Meningkatkan Kepuasan Pelanggan Pada Dua Bisnis E-Commerce Terbesar di Indonesia Dengan Menggunakan Analisis Servqual dan IPA

Fuji Rahayu Wilujeng, Glisina Dwinoor Rembulan, Dicky Andreas, Hendy Tannady

Abstract


Kualitas layanan merupakan hal yang sangat penting karena merupakan cara yang efektif untuk unggul dari perusahaan pesaing, dan juga memenuhi kepuasan pelanggan. Pelanggan yang merasa puas akan menjadi percaya pada suatu perusahaan dan terus-menerus bertransaksi di e-commerce tersebut. Penelitian ini menggunakan metode Servqual untuk mengetahui kesenjangan antara harapan pelanggan dan kepuasan yang dirasakan. Penelitian ini juga menggunakan metode Importance and Performance Analysis (IPA) untuk mengetahui kategori dari setiap atribut. Sehingga, dapat diketahui atribut apa yang harus ditingkatkan untuk meningkatkan kepuasan pelanggan. Melalui analisis Servqual didapatkan nilai kesenjangan antara harapan dan kepuasan pelanggan dari setiap atribut. Melalui analisis IPA, diketahui Tokopedia memiliki enam atribut sedangkan Bukalapak memiliki dua atribut pelayanan yang perlu mendapat perhatian dan penanganan dari manajemen.

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