Chat and Fresh Features on the Shopee Application on Consumer Satisfaction among USU FISIP Students

Q: What is the main objective of this study?

A: The main objective of this study is to explore the extent of the impact of chat and fresh features on consumer satisfaction among USU FISIP students.

Q: What are chat and fresh features in the context of e-commerce?

A: Chat and fresh features in e-commerce applications such as Shopee allow consumers to interact directly with the seller, which enables them to ask questions, negotiate prices, and get clearer information about the product.

Q: What is the significance of chat and fresh features in e-commerce?

A: The existence of chat and fresh features provides an opportunity for consumers to get a better price, which is often the main attraction in shopping online. On the other hand, for sellers, this feature also provides an opportunity to increase sales by building a better relationship with consumers.

Q: What is the research methodology used in this study?

A: The research methodology used in this study is a quantitative approach with correlational research design. The population studied was USU FISIP students, with sample sizes calculated using the Taro Yamane formula, as many as 96 respondents.

Q: What are the data analysis techniques used in this study?

A: The data analysis techniques used in this study include a single table analysis, cross table analysis, and hypothesis test using SPSS version 25 software.

Q: What is the correlation coefficient obtained in this study?

A: The correlation coefficient obtained in this study is 0.743, which indicates a high relationship between the use of chat and bargaining features on the Shopee application on consumer satisfaction among USU FISIP students.

Q: What are the implications of this study?

A: The implications of this study are that the use of chat and bargaining features in the Shopee application has a significant influence on consumer satisfaction among USU FISIP students. Therefore, the development and improvement of these features must continue to be done to meet the needs of consumers and increase their satisfaction in transacting online.

Q: What are the recommendations of this study?

A: The recommendations of this study are:

Shopee should continue to develop and improve its chat and fresh features to meet the needs of its customers and increase their satisfaction in transacting online.
Sellers should take advantage of the bargaining feature to build a better relationship with consumers and increase sales.
Consumers should take advantage of the chat feature to ask questions, negotiate prices, and get clearer information about the product.
Further research should be conducted to explore the impact of chat and fresh features on consumer satisfaction in other e-commerce platforms.

Q: What are the limitations of this study?

A: The limitations of this study are:

The study was conducted only among USU FISIP students, which may not be representative of the general population.
The study used a quantitative approach, which may not capture the nuances of consumer behavior.
The study only focused on the chat and fresh features, which may not be representative of other features that may have an impact on consumer satisfaction.

Q: What are the future research directions of this study?

A: The future research directions of this study are:

Exploring the impact of chat and fresh features on consumer satisfaction in other e-commerce platforms.
Investigating the role of other features, such as product reviews and ratings, in consumer satisfaction.
Examining the impact of demographic variables, such as age and income, on consumer satisfaction.