Evaluasi Rendahnya Conversion Rate Melalui Analisis User Experience (Studi Kasus: Situs Web Telkomsel Myenterprise)

Aji, Cahya Perbawa (2022) Evaluasi Rendahnya Conversion Rate Melalui Analisis User Experience (Studi Kasus: Situs Web Telkomsel Myenterprise). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Telkomsel MyEnterprise (ME) merupakan sebuah situs web yang menjadi channel pembelian digital bagi pelanggan korporat Telkomsel untuk melakukan journey pre-sales, on-sales, dan after sales secara mandiri (self-service). Saat ini ME menghadapi kendala dimana meningkatnya jumlah visitor tidak diikuti dengan peningkatan jumlah transaksi dan nilai revenue. Berbagai strategi marketing dan advertising telah dilakukan untuk mengatasi permasalahan ini namun belum menemukan jawaban. Penelitian sebelumnya menunjukkan bahwa User Experience (UX) yang baik bagi end user dapat meningkatkan kemungkinan Conversion Rate (CR) di seluruh produk. User Experience Questionnaire (UEQ) akan digunakan sebagai metode dalam penelitian ini untuk melihat apakah pengalaman pengguna produk tersebut cukup tinggi untuk memenuhi harapan umum pengguna. Sesuai dengan UEQ, kuesioner dirancang menggunakan skala likert 7 poin dimana skor - 3 mewakili 'Sangat Tidak Setuju' sedangkan skor 3 mewakili 'Sangat Setuju'. Dari hasil perbandingan benchmark terhadap interactive digital platform lain yang telah melalui pengujian UEQ pada penelitian sebelumnya, didapatkan hanya faktor Kebaruan yang berada pada tingkat Baik dan sisanya hanya berapa pada tingkat di atas rata rata. Lebih lanjut, faktor demografi yang mempengaruhi skala penerimaan UEQ partisipan hanya usia. Tidak ada perbedaan signifikan terhadap perbedaan jenis kelamin dan jabatan dalam perusahaan. ============================================================================================================================== Telkomsel MyEnterprise (ME) is a website that becomes a digital purchasing channel for Telkomsel's corporate customers to make their own pre- sales, on-sales, and after-sales journeys (self-service). Currently ME is facing a problem where the increasing number of visitors is not followed by an increase in the number of transactions and the value of revenue. Various marketing and advertising strategies have been carried out to overcome this problem but have not found an answer. Previous research has shown that a good User Experience (UX) for end users can increase the likelihood of Conversion Rate (CR) across products. The User Experience Questionnaire (UEQ) will be used as a method in this research to see if the user experience of the product is high enough to meet the general expectations of users. In accordance with the UEQ, the questionnaire was designed using a 7-point Likert scale where a score of -3 represents 'Strongly Disagree' while a score of 3 represents 'Strongly Agree'. From the comparison results of benchmarks against other interactive digital platforms that have gone through UEQ testing in previous studies, it is found that only the Novelty factor is at the Good level and the rest is only at the above average level. Furthermore, the only demographic factor affecting the participants' UEQ acceptance scale was age. There is no significant difference between gender and position in the company. conversion rate, customer

Item Type:	Thesis (Masters)
Additional Information:	RTMT 658.834 2 Aji e-1 2022
Uncontrolled Keywords:	profiling, Telkomsel MyEnterprise, UEQ, user experience. conversion rate, customer profiling, Telkomsel MyEnterprise, user experience, UEQ.
Subjects:	T Technology > T Technology (General)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Mr. Marsudiyana -
Date Deposited:	08 Jul 2026 07:11
Last Modified:	08 Jul 2026 07:11
URI:	http://repository.its.ac.id/id/eprint/134528

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