Analisis Pengaruh Kualitas Pelayanan terhadap Kepuasan Konsumen dengan Menggunakan Metode Service Quality (SERVQUAL) pada Aplikasi Shopee

Abstract

As time goes by, advances in information technology play an important role in people's lives, especially in the use of the internet. The existence of the internet makes people's lives easier in terms of doing business, one of which is the activity of buying and selling goods and services onlineonline. Businessonline which is growing rapidly until now ise-commerce.One of the applications most frequently visited by people from the past until now is Shopee. Shopee is a based applicationonline which makes it easier for people to shop and get the products they want at affordable prices without being limited by distance and time.According to SimilarWeb data, Shopee experienced a decline at the beginning of 2023. In February 2023 Shopee only received 143.6 million visits from 191.6 million visits in December 2022. A percentage decrease of 25% from the achievement at the end of last year. Therefore, Shopee experienced a decline for two consecutive months. Due to successive declines, Shopee and sellers need to pay attention to maintaining customer trust, one of which is Shopee's service quality.Service quality is an effort to fulfill consumer needs and desires as well as the accuracy of delivery in keeping with consumer expectations. The determining factors for service quality are; tangible (tangible), empathy (empahty), reliability (reliability), responsiveness (responsiveness), and guarantees (assurance). If several of these service quality factors do not match customer expectations, it could result in losing customers on the Shopee application. This research discusses the influence of service quality on consumer satisfaction using methodsservice quality (SERVQUAL) on the Shopee application. The aim of this research is to determine the influence of each dimension of service quality on consumer satisfaction. Based on the research results, dimensions were obtained tangible, reliability, dan responsiveness significant influence and dimensionsassurance, andempathy does not have a significant effect on consumer satisfaction. Consumer satisfaction can be explained from dimensionstangible, reliability, responsiveness, assurance, andempathy only 37%.