CRYSTAL ANJANETTE NIMAN, . (2024) ANALISIS E-SERVQUAL PADA APLIKASI TOKOPEDIA (STUDI KASUS PADA GENERASI Z DI DKI JAKARTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
E-Servqual atau Electronic Service Quality merupakan bagian yang penting pada sebuah e-commerce yang berhubungan dengan bagaimana penilaian pengguna pada layanan yang ada. Penelitian ini bertujuan untuk mengetahui E-Servqual pada Aplikasi Tokopedia menurut Generasi Z di DKI Jakarta. Penelitian ini menggunakan lima dimensi yaitu Tangibility, Reliability, Responsiveness, Assurance, dan Empathy. Pengumpulan data dilakukan dengan metode kuesioner yang dibagikan secara daring. Populasi pada penelitian ini yaitu pengguna aplikasi Tokopedia yang termasuk dalam kategori Generasi Z di DKI Jakarta. Diperoleh sampel sebanyak 130 responden sesuai kriteria penelitian. Uji Instrumen dilakukan menggunakan software SPSS versi 27 untuk uji validitas dan reliabilitas. Data di olah dengan teknik Analisis Deskriptif, Zone of Tolerance, dan E-Servqual. Hasil dari penelitian ini yaitu E-Servqual Aplikasi Tokopedia belum memenuhi harapan Generasi Z di DKI Jakarta. Berdasarkan analisis Zone of Tolerance didapati bahwa E-Servqual pada seluruh atribut sudah tidak dapat di toleransi lagi oleh pengguna. Berdasarkan analisis Gap E-Servqual, seluruh atribut memiliki gap minus dengan dimensi Empathy, Responsiveness, dan Assurance menempati rata-rata gap tertinggi secara berurutan dan perlu segera dilakukan perbaikan. Kata Kunci: E-Servqual, Aplikasi Tokopedia, E-Commerce, Generasi Z, Zone of Tolerance, Tangibility, Reliability, Responsiveness, Assurance, Empathy ***** E-Servqual or Electronic Service Quality is an important part of an e-commerce that relates to how users assess existing services. This study aims to determine E-Servqual on the Tokopedia Application according to Generation Z in DKI Jakarta. This study uses five dimensions, namely Tangibility, Reliability, Responsiveness, Assurance, and Empathy. Data collection was carried out using a questionnaire method distributed online. The population in this study are users of the Tokopedia application who are included in the Generation Z category in DKI Jakarta. A sample of 130 respondents was obtained according to the research criteria. Instrument tests were carried out using SPSS version 27 software for validity and reliability tests. Data is processed using Descriptive Analysis techniques, Zone of Tolerance, and E-Servqual. The results of this study are that the Tokopedia Application E-Servqual has not met the expectations of Generation Z in DKI Jakarta. Based on the Zone of Tolerance analysis, it is found that E-Servqual on all attributes can no longer be tolerated by users. Based on the E-Servqual Gap analysis, all attributes have a minus gap with the Empathy, Responsiveness, and Assurance dimensions occupying the highest average gap in order and needing immediate improvement. Keywords: E-Servqual, Tokopedia Application, E-Commerce, Generation Z, Zone of Tolerance, Tangibility, Reliability, Responsiveness, Assurance, Empathy
Item Type: | Thesis (Sarjana) |
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Additional Information: | 1). Dra. Sholikhah, M.M ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M |
Subjects: | Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran |
Divisions: | FE > D IV Pemasaran Digital |
Depositing User: | Crystal Anjanette Niman . |
Date Deposited: | 04 Mar 2025 01:11 |
Last Modified: | 04 Mar 2025 01:11 |
URI: | http://repository.unj.ac.id/id/eprint/54338 |
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