Analisis Kepuasan Dan Positioning Seller E-marketplace Dengan Menggunakan Importance Performance Analysis Dan Biplot

Dibah, Farah (2021) Analisis Kepuasan Dan Positioning Seller E-marketplace Dengan Menggunakan Importance Performance Analysis Dan Biplot. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan teknologi yang cepat dan juga adanya pembatasan sosial mendorong banyak pelaku usaha untuk membuka toko secara online baik melalui media sosial maupun e-marketplace. Banyaknya penjual yang puas dengan sistem yang diberikan oleh e-marketplace akan meningkatkan kepercayaan masyarakat terhadap e-marketplace tersebut. Pada penelitian ini dilakukan analisis kepuasan seller terhadap e-marketplace dengan menggunakan metode importance performance analysis untuk mengetahui tingkat kepuasan seller terhadap e-marketplace di Indonesia. Selain itu, metode biplot dilakukan untuk mengetahui positioning e-marketplace sesuai dengan persepsi seller mengenai kepuasan terhadap fitur yang diberikan. E-marketplace yang dianalisis pada penelitian ini adalah e-marketplace yang paling banyak digunakan di Indonesia yaitu Tokopedia, Shopee, dan Bukalapak. Berdasarkan importance performance analysis, Penelitian ini menunjukkan bahwa variabel kepuasan yang harus diperbaiki oleh Tokopedia adalah variabel tangibles, reliability, dan responsiveness, Shopee harus mempertahankan kinerja, dan Bukalapak harus meningkatkan kinerja pada variabel tangibles, reliability, responsiveness, dan emphaty. Berdasarkan hasil biplot, Penelitian ini juga menunjukkan hasil bahwa Tokopedia, Shopee, dan Bukalapak memiliki ciri khas tersendiri pada indikator-indikator kepuasan dibenak seller, tetapi Shopee masih lebih unggul dibandingkan dengan e-marketplace yang lainnya.
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The growth of technology and also social restriction encourage business to open online store from social both of social media or e-marketplace. The number of sellers who are satisfied with the system provided by the e-marketplace will increase public confidence in the e-marketplace. In this study, seller satisfaction analysis was conducted on e-marketplace by using importance performance analysis method to find out the level of seller satisfaction in Indonesia’s e-marketplaces. In addition, positioning analysis is also conducted to determine the positioning of e-marketplaces in accordance with the seller's perception of satisfaction with the features provided using biplot method. E-marketplace to be analyzed in this study is a e-marketplace most used in Indonesia including Tokopedia, Shopee, and Bukalapak. Based on importance performance analysis, this research shows that the satisfaction variables that must be improved by Tokopedia are variables tangibles, reliability, and responsiveness,Shopee must mainten their performane to keep seller’s satisfaction, and Bukalapak must improved their performance from variable tangibles, reliability, responsiveness, and emphaty. This study also shows that Tokopedia, Shopee, and Bukalapak have own characteristics in seller’s mind. However, Shopee more better than others e-marketplace.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Biplot, E-marketplace, Importance Performance Analysis, Positioning, Seller.
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Vocational > 49501-Business Statistics
Depositing User:	Farah Dibah
Date Deposited:	15 Aug 2021 04:13
Last Modified:	15 Aug 2021 04:13
URI:	http://repository.its.ac.id/id/eprint/86738

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