EKA CHRISTIANTO, IVAN (2021) ANALISIS KUALITAS PELAYANAN DENGAN METODA E-SERVICE QUALITY UNTUK MENGETAHUI KEPUASAN PELANGGAN (Studi Pelanggan Shopee di Kecamatan Pulogadung). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui kepuasan pelanggan terhadap kualitas pelayanan yang diberikan oleh Shopee berdasarkan 7 dimensi e-servqual yaitu efficiency, reliability, fulfillment, privacy, responsiveness, compensation, dan contact. Penelitian ini menggunakan penelitian kuantitatif dengan strategi deskriptif. Pengambilan sampel menggunakan teknik non probability sampling dengan tipe sampling adalah purposive sampling yaitu pengambilan sampel berdasarkan karaktristik dan kriteria tertentu. Sampel yang diambil sebanyak 100 responden yang mana merupakan pelanggan Shopee yang berusia minimal 17 tahun, pernah belanja minimal 2 kali selama bulan Mei-Agustus 2021. Data sampel diambil dari kuesioner yang dibagikan secara online melalui google form. Metoda analisis data dalam penelitian ini adalah metoda e-servqual, importance performance analysis (IPA), dan diagram kartesius. Hasil penelitian ini menunjukkan bahwa nilai skor e-servqual dari ketujuh dimensi -0.24 dan hasil Importance Performance Analysis (IPA) pada Tingkat Kesesuaian (Tki) kinerja dengan harapan sebesar 92.69%. Hal ini menujukkan bahwa kinerja layanan yang diterima atau dirasakan oleh pelanggan belum dapat memenuhi harapan atau ekspetasi pelanggan, maka dapat dikatakan bahwa kualitas pelayanan Shopee tidak/belum dapat memuaskan pelanggan. Adapun atribut layanan yang perlu ditingkatkan atau diperbaiki oleh Shopee terdapat pada Kuadran A yaitu pernyataan 5 (P5) pengiriman produk sesuai dengan waktu yang dijanjikan dan pernyataan 8 (P8) penawaran atau promo yang diberikan sesuai apa adanya. Oleh karena itu, perusahaan Shopee perlu berusaha untuk meningkatkan pelayanan kepada pelanggan agar dapat memenuhi harapan pelanggan sehingga pelanggan akan merasa puas. Kata Kunci : Kualitas Pelayanan, E-SERVQUAL, Kepuasan Pelanggan, Importance Performance Analysis (IPA), Shopee ABSTRACT The research aims to determine customer satisfaction with the quality of service provided by Shopee based on seven dimensions e-servqual, there are efficiency, reliability, fulfillment, privacy, responsiveness, compensation, and contact. The research use quantitative research with descriptive strategy. The sampling using non-probability sampling technique with the type of sampling is purposive sampling. Purposive sampling is the sampling based on certain characteristics and criteria. The sample taken are 100 respondents, who are Shopee customer are at least 17 years old, have shopped at least 2 time during May-August 2021. The sample data taken from questionnares distributed online via google form. The data analysis methods in this study are the e-Servqual Method, Importance Performance Analyze (IPA), and Cartesian Diagrams. The results of this study indicate that the value of the e-servqual score of the seven dimensions is -0.24 and the results of Importance Performance Analysis (IPA) on the Conformance Level of performance with an expectation of 92.69%. The result is the service performance received or perceived by customers has not been able to meet customer expectations or expectations, it can be said that Shopee's service quality is not or has not been able to satisfy customers. The service attributes need to be improved or improved by Shopee are in Quadrant A, namely statement 5 (P5) of product delivery according to the promised time and statement 8 (P8) of offers or promos given as they are. Therefore, Shopee companies need to strive to improve service to customers in order to meet customer expectations so that customers will feel satisfied. Keywords : Service Quality, E-SERVQUAL, Customer Satisfaction, Importance Performance Analysis (IPA), Shopee
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | IVAN EKA CHRISTIANTO | ||||||||
| Date Deposited: | 05 Nov 2021 10:52 | ||||||||
| Last Modified: | 05 Nov 2021 10:52 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5748 |
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