AYU RANURAISA, COKRO (2024) ANALISIS INDEKS KEPUASAN BELANJA ONLINE PADA SITUS MARKETPLACE LAZADA BERDASARKAN DIMENSI ELECTRONIC RETAIL QUALITY (E-TAILQ). S1 thesis, Fakultas Teknik Universitas Sultan Ageng Tirtayasa.
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Abstract
Lazada Indonesia is a digital-based company that operates in the online shopping or retail e-commerce. In developing business, Lazada needs to focus on the service quality in order to provide customer satisfaction and compete in the competitive of the marketplace area. However based on a survey, Lazada experienced a significant decline in 2019 by 44%, as well as a decline in performance in 2021. After observations, customer dissatisfaction complaints were found regarding the quality of service provided by the Lazada marketplace. Problems that are often reported include delivery, customer service, payment, and application systems. Dissatisfaction means that the quality of service provided is not good enough to satisfy customers, a analysis needs to be carried out to identify the main priority attributes of the Lazada marketplace application. This research uses the E-Tail Quality dimension, with attribute mapping based on IPA and the Kano model. The IPA method is used to analyze attributes based on the level of importance and performance, while Kano is used to categorize attributes based on how well the attributes are able to satisfy customers. The 5W+1H analysis is used as a proposed improvement for each root problem. The research results obtained 5 priority improvement attributes, namely attribute 15 (Delivery time as expected with the selected expedition service), attribute 22 (Customer service has a fast response in online chat), attribute 9 (Offers promotional prices and free shipping ), attribute 13 (The application system runs well (not crash or error)), and attribute 24 (Lazada approves to return requests quickly).
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Lazada Indonesia merupakan perusahaan berbasis digital yang bergerak di bidang jual beli online atau retail e-commerce. Pada pengembangan bisnisnya, Lazada perlu memperhatikan kualitas pelayanannya agar mampu memuaskan pelanggan serta bersaing pada persaingan kompetitif di dunia marketplace. Berdasarkan survei yang dilakukan aplikasi marketplace Lazada mengalami penurunan pengguna yang signifikan di tahun 2019 sebesar 44%, serta penurunan performansi di tahun 2021. Setalah dilakukan observasi, ditemukan keluhan ketidakpuasan pelanggan terhadap kualitas pelayanan yang diberikan marketplace Lazada. Masalah yang sering diadukan, antara lain terkait pengiriman, customer service, pembayaran, serta sistem aplikasi. Adanya ketidakpuasan artinya kualitas pelayanan yang diberikan belum cukup baik untuk memuaskan pelanggannya sehingga perlu dilakukan analisa menyeluruh untuk mengidentifikasi atribut prioritas utama pada aplikasi marketplace Lazada. Penelitian ini menggunakan dimensi E-Tail Quality, dengan pemetaan atribut berdasarkan IPA dan model Kano. Metode IPA dilakukan untuk analisis atribut berdasarkan tingkat kepentingan dan kinerja, sedangkan Kano dilakukan untuk mengkategorikan atribut berdasarkan seberapa baik atribut mampu memuaskan pelanggan. Kemudian digunakan analisis 5W+1H sebagai usulan perbaikan terhadap setiap akar permasalahan. Hasil penelitian memperoleh 5 atribut prioritas perbaikan, yaitu atribut 15 (Waktu pengiriman sesuai yang diharapkan dengan jasa ekspedisi pilihan), atribut 22 (Customer service memiliki respon yang cepat pada online chat), atribut 9 (Menawarkan harga promo dan gratis ongkos kirim), atribut 13 (Sistem aplikasi berjalan dengan baik (tidak mudah crash atau error)), dan atribut 24 (Pihak Lazada melakukan approvement permintaan retur barang dengan cepat). | |||||||||
| Subjects: | T Technology > T Technology (General) | |||||||||
| Divisions: | 03-Fakultas Teknik 03-Fakultas Teknik > 26201-Jurusan Teknik Industri |
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| Depositing User: | Mrs Cokro Ayu Ranuraisa | |||||||||
| Date Deposited: | 05 Jul 2024 14:16 | |||||||||
| Last Modified: | 05 Jul 2024 14:16 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37682 |
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