Information and communication technology is developing rapidly in today's digital age. This development can facilitate various human activities, such as shopping for goods. Initially, people shopped directly at a store, but now this has changed, allowing them to shop anywhere and at any time. Humans continue to live alongside technological advances and globalization, which are shifting traditional lifestyles toward modern ones. The purpose of this study is to determine the effect of Efficiency (X1), System Availability (X2), Fulfillment (X3), Privacy (X4), Responsiveness (X5), Compensation (X6), and Contact (X7) on customer satisfaction of Shopee Marketplace students at Muhammadiyah University of Ponorogo. The sample of this study consisted of active students at Muhammadiyah University of Ponorogo who used Shopee Marketplace, selected using the purposive sampling technique, with a sample size of 96 respondents. The analysis employed in this study utilized multiple linear regression analysis, conducted using the SPSS 25 program. This study produces partial tests (t) as follows: Efficiency (X1) = 0.029, System Availability (X2) = 0.033, Fulfillment (X3) = 0.019, Privacy (X4) = 0.752, Responsiveness (X5) = 433, Compensation (X6) = 0.012 and Contact (X7) = 0.018.
Keywords: Efficiency, system availability, fulfillment, privacy, responsiveness, compensation, contact and customer satisfaction