Marbun, Dyta Khairani (2025) Analisis Kualitas Layanan Pada Beauty Commerce Application Untuk Rekomendasi Peningkatan Kepuasan Dan Loyalitas Pelanggan Menggunakan Metode Partial Least Square – Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Latar Belakang/Konteks: Pertumbuhan industri Beauty Commerce Application (BCA) di Indonesia semakin pesat seiring meningkatnya penggunaan internet dan smartphone. Perkembangan ini mendorong pergeseran preferensi konsumen dalam berbelanja produk kecantikan dari saluran konvensional ke platform digital berbasis mobile. Permasalahan: Meski jumlah pengguna meningkat, masih terdapat kesenjangan antara harapan dan pengalaman pengguna terhadap kualitas layanan BCA, terutama terkait efisiensi, akses informasi, dan belum adanya aspek keamanan data digital dalam model kualitas layanan yang ada. Tujuan: Penelitian ini bertujuan untuk menganalisis model Mobile Shopping Service Quality (MS-SQ) sebagai Reflective Reflective – Higher Order Construct (RR-HOC), menganalisis pengaruh MS-SQ dan masing-masing dimensinya terhadap penyusunan rekomendasi dalam meningkatkan Customer Satisfaction (SAT) dan Customer Loyalty (LO) sera mengevaluasi hubungan SAT terhadap LO secara langsung pada kualitas layanan BCA.
Data dan Metode: Data diperoleh melalui survei online terhadap 160 pengguna aktif BCA dengan pengalaman transaksi minimal tiga kali, menggunakan instrumen berisi 39 indikator skala Likert 7. Metode yang digunakan adalah Partial Least Square-Structural Equation Modelling (PLS-SEM) menggunakan SmartPLS 4.0. Hasil: Penelitian ini menunjukkan bahwa MS-SQ secara signifikan memengaruhi SAT dan LO, serta kepuasan pelanggan terbukti memengaruhi loyalitas secara langsung. Di tingkat dimensi, Fulfilment, Contact, dan Security memiliki pengaruh positif terhadap kepuasan pelanggan. Hanya dimensi Security saja yang memiliki pengaruh positif terhadap loyalitas pelanggan. Manfaat/ Kontribusi: Penelitian ini memberikan kontribusi teoritis dengan menambahkan dimensi Security ke dalam model MS-SQ dalam konteks BCA. Secara praktis, hasilnya menjadi dasar prioritas peningkatan layanan digital yang berfokus pada keamanan, kontak layanan, dan pemenuhan pesanan untuk mendorong kepuasan dan loyalitas pelanggan.
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Background/Context: The growth of the Beauty Commerce Application (BCA) industry in Indonesia has accelerated alongside the increasing use of the internet and smartphones. This development has driven a shift in consumer preferences from traditional shopping channels to mobile-based digital platforms for beauty products.
Problem: Despite the rising number of users, a gap remains between user expectations and their actual experiences with BCA service quality, particularly in terms of efficiency, information accessibility, and the lack of attention to data security in existing service quality models.
Objective: This study aims to analyze the Mobile Shopping Service Quality (MS-SQ) model as a Reflective Reflective Higher Order Construct (RR-HOC), analyze the influence of MS-SQ and its dimensions on Customer Satisfaction (SAT) and Customer Loyalty (LO), and evaluate the direct relationship between SAT and LO in the context of service quality for BCA
Data and Methods: Data were collected through an online survey involving 160 active BCA users with a minimum of three purchase experiences, using an instrument consisting of 39 Likert-scale items (7-point). The analysis was conducted using Partial Least Square–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Results: The findings indicate that MS-SQ significantly influences both SAT and LO, and that customer satisfaction directly affects loyalty. At the dimension level, Fulfilment, Contact, and Security have a positive influence on satisfaction, while only the Security dimension positively influences loyalty.
Contribution: This study contributes theoretically by integrating Security as a core dimension of MS-SQ within the BCA context. Practically, the results provide a strategic basis for improving digital services by prioritizing security, customer support, and order fulfilment to enhance customer satisfaction and loyalty.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Beauty Commerce Application (BCA), Kepuasan Pelanggan, Loyalitas Pelanggan, Mobile Shopping Service Quality (MS-SQ), Partial Least Square-Structural Equation Modeling (PLS-SEM), Beauty Commerce Application (BCA), Customer Satisfaction, Customer Loyalty, Mobile Shopping Service Quality (MS-SQ), Partial Least Square-Structural Equation Modeling (PLS-SEM). |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5548.34 Mobile commerce. T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5105.5956 Quality of service. Reliability Including network performance |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Dyta Khairani Marbun |
| Date Deposited: | 15 Jul 2025 01:59 |
| Last Modified: | 15 Jul 2025 01:59 |
| URI: | http://repository.its.ac.id/id/eprint/119732 |
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