ANALISIS KEPUASAN KONSUMEN PADA E-COMMERCE SHOPEE

REYHAN WIDYANDA HENDRATNO, . (2025) ANALISIS KEPUASAN KONSUMEN PADA E-COMMERCE SHOPEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui tingkat kepuasan konsumen pada layanan e-commerce Shopee. Pada penelitian ini menggunakan pendekatan kuantitatif dengan teknik sampel purposive sampling. Sedangkan teknik analisis data yang digunakan ialah customer satisfaction index, importance performance analysis, dan GAP analysis. Dimensi pada penelitian ini menggunakan model Technology Acceptance Model dengan beberapa dimensi yaitu Perceived Usefulness, Perceived System Information and Arrangement dan Perceived Ease of Use. Serta Success Models dengan dimensi yaitu Information Quality, System Quality dan Service Quality.. Pada hasil penelitian metode customer satisfaction index menunjukkan bahwa hasil Customer Satisfaction Index dari 18 atribut yang tersedia sebesar 83,48 %. Pada hasil metode importance performance analysis didapat bahwa 10 dari 18 pernyataan yang masing-masing terdapat pada atribut 9 atribut kenyamanan menggunakan aplikasi, kepuasan menggunakan aplikasi, efektivitas penggunaan aplikasi, kemudahan penggunaan aplikasi, kecepatan akses penggunaan, keandalan sistem pada aplikasi, relevansi informasi, jaminan pelayanan, dan dukungan pelanggan yang memiliki nilai Gap lebih besar dari total rata-rata. ***** This study aims to determine the level of customer satisfaction with Shopee e-commerce services. In this study using a quantitative approach with purposive sampling technique. While the data analysis techniques used are customer satisfaction index, importance performance analysis, and GAP analysis. The dimensions in this study use the Technology Acceptance Model with several dimensions, namely Perceived Usefulness, Perceived System Information and Arrangement and Perceived Ease of Use. As well as Success Models with dimensions namely Information Quality, System Quality and Service Quality. In the research results of the customer satisfaction index method, it shows that the results of the Customer Satisfaction Index of the 18 available attributes are 83.48%. In the results of the importance performance analysis method, it is found that 10 out of 18 statements, each of which is contained in attribute 9 attributes of comfort using the application, satisfaction using the application, effectiveness of using the application, ease of using the application, speed of access to use, system reliability in the application, relevance of information, service guarantees, and customer support that have a Gap value greater than the total average.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ika Febrilia, SE., MM ; 2). Rahmi, SE., M.S.M
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 25872 not found.
Date Deposited:	28 Feb 2025 02:44
Last Modified:	28 Feb 2025 02:44
URI:	http://repository.unj.ac.id/id/eprint/53849

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