Kusnadi, Kharisma Khodija (2022) Analisis Faktor Yang Memengaruhi Kepuasan Pelanggan Pada Beauty E-Commerce Menggunakan Structural Equation Modeling (Studi Kasus: Wardah Beauty App). Other thesis, Institut Teknologi Sepuluh Nopember.
![[thumbnail of 05211840000065-Undergraduate_Thesis.pdf]](http://repository.its.ac.id/style/images/fileicons/text.png) |
Text
05211840000065-Undergraduate_Thesis.pdf Restricted to Repository staff only Download (3MB) | Request a copy |
Abstract
Konteks: Seiring berkembangnya zaman dan teknologi, proses jual-beli yang dulunya harus bertatap muka, sekarang dapat dilakukan melalui internet. Salah satu layanan yang sedang marak adalah beauty e-commerce dimana pengguna dapat membeli kosmetik secara online. Selama pandemi, muncul banyak sekali platform beauty e-commerce. Hal ini menyebabkan semakin tingginya persaingan antar platform beauty e-commerce. Maka dari itu, sangat penting bagi penyedia layanan aplikasi beauty e-commerce untuk mengetahui faktor-faktor apa saja yang memengaruhi kepuasan pelanggan pengguna melalui layanan aplikasi beauty e-commerce. Permasalahan: Meningkatnya jumlah platform beauty e-commerce menyebabkan semakin ketatnya persaingan antar platform. Oleh karena itu, penyedia layanan harus bisa memenuhi permintaan pengguna yang semakin meningkat serta memastikan kelebihan yang dimiliki suatu platform dibandingkan dengan layanan platform beauty e-commerce lainnya, sehingga penyedia layanan dapat meningkatkan layanan sesuai keinginan pengguna. Tujuan: Penelitian Tugas Akhir ini dilakukan untuk mengidentifikasi hubungan struktural pengaruh dari variabel-variabel yang memengaruhi kepuasan pelanggan pada platform layanan beauty e-commerce untuk membeli kosmetik secara online. Metode: Analisis dan pengujian dalam penelitian Tugas Akhir ini dilakukan dengan menggunakan metode Structural Equation Modeling (SEM) dengan menggunakan Five-Contruct Model of Customer Satisfaction. Pengambilan data dilakukan dengan cara menyebarkan kuesioner secara online kepada pengguna aplikasi Wardah Beauty App menggunakan google form melalui media sosial Line, Whatsapp, dan Telegram dengan jumlah responden adalah 265 responden. Hasil: Hasil dari penelitian ini adalah diketahuinya faktor Seller or Customer Service dan External Incentivess memengaruhi kepuasan pelanggan pada layanan beauty e-commerce serta saran dan rekomendasi berdasarkan setiap indikator. Nilai Tambah: Penelitian ini diharapkan dapat membantu perusahaan penyedia platform layanan beauty e-commerce untuk mengetahui faktor-faktor yang dapat memmengaruhi kepuasan pelanggan pada layanan beauty e-commerce yang dapat dijadikasn sebagai dasar untuk aksi manajerial dan juga digunakan sebagai referensi dalam mengerjakan penelitian terkait.
==============================================================================================================================
Context: As time and technology evolve, the buying and selling process that used to be face-to-face can now be done via the internet. One of the emerging services is beauty e-commerce where users can buy cosmetics online. During the pandemic, many beauty e-commerce platforms emerged. This has led to increased competition between beauty e-commerce platforms. Therefore, it is very important for beauty e-commerce application service providers to find out what factors that affect Customer Satisfaction through beauty e-commerce application services. Problem: The increasing number of beauty e-commerce platforms has led to increasingly fierce competition between platforms. Therefore, service providers must be able to meet increasing user demands and ensure the advantages of a platform compared to other beauty e-commerce platform services, so that service providers can improve services according to the wishes of users. Purpose: This final project research was conducted to identify the structural relationship of the influence of the variables that affect Customer Satisfaction of the beauty e-commerce service to buy cosmetics online. Methods: The analysis and testing in this final project was carried out using the Structural Equation Modeling (SEM) method using the Five-Construct Model of Customer Satisfaction. Data collection was carried out by distributing online questionnaires to Wardah Beauty App users using google forms via social media such as Line, Whatsapp, and Telegram with total of respondent are 265 respondents. Results: The results of the study are expected to identify and obtain the factors that affect Customer Satisfaction on beauty e-commerce services to buy cosmetics online. Added Value: This research is expected to help companies providing beauty e-commerce service platforms to find out the factors that can affect Customer Satisfaction on beauty e-commerce services which can be used as a basis for managerial action and also used as a reference in doing related research.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSSI 658.834 3 Kus a-1 2022 |
| Uncontrolled Keywords: | Beauty e-commerce, Customer Satisfaction, Structural Equation Modeling (SEM). Beauty e-commerce, Customer Satisfaction, Structural Equation Modeling (SEM). |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.213 Management information systems. Dashboards. Enterprise resource planning. |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Mr. Marsudiyana - |
| Date Deposited: | 03 Jun 2026 06:50 |
| Last Modified: | 03 Jun 2026 06:50 |
| URI: | http://repository.its.ac.id/id/eprint/133527 |
Actions (login required)
 |
View Item |