Analisis Pengaruh E-Service Quality dan Usability terhadap Customer Loyalty (Studi Kasus: Aplikasi Tije)

Wardhani, Ersyaharani Dwilendra (2024) Analisis Pengaruh E-Service Quality dan Usability terhadap Customer Loyalty (Studi Kasus: Aplikasi Tije). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pasar MaaS Global diproyeksikan akan tumbuh sebesar 19,4%, terutama dengan pasar Asia Pasifik dengan market share sebesar 40,31% di tahun 2023, mengindikasikan peningkatan permintaan MaaS di Asia Pasifik akan bertumbuh pesat (Fortune Business Insights, 2024). Oleh karena itu, untuk menjawab kebutuhan warga Jakarta yang memiliki tingkat mobilitas paling tinggi di Indonesia, Transjakarta meluncurkan aplikasi MaaS pada tahun 2020 yang dinamakan aplikasi Tije. Namun, aplikasi Tije telah mendapatkan ulasan yang cukup buruk oleh para pengguna aplikasi tersebut. Hal ini menyebabkan rendahnya tingkat loyalitas pengguna untuk tetap menggunakan Tije sebagai aplikasi yang diandalkan. Penelitian ini bertujuan untuk menguji pengaruh aspek Usability dan E-Service Quality terhadap Customer Loyalty aplikasi Tije. Penelitian ini menggunakan tool System Usability Scale (SUS) untuk menilai skor Usability dan menghasilkan skor 41,58 atau Poor, nilai kontinum E-Service Quality dan Customer Loyalty yang mengindikasikan bahwa dua aspek tersebut Kurang Baik, dan metode statistik multiple regression untuk menguji pengaruh variabel independen terhadap variabel dependen. Hasil dari penelitian ini adalah E-Service Quality memiliki pengaruh signifikan terhadap Customer Loyalty aplikasi Tije, sedangkan Usability tidak berpengaruh signifikan secara parsial namun berpengaruh secara simultan terhadap Customer Loyalty. Dari hasil tersebut, rekomendasi yang diberikan untuk meningkatkan Customer Loyalty aplikasi Tije terutama pada aspek Efficiency dan System Availability, peningkatan usability dengan mengacu pada Nielsen Usability Heuristics dan peningkatan program loyalitas aplikasi Tije.
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The Global MaaS market is projected to grow by 19.4%, especially with the Asia Pacific market with a market share of 40.31% in 2023, indicating that the increase in demand for MaaS in Asia Pacific will grow rapidly (Fortune Business Insights, 2024). Therefore, to answer the needs of Jakarta residents who have the highest level of mobility in Indonesia, Transjakarta launched a MaaS application in 2020 called the Tije application. However, the Tije application has received quite bad reviews from users of the application. This causes a low level of user loyalty to continue using Tije as a reliable application. This research aims to test the influence of Usability and E-Service Quality aspects on Customer Loyalty of the Tije application. This research uses the System Usability Scale (SUS) tool to assess the Usability score and produces a score of 41.58 or Poor, the E-Service Quality and Customer Loyalty continuum value which indicates that these two aspects are Not Good, and the multiple regression statistical method to test the influence of the variables independent of the dependent variable. The results of this research are that E-Service Quality has a significant influence on Customer Loyalty of the Tije application, while Usability does not have a significant partial influence but simultaneously influences Customer Loyalty. From these results, recommendations are given to increase Customer Loyalty of the Tije application, especially in the aspects of Efficiency and System Availability, increase usability by referring to the Nielsen Usability Heuristics and improve the Tije application loyalty program.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Usability, E-Service Quality, Customer Loyalty, MaaS
Subjects:	T Technology > T Technology (General) > T58.5 Information technology. IT--Auditing
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Ersyaharani Dwilendra Wardhani
Date Deposited:	25 Jul 2024 04:18
Last Modified:	25 Jul 2024 04:18
URI:	http://repository.its.ac.id/id/eprint/108877

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