Analisis Kualitas Layanan Website Sociolla Terhadap Kepuasan Pelanggan Dengan Metode WebQual 4.0 dan Importance Performance Analysis (IPA)

Analysis Of Sociolla Website Service Quality On Customer Satisfaction With The WebQual 4.0 And Importance Performance Analysis (IPA) Method

Keberadaan e-commerce di Indonesia sangat berkembang pesat menjadikan banyak website jual-beli baru yang bermunculan. Sociolla merupakan salah satu perusahaan e-commerce di bidang produk-produk make up dan kecantikan terbesar di Indonesia. Agar perusahaan Sociolla dapat siap bersaing dengan website sejenis lainnya, maka perlu dilakukan analisis terhadap kualitas website. Kualitas sebuah website dapat dilihat dengan menganalisa menggunakan metode WebQual 4.0 yang kemudian dinilai menggunakan metode Importance Performance Analysis (IPA). Data-data di peroleh dari penyebaran kuesioner dengan 3 variabel WebQual 4.0 berdasarkan tingkat kinerja dan tingkat harapan pengguna terhadap 100 sampel yang telah ditentukan melalui perhitungan rumus Slovin. Data yang didapatkan kemudian dinilai menggunakan metode Importance Performance Analysis (IPA) yang menghasilkan rekomendasi-rekomendasi tindakan terhadap website bagi pihak perusahaan dalam rangka meningkatkan serta mempertahankan kualitas website Sociolla. Hasil analisis yang diperoleh menunjukkan bahwa kualitas website Sociolla telah sesuai dengan harapan pengguna, dengan nilai kesesuaian sebesar 101,16%, rata-rata nilai analisis kesenjangan sebesar 0,05 dan terdapat 11 indikator berada pada kuadran II yang perlu dipertahankan kualitasnya agar tetap memenuhi kepuasan pengguna.

The existence of e-commerce in Indonesia is very rapidly growing making many new buying and selling websites that have sprung up. Sociolla is one of the largest e-commerce companies in the field of makeup and beauty products in Indonesia. In order for Sociolla company to be ready to compete with other similar websites, it is necessary to analyze the quality of the website. The quality of a website can be seen by analyzing using the WebQual 4.0 method which is then assessed using the Importance Performance Analysis (IPA) method. The data was obtained from the dissemination of questionnaires with 3 WebQual 4.0 variables based on performance levels and user expectation levels against 100 samples that have been determined through the calculation of the Slovin formula. The data obtained is then assessed using the Importance Performance Analysis (IPA) method that produces recommendations for action on the website for the company in order to improve and maintain the quality of sociolla websites. The results of the analysis obtained showed that the quality of Sociolla's website was in line with user expectations, with a conformity value of 101.16%, an average gap analysis value of 0.05 and there were 11 indicators in quadrant II that needed to be maintained in quality in order to still meet user satisfaction.