RANCANGAN PERBAIKAN KUALITAS WEBSITE ECOMMERCE TERBESAR DI INDONESIA MENGGUNAKAN METODE WEBQUAL 4.0 & E-RECS-QUAL

SHADRINA, AMALINA (2020) RANCANGAN PERBAIKAN KUALITAS WEBSITE ECOMMERCE TERBESAR DI INDONESIA MENGGUNAKAN METODE WEBQUAL 4.0 & E-RECS-QUAL. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Indonesia is the largest e-commerce market in Southeast Asia contributing to fifty percent of all transactions in the region. In the midst of the rapid growth of e�commerce, there are many complaints that need to be addressed in e-commerce such as unacceptable goods received, unilateral cancellations, slow refund systems, and less responsive customer service. This study was conducted to analyze the quality of e-commerce websites, find out which items need improvement, and make improvement design e-commerce websites. This study uses the Importance Performance Analysis approach based on Webqual 4.0 method consisting of 5 dimensions with 22 attributes and also E-RecS-Qual method consisting of 3 dimensions with 11 attributes. This study used the survey results from 103 respondents who regularly use the e-commerce website Shopee and Tokopedia. The results of the questionnaire through the validity and reliability tests were used to analyze the reliability of items and the feasibility of the results of the questionnaire. The findings show that 8 attributes influence customer satisfaction. However, the findings are still nowhere near the expectations. Thus, it requires being the focus of improvement. Improvements in design of 8 attributes in the form of House of Quality with 7 technical features needed to improve the quality of e-commerce website Tokopedia.com. Therefore, effective management strategies can be applied to overcome the intense competition in the e-commerce industry. Keywords: Website quality, Webqual 4.0, E-RecS-Qual, E-commerce, HOQ, Customer satisfaction Indonesia merupakan pasar e-commerce terbesar di Asia Tenggara dengan kontribusi hingga lima puluh persen dari seluruh transaksi di wilayah ini. Ditengah berkembangnya e-commerce yang semakin pesat, terdapat banyak keluhan yang harus diperbaiki pada e-commerce seperti barang yang diterima tidak sesuai dengan pesanan, pembatalan pesanan secara sepihak, sistem refund yang sangat lamban, serta customer service yang kurang tanggap. Penelitian ini bertujuan untuk menganalisis kualitas website e-commerce, mengetahui atribut mana saja yang membutuhkan perbaikan serta melakukan rancangan perbaikan pada website e-commerce. Penelitian ini menggunakan pendekatan Importance Performance Analysis berdasarkan metode Webqual 4.0 yang terdiri dari 5 dimensi dengan 22 atribut dan juga metode E-Recovery Website Quality yang terdiri dari 3 dimensi dengan 11 atribut. Penelitian ini menggunakan data dari 103 responden yang menggunakan website e-commerce Shopee dan Tokopedia. Hasil kuesioner melalui uji validitas dan uji reliabilitas yang digunakan untuk menganalisis keandalan item dan layak atau tidaknya hasil kuesioner. Temuan menunjukkan terdapat 8 atribut yang berpengaruh pada kepuasan pelanggan akan tetapi masih jauh dari ekpektasi, sehingga perlu dijadikan fokus perbaikan. Rancangan perbaikan kualitas website e-commerce Tokopedia digambarkan melalui House Of Quality (HOQ) dengan 7 karakteristik teknik yang diperlukan untuk perbaikan kualitas website e-commerce, sehingga dapat dilakukan strategi manajemen pemasaran yang efektif untuk mengatasi ketatnya persaingan di industri E-commerce. Kata Kunci: Website quality, Webqual 4.0, E-RecS-Qual, E-commerce, HOQ, Customer satisfaction

Item Type: Thesis (S2)
Call Number CD: CD/553. 20 001
Call Number: TI/53/21/033
NIM/NIDN Creators: 55318110046
Uncontrolled Keywords: Website quality, Webqual 4.0, E-RecS-Qual, E-commerce, HOQ, Customer satisfaction
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.752 Blogs/Blog, Web Blog
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 380.1-380.9 Standard Subdivisions of Commerce, Communications, Transportation/Subdivisi Standar Dari Perdagangan, Komunikasi, Transportasi > 380.1 Commerce (Trade)/Perdagangan
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.5 Interregional Commerce/Perdagangan dalam Negeri
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 702 Miscellany of Fine and Decorative Art/Aneka Ragam tentang Kesenian, Aneka Ragam tentang Karya Seni > 702.8 Techniques, Precedures, Apparatus, Equipment, Materials/Teknik, Prosedur, Perlengkapan, Peralatan, Bahan > 702.88 Maintenance and Repair/Perawatan dan Perbaikan
Divisions: Pascasarjana > Magister Teknik Industri
Depositing User: Rifky Anan Kurniawan
Date Deposited: 22 Dec 2021 07:54
Last Modified: 18 Apr 2022 03:30
URI: http://repository.mercubuana.ac.id/id/eprint/50618

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