Integrasi Analisis Faktor Dan Analytical Hierarchy Process Terhadap Perancangan Paylater Melalui Pendekatan Service Quality

Sari, Debrina Intan (2024) Integrasi Analisis Faktor Dan Analytical Hierarchy Process Terhadap Perancangan Paylater Melalui Pendekatan Service Quality. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Bisnis otomotif menjadi salah satu bisnis yang mengalami masa sulit selama pandemi Covid. Bisnis ini berangsur meningkat setelah pandemi seiring dengan meningkatnya kebutuhan alat transportasi. Bisnis aftersales service memiliki kontribusi pendapatan yang cukup besar untuk perusahaan. Namun persaingan pada bisnis ini sangat ketat karena biaya service di bengkel resmi lebih mahal dibandingkan dengan bengkel non resmi. Untuk meningkatkan minat masyarakat menggunakan layanan aftersales service di PT Astra Isuzu, dibutuhkan transformasi yang berhubungan dengan layanan, kualitas service dan channel pembayaran. PT Astra Isuzu telah memiliki e-wallet bernama AstraPay, yang bekerja sama dengan Maupaylater. Namun platform pembayaran digital ini belum dimanfaatkan sebagai channel pembayaran aftersales service. Penelitian ini bertujuan untuk mengidentifikasi dan memprioritaskan kebutuhan pelanggan berkaitan dengan metode pembayaran paylater. Adapun metode yang digunakan dalam penelitian ini terdiri dari 2 (dua) tahap, yaitu analisis faktor dan Analytical Hierarchy Process (AHP). Metode analisis faktor digunakan untuk mengetahui faktor-faktor yang berpengaruh secara positif dan signifikan terhadap minat penggunaan paylater dengan cara mengidentifikasi dan mengukur faktor-faktor yang diduga berpengaruh. Selanjutnya faktor-faktor tersebut dibuat ke dalam dimensi kualitas melalui Service Quality. Sedangkan metode AHP digunakan untuk menentukan peringkat prioritas atas hasil analisis faktor dengan cara pembobotan. Sehingga hasil dari analisis faktor menjadi inputan bagi proses AHP. Pengumpulan data pada penelitian ini menggunakan metode kuisioner. Respondennya adalah pengguna jasa service kendaraan Isuzu. Focus group discussion juga dilakukan dengan melibatkan manajemen PT Astra Isuzu. Dengan metode analisis faktor didapatkan hasil bahwa dari 15 indikator tereduksi menjadi 9 indikator yang dikelompokkan ke dalam 3 komponen atau faktor. Selanjutnya, atas 9 indikator tersebut dilakukan pembobotan AHP. Urutan indikator 3 terpenting terhadap perancangan paylater adalah kecepatan penanganan keluhan pelanggan, Service Advisor memberikan informasi tentang paylater kepada pelanggan dan diikuti oleh jaringan internet di Astra Isuzu yang lancar dan stabil.
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The automotive business was one of the businesses that experienced a difficult time during the Covid pandemic. This business had gradually improved after the pandemic along with the increasing need for transportation. The aftersales service business had a significant revenue contribution to the company. However, competition in this business was very tight because the cost of services at authorized workshops was more expensive than at non-authorized workshops. To increase people's interest in using aftersales service at PT Astra Isuzu, transformation was needed related to service, service quality and payment channel. PT Astra Isuzu already had an e-wallet called AstraPay, in collaboration with Maupaylater. However, this digital payment platform had not been utilized as a payment channel for aftersales service. This research aimed to identify and prioritize customer needs related to paylater payment methods. The method used in this research consists of 2 (two) stages, namely factor analysis and Analytical Hierarchy Process (AHP). The factor analysis method was used to determine the factors that had a positive and significant effect on interest in using paylater by identifying and measuring factors that were thought to have an effect. Furthermore, these factors were made into quality dimensions through Service Quality. While the AHP method was used to determine the priority ranking of the results of factor analysis by weighting. So that the results of factor analysis became input for the AHP process. Data collection in this study used a questionnaire method. The respondents were Isuzu vehicle service users. Focus group discussion was also conducted by involving the management of PT Astra Isuzu. With the factor analysis method, the results showed that from 15 indicators were reduced to 9 indicators which were grouped into 3 components or factors. Furthermore, the 9 indicators were weighted by AHP. The order of the 3 most important indicators towards paylater design were the speed of handling customer complaints, Service Advisor provides information about paylater to customers and followed by a smooth and stable internet network at Astra Isuzu.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	analisis faktor, paylater, pembobotan AHP, service quality
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 78201-System And Technology Innovation
Depositing User:	Debrina Intan Sari
Date Deposited:	25 Jul 2024 03:38
Last Modified:	25 Jul 2024 03:38
URI:	http://repository.its.ac.id/id/eprint/108738

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