EVALUASI KUALITAS WEBSITE TOKOPEDIA MENGGUNAKAN METODE WEBQUAL 4.0 DAN IMPORTANCE PERFORMANCE ANALYSIS (IPA)

EVALUATION OF TOKOPEDIA WEBSITE QUALITY USING WEBQUAL 4.0 AND IMPORTANCE PERFORMANCE ANALYSIS (IPA) METHODS

Sebelum melakukan transaksi pembelian, pelanggan biasanya melakukan perbandingan harga atau melihat-lihat produk, selain pada aplikasi terkadang para pelanggan melakukan hal ini melalui website e-commerce. Berdasarkan data “Report: Peta Persaingan E-commerce Q3 2021” yang dilakukan oleh iPrice. Tokopedia mendapatkan peringkat pertama dengan jumlah pengunjung website yaitu 158 Juta perbulan. Untuk mempertahankan peringkat yang ada, penulis ingin meneliti lebih lanjut dan membuat rekomendasi desain website Tokopedia sesuai dengan hasil penelitian berdasarkan Metode Webqual 4.0 dan Importance Performance Analysis (IPA). Berdasarkan Metode Webqual 4.0 didapatkan hasil valid dan reliabel terhadap kuesioner yang telah disebarkan. Kemudian dilanjutkan dengan Metode Importance Performance Analysis (IPA). Pertama yaitu Analisa kesesuaian dengan hasil data total yaitu 91,9 %. Hasil ini termasuk < 100% ini berarti Website Tokopedia masih belum sesuai dengan kepentingan pengguna/ pelanggan. Kedua yaitu Analisa Kesenjangan didapatkan hasil Usability -0,26, Information Quality -0,28, Service Interaction Quality -0,53 berikut nilai GAP dinyatakan Negatif ini berarti kinerja website belum sesuai dengan kepentingan pengguna/ pelanggan. Ketiga yaitu Analisa Kuadran IPA yang memberikan hasil Kuadran 1 dengan instrumen nomer 1, 2, 3, 4, 5, 6, 7, 8 yang semua merupakan bagian dari Usability dan Kuadran 3 dengan instrumen nomer 21 yaitu S6 yang termasuk bagian Service Interaction Quality (Menyampaikan rasa bermasyarakat/ sosial) sehingga berdasarkan hasil kuadran IPA yang didapatkan, Website Tokopedia perlu dilakukan perbaikan agar bisa meningkatkan Evaluasi Kualitas Website Tokopedia menjadi lebih baik dan sesuai dengan kepentingan pengguna/ pelanggan. Kesimpulannya penulis memberikan rekomendasi desain berdasarkan kuadran 1 dan 3.

Before making a purchase transaction, customers usually do price comparisons or browse products, apart from the application, sometimes customers do this through e-commerce websites. Based on the data “Report: E-commerce Competition Map Q3 2021” conducted by iPrice. Tokopedia is ranked first with the number of website visitors, which is 158 million per month. To maintain the existing ranking, the author wants to do further research and make recommendations on the design of the Tokopedia website in accordance with the results of the research based on the Webqual 4.0 Method and Importance Performance Analysis (IPA). Based on the Webqual 4.0 method, valid and reliable results were obtained for the questionnaires that had been distributed. Then proceed with the Importance Performance Analysis (IPA) method. The first is the analysis of conformity with the total data results, namely 91.9%. This result includes < 100% this means that the Tokopedia website is still not in accordance with the interests of users/customers. The second is the Gap Analysis, the results are Usability -0.26, Information Quality -0.28, Service Interaction Quality -0.53 and the GAP value is declared negative, this means that the performance of the website is not in accordance with the interests of users/customers. The third is the IPA Quadrant Analysis which gives Quadrant 1 results with instruments number 1, 2, 3, 4, 5, 6, 7, 8 which are all part of Usability and Quadrant 3 with instrument number 21, namely S6 which is part of Service Interaction Quality ( conveying a sense of community/social) so that based on the results of the IPA quadrant obtained, the Tokopedia website needs to be improved so that it can improve the Tokopedia Website Quality Evaluation to be better and in accordance with the interests of users/customers. In conclusion, the authors provide design recommendations based on quadrants 1 and 3.