Pengaruh E-service Quality Terhadap Customer Satisfaction Aplikasi Shopee

Adiza Alya Amira, Syahputra Syahputra

Abstract

Abstrak
Kemajuan teknologi yang semakin berkembang pesat khususnya internet mempengaruhi
berbagai aspek dalam kehidupan masyarakat di Indonesia. Peningkatan pengguna internet yang cukup
pesat memberikan pengaruh pada pertumbuhan pada bidang bisnis yaitu bisnis online atau dikenal
dengan sebutan e-commerce. Salah satu e-commerce terpopuler di Indonesia adalah Shopee.
Berdasarkan hasil observasi didapatkan didapatkan permasalahan – permasalahan yang berkaitan
dengan e-service quality yang diasumsikan dapat mempengaruhi customer satisfaction pengguna
aplikasi Shopee. Tujuan dalam penelitian ini adalah mengetahui tanggapan dan pengaruh dari e-service
quality terhadap customer satisfaction aplikasi Shopee.
Dalam penelitian ini untuk mencapai tujuan penelitian menggunakan teori e-service quality
dari Tjiptono dan Chandra (2016) dan customer satisfaction dari Tjiptono (2014) dengan masing –
masing dimensinya diukur dengan 20 item indikator pernyataan dan dianalisis menggunakan teknik
analisis regresi linier sederhana.
Penelitian ini menggunakan metode deskriptif dengan pendekatan kuantitatif. Teknik
pengumpulan data menggunakan kuesioner dengan 16 indikator pernyataan pada variabel e-service
quality dan 4 indikator pernyataan pada variabel customer satisfaction menggunakan skala likert dan
data sekunder yang berasal dari buku, jurnal, hasil penelitian, artikel internet yang relevan dengan
penelitian ini.
Berdasarkan hasil analisis deskriptif, variabel e-service quality berada pada kategori baik
dengan persentase 75,7% dan variabel customer satisfaction berada pada kategori baik dengan
persentase 73%. Berdasarkan hasil pengolahan data didapatkan bahwa e-service quality berpengaruh
terhadap customer satisfaction dengan memberikan pengaruh sebesar 77,6%. Berdasarkan hasil
tersebut, perusahaan Shopee dapat lebih memperhatikan dan melakukan evaluasi berdasarkan
permasalahan aplikasi Shopee sehingga apabila semakin baik e-service quality akan meningkatkan
customer satisfaction pada aplikasi Shopee.
Kata kunci: E-Commerce, E-Service Quality, Customer Satisfaction
Abstract
Advances in technology that are growing rapidly, especially the internet affect various aspects
of people's lives in Indonesia. The rapid increase in internet users has had an effect on growth in the
business sector, which is online business, also known as e-commerce. One of the most popular ecommerce sites in Indonesia is Shopee. Based on observations, it is found that problems related to eservice quality are assumed to affect customer satisfaction of Shopee application users. The purpose of
this study was to determine the responses and effects of e-service quality on Shopee application
customer satisfaction.
In this study to achieve the research objectives using e-service quality theory from Tjiptono
and Chandra (2016) and customer satisfaction from Tjiptono (2014) with each dimension measured by
20 statement indicator items and analyzed using simple linear regression analysis techniques.
This research uses a descriptive method with a quantitative approach. Data collection
techniques using questionnaires with 16 statement indicators on e-service quality variables and 4
statement indicators on customer satisfaction variables using a Likert scale and secondary data derived
from books, journals, research results, internet articles that are relevant to this study.
Based on the results of descriptive analysis, the e-service quality variable is in the good
category with a percentage of 75.7% and the customer satisfaction variable is in the good category with
a percentage of 73%. Based on the results of data processing found that e-service quality affects
customer satisfaction by giving an effect of 77.6%. Based on these results, Shopee companies can pay more attention and evaluate based on Shopee application problems so that if better e-service quality
will increase customer satisfaction in the Shopee application.
Keywords: E-Commerce, E-Service Quality, Customer Satisfaction.

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