ANALISIS KEPUASAN PELANGGAN ATAS KUALITAS LAYANAN ELEKTRONIK SHOPEE DENGAN METODE E-SERVICE QUALITY DAN KARTESIUS

Sidqi, Ahmad Nurafif (2021) ANALISIS KEPUASAN PELANGGAN ATAS KUALITAS LAYANAN ELEKTRONIK SHOPEE DENGAN METODE E-SERVICE QUALITY DAN KARTESIUS. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui tingkat kepuasan pelanggan atas kualitas layanan elektronik yang diberikan shopee berdasarkan e-service quality dan metode Diagram Kartesius atau Importance Performance Analysis (IPA). Pengukuran penilaian pelanggan menggunakan perhitungan kesenjangan dengan menguhitung selisih antara tingkat persepsi pelayanan yang diberikan dengan tingkat harapan pelanggan. Penelitian ini menggunakan jenis penelitian kualitatif dengan populasi penelitian meliputi mahasiswa/i Sekolah Tinggi Ilmu Ekonomi Indonesia dan mahasiswa/i Universitas Negeri Jakarta. Penentuan sampel dilakukan dengan menggunakan teknik purposive sampling dengan kriteria tertentu yaitu responden pernah menggunakan shopee kurang dari 6 bulan terakhir dan pernah melakukan pembelian minimal sekali dalam kurun waktu tersebut. Hasil penelitian ini mengukur nilai kenjangan antara tingkat pelayanan elektronik dengan tingkat harapan pelanggan. Dimensi yang menurut pelanggan telah memenuhi kepuasannya yaitu Efficiency, Reliability, dan Responsiveness. Sedangkan dimensi e-servqual yang belum memenuhi kepuasan pelanggan adalah dimensi Fulfillment, Privacy, Compensation, dan Contact. Pada diagram kartesius, persebaran atribut dimensi E-Servqual berfokus pada kuadran A sebanyak empat atribut, kuadran B sebanyak dua belas atribut, dan kuadran C delapan atribut, sedangkan kuadran D tidak ada atribut dari penelitian yang termasuk pada kuadran ini. Kata kunci: E-Service Quality, Kepuasan Pelanggan, Kualitas Layanan Elektronik, Diagram Kartesius, Importance Performance Analysis ABSTRACT This study aims to determine the level of customer satisfaction on the quality of electronic services provided by shopee based on e-service quality and the Cartesian Diagram method or Importance Performance Analysis (IPA). Measurement of customer assessment uses the calculation of the gap by calculating the difference between the perceived level of service provided and the level of customer expectations. This study uses a qualitative research type with the research population including students of the Indonesian College of Economics and students of the State University of Jakarta. The sample was determined by using purposive sampling technique with certain criteria, namely that the respondent had used shopee for less than the last 6 months and had made a purchase at least once in that time. The results of this study measure the value of the gap between the level of electronic service and the level of customer expectations. Dimensions according to which customers have fulfilled their satisfaction are Efficiency, Reliability, and Responsiveness. While the dimensions of E-Servqual that have not met customer satisfaction are the dimensions of Fulfillment, Privacy, Compensation, and Contact. In the Cartesian diagram, the attribute distribution of the E-Servqual dimension focuses on quadrant A as many as four attributes, quadrant B with twelve attributes, and quadrant C with eight attributes, while quadrant D does not have any attributes from the research included in this quadrant. Keywords: E-Service Quality, Customer Satisfaction, Electronic Service Quality, Cartesian Diagram, Importance Performance Analysis

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Pranitasari, Diah 0315086903 diah_pranitasari@stei.ac.id
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Mr AHMAD NUR`AFIF SIDQI
Date Deposited:	12 Oct 2021 06:59
Last Modified:	12 Oct 2021 06:59
URI:	http://repository.stei.ac.id/id/eprint/5375

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