Analisis Kepuasan Pengguna Live Shopping Aplikasi Shopee Menggunakan Metode End User Computing Satisfaction (EUCS) dan Performance, Information, Economic, Control, Efficiency, and Service (PIECES)

Analysis of User Satisfaction Live Shopping of the Shopee Application Using End User Computing Satisfaction (EUCS) and Performance, Information, Economic, Control, Efficiency, and Service (PIECES) Methods 

Penelitian ini bertujuan untuk mengetahui kepuasan pengguna live shopping Aplikasi Shopee. Penelitian dilakukan kepada para pengguna live shopping Aplikasi Shopee dari seluruh Indonesia yang setidaknya pernah melakukan pemesanan minimal satu kali. Metode penelitian yang digunakan adalah metode kuantitatif dengan data yang digunakan adalah data primer dan sekunder. Data primer diperoleh dari kuesioner (angket) yang disebarkan kepada 385 responden, sedangkan data sekunder diperoleh dari beberapa referensi, grafik, maupun informasi terkait data penelitian seperti penggunaan belanja secara online, pengguna live shopping Aplikasi Shopee, serta produk yang paling banyak dibeli. Metode pengambilan sampel yang digunakan adalah non-probability dengan penentuan sampel yang digunakan adalah teknik purposive sampling. Adapun analisis yang digunakan adalah regresi linier berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa masing - masing variabel yakni isi (content), ketepatan (accuracy), bentuk (format), kemudahan penggunaan (ease of use), ketepatan waktu (timeliness), keandalan (performance), informasi (information), nilai ekonomis (economic), pengendalian (control), efisiensi (efficiency), dan pelayanan (service) memberikan nilai interpretasi sangat puas dengan nilai tertinggi didapatkan oleh pelayanan (service) sebesar 90,42%, sedangkan nilai terendah didapatkan oleh ketepatan waktu (timeliness) sebesar 78,31%. Secara simultan seluruh variabel independen tersebut memberikan pengaruh terhadap kepuasan pengguna (user satisfaction). Kemudian, apabila secara parsial variabel isi (content), ketepatan (accuracy), bentuk (format), kemudahan penggunaan (ease of use), keandalan (performance), informasi (information), nilai ekonomis (economic), pengendalian (control), dan pelayanan (service) memberikan pengaruh terhadap kepuasan pengguna (user satisfaction) live shopping Aplikasi Shopee, dengan semua variabel tersebut menunjukkan tanda (arah) positif kecuali variabel nilai ekonomis (economic) yang menunjukkan tanda (arah) negatif. Sedangkan, untuk variabel ketepatan waktu (timeliness) dan efisiensi (efficiency) tidak memberikan pengaruh terhadap kepuasan pengguna (user satisfaction) live shopping Aplikasi Shopee.

Kata Kunci: Kepuasan Pengguna, Live Shopping Aplikasi Shopee, EUCS, PIECES.

This study aims to determine the satisfaction of live shopping users of the Shopee application. The research was conducted on live shopping users of the Shopee application from all over Indonesia who had made an order at least once. The research method used is quantitative method with the data used are primary and secondary data. Primary data was obtained from a questionnaire distributed to 385 respondents, while secondary data was obtained from several references, graphs, as well as information related to research data such as online shopping use, live shopping users of the Shopee application, and the most purchased products. The sampling method used is non-probability with purposive sampling technique. The analysis used is multiple linear regression with the help of the SPSS program. The results showed that each variable namely content, accuracy, format, ease of use, timeliness, performance, information, economic, control, efficiency, and service gives a very satisfied interpretation value with the highest value obtained by the service of 90.42%, while the lowest value obtained by the timeliness variable is 78.31%. Simultaneously all these independent variables have an influence on user satisfaction. Then, if partially the variable content, accuracy, format, ease of use, performance, information, economic, control, and service has an influence on user satisfaction live shopping of the Shopee Application, with all these variables showing a positive (direction) sign except for the economic value variable which shows a negative (direction) sign. Meanwhile, the timeliness and efficiency variables do not have an effect on user satisfaction live shopping of the Shopee Application.

Keywords: User Satisfaction, Live Shopping of the Shopee Application, EUCS, PIECES.