Susilo, Fajar Ardhy (2025) Pengaruh User Experience, E-Service Quality, Dan Supply Chain Terhadap User Satisfaction Dimediasi Oleh Platform Usability ( Studi Pada Platform Belanja Online Perusahaan FMCG). Masters thesis, Institute Teknologi Sepuluh November.
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Abstract
Menjaga kepuasan pengguna platform belanja online perusahaan FMCG merupakan suatu hal krusial yang harus dilakukan sebagai bagian untuk menjaga daya saing platform. Sehingga memahami faktor yang dapat meningkatkan kepuasan pengguna menjadi permasalahan penting yang harus dipahami oleh penyedia platfor. Platform belanja online perusahaan FMCG berkomitmen untuk terus meningkatkan kinerja dan kepuasan pengguna, yang tercermin dalam fluktuasi Order Fulfillment Rate (OFR) selama tahun 2022-2024. Meski terdapat perbaikan kinerja dan kepuasan namun OFR masih di bawah target. Penelitian ini bertujuan untuk menganalisis pengaruh user experience, e-service quality, dan supply chain management terhadap kepuasan pengguna (user satisfaction) platform pada perusahaan FMCG dengan peran mediasi dari platform usability. Penelitian ini diharapkan dapat membantu penyedia platform dalam memahami faktor-faktor kunci yang memengaruhi kepuasan pengguna dan meningkatkan daya saing platform. Peneliti menggunakan metode kuantitatif dengan melibatkan 460 pengguna platform belanja online perusahaan FMCG sebagai responden. Penelitian ini menggunakan teknik analisis SEM-AMOS untuk menjawab hipotesis. Hasil analisis menunjukkan bahwa user experience, e-service quality (E-S-Qual), dan supply chain management secara signifikan memengaruhi platform usability. platform usability, user experience, E-S-Qual dan supply chain management juga secara signifikan memengaruhi kepuasan pengguna. platform usability terbukti tidak memediasi hubungan user experience dan supply chain management terhadap kepuasan pengguna, namun signifikan dalam memediasi hubungan E-S-Qual terhadap kepuasan pengguna. Penelitian ini untuk melihat pengaruh konstribusi tentang bagaimana pentingnya user experience, e-service quality, dan supply chain management terhadap user satisfaction. Kata kunci: pengalaman pengguna, kualitas pelayanan elektronik, Manajemen rantai pasok, kegunaan platform, kepuasan pelanggan.
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Maintaining user satisfaction with the online shopping platform of an FMCG company is a crucial aspect of ensuring the platform's competitiveness. Therefore, understanding the factors that can enhance user satisfaction is a critical issue that platform providers must address. The online shopping platform of the FMCG company is committed to continuously improving performance and user satisfaction, as reflected in fluctuations in the Order Fulfillment Rate (OFR) during the period 2022-2024. Despite improvements in performance and satisfaction, the OFR remains below the target. This study aims to analyze the influence of user experience, e-service quality, and supply chain management on user satisfaction with the FMCG company's platform, with the mediating role of platform usability. This research is expected to help platform providers understand the key factors affecting user satisfaction and enhance the platform's competitiveness. The study employs a quantitative method involving 450 users of the FMCG company’s online shopping platform as respondents. Structural Equation Modeling (SEM) with AMOS is used to test the hypotheses. The analysis results show that user experience, e-service quality (E-S-Qual), and supply chain management significantly influence platform usability. Furthermore, platform usability, user experience, E-S-Qual, and supply chain management also significantly influence user satisfaction. platform usability is found not to mediate the relationship between user experience and supply chain management and user satisfaction. However, it significantly mediates the relationship between E-S-Qual and user satisfaction. This study is expected to contribute insights into the importance of user experience, e-service quality, and supply chain management in enhancing user satisfaction.. Keywords: user experience, electronic service quality, supply chain management, platform usability, customer satisfaction.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | pengalaman pengguna, kualitas pelayanan elektronik, Manajemen rantai pasok, kegunaan platform, kepuasan pelanggan ========================================================================= user experience, electronic service quality, supply chain management, platform usability, customer satisfaction. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD38.5 Business logistics--Cost effectiveness. Supply chain management. ERP H Social Sciences > HF Commerce Q Science |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Fajar Ardhy Tri Susilo |
| Date Deposited: | 23 Jan 2025 02:20 |
| Last Modified: | 23 Jan 2025 02:20 |
| URI: | http://repository.its.ac.id/id/eprint/116693 |
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