EVALUASI KEPUASAN PENGGUNA TERHADAP PENGALAMAN SHOPEE PAYLATER DENGAN METODE WEBQUAL 4.0

IVANKA STELLA AUDRIA, . (2025) EVALUASI KEPUASAN PENGGUNA TERHADAP PENGALAMAN SHOPEE PAYLATER DENGAN METODE WEBQUAL 4.0. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Layanan Buy Now Pay Later (BNPL) seperti Shopee PayLater semakin banyak digunakan oleh masyarakat sebagai alternatif metode pembayaran di e-commerce. Namun, tingginya jumlah pengguna perlu diimbangi dengan pemahaman terhadap kepuasan pengguna terhadap layanan tersebut. Penelitian ini bertujuan untuk menganalisis pengaruh lima dimensi WebQual 4.0 terhadap kepuasan pengguna Shopee PayLater, yaitu: Kemudahan Pengguna, Kualitas Informasi, Interaksi Layanan, Privasi dan Sekuriti, serta Kepercayaan dan Risiko. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik survei menggunakan kuesioner. Jumlah responden sebanyak 385 orang yang merupakan pengguna aktif Shopee PayLater. Teknik analisis data menggunakan regresi ordinal untuk mengetahui pengaruh masing-masing variabel independen terhadap kepuasan pengguna. Hasil analisis menunjukkan bahwa tiga variabel berpengaruh signifikan terhadap kepuasan pengguna, yaitu Kualitas Informasi (p = 0,041), Privasi dan Sekuriti (p = 0,031), serta Kepercayaan dan Risiko (p = 0,007) yang menjadi variabel paling dominan. Sementara itu, Kemudahan Pengguna dan Interaksi Layanan tidak menunjukkan pengaruh yang signifikan secara statistik. Penelitian ini menyimpulkan bahwa kepuasan pengguna Shopee PayLater lebih banyak dipengaruhi oleh kejelasan informasi, jaminan keamanan data, dan tingkat kepercayaan terhadap layanan. ***** Buy Now Pay Later (BNPL) services such as Shopee PayLater are increasingly used by consumers as an alternative payment method in e-commerce. However, the high number of users needs to be balanced with an understanding of user satisfaction with these services. This study aims to analyze the influence of five WebQual 4.0 dimensions on Shopee PayLater user satisfaction, namely, usability, information quality, service interaction, privacy and security, and trust and risk. The research method employed is a quantitative approach using survey techniques with questionnaires. The number of respondents was 385, and they were active users of Shopee PayLater. The data analysis technique used was ordinal regression to determine the influence of each independent variable on user satisfaction. The analysis results show that three variables significantly influence user satisfaction: Information Quality (p = 0.041), Privacy and Security (p = 0.031), and Trust and Risk (p = 0.007), which became the most dominant variable. Meanwhile, usability and service interaction did not show a statistically significant influence. This study concludes that Shopee PayLater user satisfaction is more influenced by information clarity, data security assurance, and the level of trust in the service.

Item Type: Thesis (Sarjana)
Additional Information: 1). Murien Nugraheni, S.T., M.Cs. ; 2). Lipur Sugiyanta, S.T., M.Kom., Ph.D.
Subjects: Sains > Matematika > Software, Sistem Informasi Komputer
Divisions: FT > S1 Sistem dan Teknologi Informasi
Depositing User: Ivanka Stella Audria .
Date Deposited: 05 Aug 2025 02:18
Last Modified: 05 Aug 2025 02:18
URI: http://repository.unj.ac.id/id/eprint/57367

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