Pengembangan Model Webqual 4.0 Pada Layanan Online Store Untuk Meningkatkan Kepuasan Pelanggan

Kurniaji, Garis Narendra (2022) Pengembangan Model Webqual 4.0 Pada Layanan Online Store Untuk Meningkatkan Kepuasan Pelanggan. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Konteks: Toko Online XYZ adalah salah satu platform online store terbesar di Indonesia yang menyediakan sarana platform bisnis C2C (Customer to Customer) gratis untuk merchants dan pembelinya. Terjadi sebuah penurunan jumlah pengguna aktif yang signifikan dari Toko Online XYZ setelah adanya insiden keamanan data pengguna.
Permasalahan: Masalah yang dialami oleh Toko Online XYZ adalah terjadi kebocoran data yang menyebabkan menurunnya kepuasan pengguna terhadap aplikasi online store Toko Online XYZ dan model Webqual 4.0 sebagai model analisa kualitas sebuah aplikasi website hanya mempunyai 3 faktor berpengaruh pada kepuasan pengguna yaitu Usability Quality, Information Quality dan Service Quality.
Tujuan: Dari permasalahan Toko Online XYZ dilakukan pengembangan model WebQual 4.0 dengan menambahkan variabel kualitas keamanan aplikasi untuk selain 3 faktor berpengaruh utama dalam model WebQual 4.0 yaitu Usability Quality, Information Quality dan Service Quality untuk menganalisa faktor yang mempengaruhi dalam peningkatan kepuasan pengguna (User Satisfaction) dan menghasilkan rekomendasi untuk meningkatkan kepuasan pengguna.
Metode: Dilakukan studi literatur dan pengembangan metode WebQual 4.0 yang berfokus pada 4 variabel yaitu Usability Quality, Information Quality, Service Quality dan Security Quality Survey responden dilakukan dengan tingkat presisi 5% sampel sebanyak 396 responden pengguna aktif TokoOnline XYZ dipakai sebagai bahan dasar analisa.
Hasil: Penelitian ini menunjukkan kualitas informasi, kualitas layanan dan kualitas kegunaan berpengaruh signifikan terhadap kepuasan pengguna pada platform online store dan mengakui bahwa faktor keamanan juga berpengaruh terhadap kepuasan pengguna namun tidak signifikan. Semakin tinggi kualitas informasi, kualitas layanan, kualitas kegunaan maka semakin tinggi juga kepuasan pengguna. Rekomendasi dari hasil analisa hipotesis yang dihasilkan menitik-beratkan pada pengembangan personil dari pengembang layanan online store demi meningkatkan kepuasan pengguna.
Nilai Tambah: Hasil penelitian memberikan nilai tambah praktisi maupun peneliti dalam memahami kepuasan pengguna dalam layanan Online Store serta rekomendasi pengembang platform online store untuk menitik-beratkan pada pengembangan skill personil agar sesuai Key Performance Indicator dari kepuasan pengguna secara keseluruhan yaitu terciptanya sentimen positif dan meningkatnya pengguna pada platform online store.
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Context: XYZ Online Store is one of the largest online store platforms in Indonesia
that provides free C2C (Customer to Customer) business platforms for merchants
and buyers. There has been a significant decrease in the number of active users of
the XYZ Online Store following a user data security incident.
Problems: The problem experienced by the XYZ Online Store is that there is a data
leak that causes a decrease in user satisfaction with the XYZ Online Store's online
store application and the Webqual 4.0 model as a quality analysis model for a
website application that only has 3 factors that affect user satisfaction, namely
Usability Quality, Information Quality and Service Quality.
Objective: From the problem of the XYZ Online Store, a WebQual 4.0 model was
developed by adding application security quality variables to other than the 3 main
influencing factors in the WebQual 4.0 model, namely Usability Quality,
Information Quality and Service Quality to analyze the factors that influence the
increase in user satisfaction (User Satisfaction) and generate recommendations to
improve user satisfaction.
Methods: Literature study and development of the WebQual 4.0 method were
carried out which focused on 4 variables, namely Usability Quality, Information
Quality, Service Quality and Security Quality. The respondent survey was
conducted with a precision level of 5%. A sample of 396 respondents who were
active users of TokoOnline XYZ was used as the basis for the analysis.
Results: This study shows that information quality, service quality and usability
quality have a significant effect on user satisfaction on the online store platform and
recognizes that security factors also affect user satisfaction but are not significant.
The higher the quality of information, quality of service, quality of usability, the
higher the user satisfaction. Recommendations from the results of the analysis of
the resulting hypotheses focus on the development of personnel from online store
service developers in order to increase user satisfaction.
Added Value: The results of the study provide added value for practitioners and
researchers in understanding user satisfaction in Online Store services as well as
recommendations for online store platform developers to focus on developing
personnel skills to match the Key Performance Indicators of overall user
satisfaction, namely creating positive sentiment and increasing users on the online
store platform.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Online Store; WebQual 4.0; User Satisfaction;
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User:	Garis Narendra Kurniaji
Date Deposited:	10 Feb 2022 07:42
Last Modified:	01 Nov 2022 00:51
URI:	http://repository.its.ac.id/id/eprint/93641

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