ANALISIS OPINI KONSUMEN PADA KUALITAS PELAYANAN SELLER DI TOKOPEDIA

MAHESWARI, LALITA (2024) ANALISIS OPINI KONSUMEN PADA KUALITAS PELAYANAN SELLER DI TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Tokopedia is one of the e-commerce that serves the sale of goods and services so that anyone can do business and compete at low cost. In Tokopedia, it provides business opportunities and sells various products at more affordable prices than general stores. To streamline its marketing, Tokopedia collaborates with banking institutions and other companies so that consumers can easily make payments. Tokopedia also collaborates with expedition services in large shipments to facilitate checking the status of shipping goods. The purpose of this study is to find out consumer opinions on the quality of serviceat Tokopedia. The authors use the data with field research through observation, interviews, and documentation. The research method used is a descriptive qualitative method, and the theory used in this study is the theory of Kotler (2012) mentions five dimensions of service quality that must be met, namely: Tangibles, Empathy, Reliability,Responsiveness, Assurance. The results of this research in the Tangibles dimension, namely consumer opinions towards Tokopedia through promotions and prices, which are the main factors that determine Tokopedia customer satisfaction in Indonesia, the Reliability dimension, which is that customers also pay attention to the security and quality aspects of the customer journey offered by the Tokopedia platform, the Responsiveness dimension, which is consumer satisfaction using the Tokopedia application as an online trading platform, is influenced by the ease of access and use of the application, the Assurance dimension, which is other consumer satisfaction such as the usefulness of the application has a beneficial effect on Tokopedia customers, and the Empathy dimension, namely the empathy to maintain user loyalty in promotional media, which can be seen from the presence of attention, seriousness, sympathy, understanding and involvement of interested parties with the service. Keywords: Tokopedia, e-commerce, Opinion, Service Quality, marketing Tokopedia merupakan salah satu e-commerce yang melayani penjualan barang dan jasa sehingga siapa saja dapat berbisnis dan bersaing dengan biaya rendah. Di Tokopedia ini menyediakan peluang bisnis dan menjual berbagai produk dengan harga lebih terjangkau dibanding toko umumnya. Untuk melancarkan pemasarannya, Tokopedia bekerjasama dengan lembaga perbankan dan perusahaan lain agar konsumen mudah melakukan pembayaran. Tokopedia juga bekerjasama dengan jasa ekspedisi dalam pengiriman besar untuk memudahkan pemeriksaan status pengiriman barang. Tujuan penelitian ini adalah untuk mengetahui opini konsumen terhadap kualitas pelayanan di Tokopedia. Penulis menggunakan data dengan penelitian lapangan melalui observasi, wawancara, dan dokumentasi. Metode penelitian yang digunakan adalah metode kualitatif deskriptif, dan teori yang digunakan dalam penelitian ini adalah teori Kotler (2012) menyebutkan lima dimensi kualitas pelayanan jasa yang harus dipenuhi yaitu: Tangibles, Empathy, Reliability, Responsiveness, Assurance. Hasil penelitian ini dalam dimensi Tangibles yaitu opini konsumen terhadap Tokopedia melalui promosi dan harga yang menjadi faktor utama penentu kepuasan pelanggan Tokopedia di Indonesia, dimensi Reliability yaitu pelanggan juga memperhatikan aspek keamanan dan kualitas customer journey yang ditawarkan platform Tokopedia, dimensi Responsiveness yaitu kepuasan konsumen menggunakan aplikasi Tokopedia sebagai platform perdagangan online dipengaruhi oleh kemudahan akses dan penggunaan aplikasi, dimensi Assurance yaitu kepuasan konsumen lainnya seperti kegunaan aplikasi memiliki efek menguntungkan pada loyalitas pelanggan Tokopedia, dan dimensi Empathy yaitu Empati mempertahankan loyalitas pengguna dalam media promosi dapat dilihat dari adanya suatu perhatian, keseriusan, simpatik, pengertian dan keterlibatan pihak-pihak yang berkepentingan dengan pelayanan. Kata Kunci : Tokopedia, e-commerce, Opini, Kualitas Pelayanan, Pemasaran

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 24 197
NIM/NIDN Creators:	44219010078
Uncontrolled Keywords:	Tokopedia, e-commerce, Opini, Kualitas Pelayanan, Pemasaran
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 303 Social Process/Proses Sosial > 303.3 Coordination and Control/Koordinasi dan Kontrol > 303.38 Public Opinion/Opini Publik 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	27 Sep 2024 01:39
Last Modified:	27 Sep 2024 01:39
URI:	http://repository.mercubuana.ac.id/id/eprint/91842

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