Analisis Faktor-Faktor yang Mempengaruhi Tingkat Kepuasan Pelanggan Pada Layanan E-Commerce Shopee Indonesia

Akbar, Daffa Tahta (2024) Analisis Faktor-Faktor yang Mempengaruhi Tingkat Kepuasan Pelanggan Pada Layanan E-Commerce Shopee Indonesia. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi tingkat kepuasan pelanggan pada layanan e-commerce Shopee di Indonesia. Dengan menggunakan metode Structural Equation Modeling (SEM), penelitian ini mengukur pengaruh kualitas layanan dan efektivitas marketplace terhadap kepuasan pelanggan. Survei online diikuti oleh 100 responden yang memberikan evaluasi terhadap beberapa dimensi, seperti tangible, empathy, dan responsiveness. Hasil penelitian menunjukkan bahwa baik kualitas layanan maupun efektivitas marketplace berpengaruh positif terhadap kepuasan pelanggan. Namun, tidak ditemukan interaksi signifikan antara kedua variabel ini. Oleh karena itu, peningkatan kualitas layanan dan pengelolaan marketplace secara terpisah penting untuk meningkatkan kepuasan pelanggan. Penelitian ini merekomendasikan Shopee untuk terus meningkatkan kualitas layanan, terutama dalam dimensi yang berkaitan dengan pengalaman pelanggan, serta mengoptimalkan fitur marketplace agar lebih ramah pengguna.
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This study aims to analyze the factors influencing customer satisfaction in Shopee Indonesia's e-commerce services. Using the Structural Equation Modeling (SEM) method, this research measures the impact of service quality and marketplace effectiveness on customer satisfaction. An online survey was conducted with 100 respondents who evaluated various dimensions such as tangible, empathy, and responsiveness. The results show that both service quality and marketplace effectiveness positively influence customer satisfaction. However, no significant interaction was found between these two variables. Therefore, improving service quality and managing the marketplace independently are essential to enhancing customer satisfaction. This study recommends that Shopee continuously improve service quality, particularly in dimensions related to customer experience, and optimize marketplace features to be more user-friendly.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	e-commerce, service quality, marketplace, customer satisfaction, Structural Equation Modelling (SEM), quantitative approach
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Daffa Tahta Akbar
Date Deposited:	12 Dec 2024 07:23
Last Modified:	12 Dec 2024 07:23
URI:	http://repository.its.ac.id/id/eprint/115953

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