Analisis Tingkat Kualitas Pelayanan Jasa E-Commerce Lazada dengan Mengintegrasikan Customer Experience Quality, Importance Performance Analysis (IPA) dan Quality Function Deployment (QFD)

Sakti, Angga Yuda (2023) Analisis Tingkat Kualitas Pelayanan Jasa E-Commerce Lazada dengan Mengintegrasikan Customer Experience Quality, Importance Performance Analysis (IPA) dan Quality Function Deployment (QFD). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Internet telah menjadi tempat bisnis yang vital dan signifikan. Hal ini tentu memberikan dampak bagi pola hidup manusia, termasuk pola interaksi jual beli melalui internet (E-commerce). E-commerce menawarkan berbagai keuntungan kepada pelanggan. Perusahan yang menerapkan e-commerce tidak hanya memperhatikan penerapan teknologinya, namun sangat perlu memperhatikan kualitas pelayanannya. Tujuan dalam penelitian ini untuk Mengukur tingkat kualitas pelayanan aplikasi Lazada terhadap pengguna dan Memberikan usulan perbaikan untuk meningkatkan kualitas pelayanan aplikasi Lazada sesuai dengan keinganan dan kebutuhan terhadap pengguna. Kualitas pelayanan ditingkatkan berdasarkan model Customer Experience Quality yang diintegrasikan dengan metode Importance Performance Analysis (IPA) dan Quality Function Deployment (QFD). Penelitian ini dilakukan pada salah satu perusahaan yang bergerak dalam bidang E-commerce (studi kasus Lazada) yang jumlah pengguna layanannya mengalami penurunan. Kinerja, harapan dan tingkat kepentingan pelanggan dari setiap atribut Customer Experience Quality diproses dengan metode Importance-Performance Analysis (IPA) untuk mengidentifikasi atribut prioritas untuk ditingkatkan. Data diambil dengan cara menyebarkan kuisioner online (Google Forms) kepada orang-orang yang sudah berbelanja dilazada. Penelitian ini menghasilkan, 1). Tingkat kualitas layanan dalam dimensi Customer/Service Experience Quality yang kualitas pelayanannya dinilai rendah namun sangat penting bagi pelanggan sebanyak 8 atribut yang akan ditingkatkan dan merupakan atribut prioritas (Kuadran 1) serta input dari customer requirements dalam QFD. 2). Terdapat 3 respon teknis yang prioritas serta usulan perbaikannya. Kualitas pelayanan jasa pada lazada sesuai dengan hasil yang didapatkan masih perlu dilakukan peningkatan kualitas terutama di kuadran 1 sehingga perusahaan harus melakukan perbaikan sebaik mungkin untuk meningkatkan pelayanan terhadap customer.
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The internet has become a vital and significant place of businiss. This certainly has an impact on human lifestyle, including the pattern of buying and selling interactions through the internet (E-commerce). E-commerce offers various advantages to customers. Companies that implement e-commerce not only pay attention to the application of technology, but really need to pay attention to the quality of service. The purpose of this study is to measure the level of service quality of the Lazada application to users and provide suggestions for improvements to improve the quality of Lazada application services in accordance with the wants and needs of users. Service quality is improved based on the customer experience quality model integrated with the Importance Performance Analysis (IPA) and Quality Function Deployment (QFD) methods. This research was conducted on one of the companies engaged in E-commerce (Lazada case study) whose number of service users has decreased. The performance, expectations and customer importance of each customer experience quality attribute are processed with the importance performance analysis method to identify priority attributes to improve. Data is taken by distributing online questionnaires (google forms) to people who have shopped on Lazada. This research produces, 1). The level of service quality in the demension of customer/service experience quality whose service quality is considered low but very importance for customers as many as 8 attributes to be improved and are priority atributes (quadrant 1) and input from customer requirements in QFD. 2). There are 3 priority technical responses and proposed improvements. The quality of service at Lazada in accordance with the results obtained still needs to be improved, especially in quadrant 1 so that the company must make the best possible improvements to improve service to customers.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	E-commerce, Kualitas Pelayanan, Customer Experience Quality, Importance-Performance Analysis (IPA), Quality Function Deployment (QFD). E-commerce, Service Quality, Customer Experience Quality, Importance-Performance Analysis (IPA), Quality Function Deployment (QFD).
Subjects:	T Technology > T Technology (General) T Technology > T Technology (General) > T56.8 Project Management
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26101-(S2) Master Thesis
Depositing User:	Angga Yuda Sakti
Date Deposited:	11 Aug 2023 08:30
Last Modified:	11 Aug 2023 08:30
URI:	http://repository.its.ac.id/id/eprint/104646

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