Analysis of Customer Satisfaction Level on E-commerce in DKI Jakarta

Abstract

Bukalapak as one of the largest e-commerce in Indonesia has the least number of visits compared to similar companies, even though the higher the number of visits, the greater the potential for transactions. This research aims to determine the level of customer satisfaction and can evaluate and optimize the services that Bukalapak has provided to customers. This research uses webqual dimensions consisting of usability, information quality and interaction. This research uses the research methods of Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA) and Gap Analysis (GA). The sampling technique used was purposive sampling by distributing online questionnaires to 106 respondents. Based on CSI, Bukalapak customer satisfaction is in the very satisfied category, based on IPA there are four attributes that need to be improved, four attributes that need to be maintained and seven attributes need to be reduced in priority, based on GA there is one attribute that has a large enough Gap, namely security of personal data. Based on the results of this study, Bukalapak can prioritize improvements to the attributes of personal data security.