NANCY, MARICA (2021) ANALISIS KEPUASAN PELANGGAN DAN USULAN PENINGKATAN KUALITAS PELAYANAN TERHADAPOFFICIAL STORE EMINA COSMETICS DI SHOPEE DENGAN METODE E-SERVICE QUALITY DAN QUALITY FUNCTION DEPLOYMENT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Customer satisfaction is important for every company. Customer satisfaction is important to be considered by the company because the customer satisfaction will describe the company's ability to comply customer’s expectations both for product quality and service quality. Currently, many business sectors are starting to develop their marketing business through digital platforms such as e-commerce platform Shopee. Emina Cosmetics is one of Indonesia's local cosmetic brands which has also provided an opportunity for consumers to make online purchase transactions through Shopee. The purpose of this research is to determine the level of customer satisfaction with the quality of service provided by Emina Official Store at Shopee and to determine what factors that are need to be improved and what efforts can be made to improve the quality of the service by using the E-Service Quality and Quality Function Deployment methods. From the analysis with e-service quality, it is found that there are 6 quality indicators that are the main priority for improvement. Furthermore, the six indicators are analyzed using the QFD method to determine what improvement efforts can be made and how the priority level is based on the company's needs. Keywords: customer satisfaction, service quality, e-commerce Shopee, e-service quality,importance performance analysis, quality function deployment Kepuasan pelanggan merupakan hal yang penting bagi setiap pelaku usaha. Kepuasan pelanggan penting untuk diperhatikan oleh perusahaan karena dari kepuasan pelanggan tersebut akan menggambarkan kemampuan perusahaan dalam memenuhi harapan pelanggan baik terhadap kualitas produk maupun kualitas pelayanan. Saat ini banyak para pelaku usaha yang mulai mengembangkan usahanya melalui pemasaran melalui platform digital salah satunya adalah Shopee. Emina Cosmetics merupakan salah satu brand kosmetik lokal Indonesia yang juga telah menyediakan kesempatan bagi konsumen untuk melakukan transaksi pembelian secara online yaitu melalui e-commerce Shopee. Tujuan dari penelitian adalah untuk mengetahui tingkat kepuasan pelanggan terhadap kualitas pelayanan yang diberikan oleh official store Emina di Shopee serta untuk menentukan faktor apa saja yang perlu diperbaiki dan upaya apa yang bisa dilakukan untuk meningkatkan kualitas pelayanan tersebut dengan menggunakan metode E-Service Quality dan Quality Function Deployment. Dari analisis dengan e-service quality diperoleh hasil bahwa terdapat 6 indikator kualitas yang menjadi prioritas utama untuk dilakukan perbaikan. Selanjutnya keenam indikator tersebut dianalisis dengan metode QFD untuk menentukan upaya perbaikan apa yang bisa dilakukan dan bagaimana tingkat prioritasnya berdasarkan kebutuhan perusahaan. Kata kunci : kepuasan pelanggan,, kualitas pelayanan, e-commerce Shopee, e- service quality, importance performance analysis, quality function deployment
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 41617110028 |
| Uncontrolled Keywords: | kepuasan pelanggan,, kualitas pelayanan, e-commerce Shopee, e- service quality, importance performance analysis, quality function deployment |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 322 Relation of The State of Organized Groups/Hubungan Negara dengan Kelompok Sosial yang Terorganisir > 322.3 Business and Industry/Bisnis dan Industri 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 338 Production, Industrial Economics/Produksi, Ekonomi Industri > 338.4 Secondary Industries and Services/Industri dan Jasa Sekunder |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 14 Sep 2023 02:33 |
| Last Modified: | 14 Sep 2023 02:33 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80801 |
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