E-servqual Analysis on Tokopedia Application (Case Study on Generation Z in DKI Jakarta)
DOI:
https://doi.org/10.21009/ISC-BEAM.013.02Keywords:
E-Service Quality, E-commerce, Generation Z, Zone of Tolerance, Importance Perfomance Analysis, Tangibility, Reliability, Responsiveness, Assurance, Empathy, TokopediaAbstract
E-Servqual or Electronic Service Quality is an important part of an e-commerce that relates to how users assess existing services. This study aims to determine E-Servqual on the Tokopedia Application according to Generation Z in DKI Jakarta. This study uses five dimensions, namely Tangibility, Reliability, Responsiveness, Assurance, and Empathy. Data collection was carried out using a questionnaire method distributed online. The population in this study are users of the Tokopedia application who are included in the Generation Z category in DKI Jakarta. A sample of 130 respondents was obtained according to the research criteria. Instrument tests were carried out using SPSS version 27 software for validity and reliability tests. Data is processed using Descriptive Analysis techniques, Zone of Tolerance, and E-Servqual. The results of this study are that the Tokopedia Application E-Servqual has not met the expectations of Generation Z in DKI Jakarta. Based on the Zone of Tolerance analysis, it is found that E-Servqual on all attributes can no longer be tolerated by users. Based on the E-Servqual Gap analysis, all attributes have a minus gap with the Empathy, Responsiveness, and Assurance dimensions occupying the highest average gap in order and needing immediate improvement.
References
Ahdiat, A. (2024). 5 E-Commerce dengan Pengunjung Terbanyak Sepanjang 2023. Diakses pada 10 Januari 2024 dari https://databoks.katadata.co.id/datapublish/2024/01/10/5-e-commerce-dengan-pengunjung-terbanyak-sepanjang-2023
Badan Pusat Statistik. (2020). Jumlah Penduduk Hasil Sensus Penduduk 2020 menurut Generasi dan Kabupaten/Kota di Provinsi DKI Jakarta (Jiwa), 2020.
Diakses pada tanggal 10 September 2024 dari https://jakarta.bps.go.id/id/statistics-table/2/MTA1NyMy/jumlah-penduduk-hasil-sensus-penduduk-2020-menurut-generasi-dan-kabupaten-kota-di-provinsi-dki-jakarta.html
Damayanti, D., & Putro, S. D. (2022). Pengaruh Electronic Service Quality (E-Servqual) Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Online Pengguna Shopee. Jurnal Riset Akuntansi Dan Bisnis Indonesia, 2(1). https://doi.org/10.32477/jrabi.v2i1.432
Damayanti, P. R., & Palupi, G. S. (2023). Penerapan Metode E-Service Quality dan Importance Performance Analysis (IPA) untuk Analisis Kualitas Layanan Transfer Terhadap Kepuasan Pengguna Aplikasi BRImo. JEISBI : Journal of Emerging Information Systems and Business Intelligence), 4(03), 115-125
Datanesia. (2022). 10 Wilayah E-Commerce Terbesar di Indonesia.
Diakses pada tanggal 08 Oktober 2024 dari https://datanesia.id/10-wilayah-e-commerce-terbesar-di-indonesia/
Faradiba, B., & Syarifuddin, M. (2021). COVID-19: Pengaruh Live Streaming Video Promotion Dan Electronic Word Of Mouth Terhadap Buying Purchasing (Vol. 4, Issue 1).
Faulina, A., Dewi, R. S., & Arif, E. (2021). Fenomena Online Shopping sebagai Gaya Hidup dan Strategi Pemberdayaan Ekonomi Umat Islam di Masa Pandemi Covid 19. Jurnal Pengembangan Masyarakat Islam (TATHWIR), 8(1), 46–55. https://ejournal.uinib.ac.id/jurnal/index.php/tathwir/index
Hernikawati, D. (2021). Analisis Dampak Pandemi COVID-19 terhadap Jumlah Kunjungan pada Situs E-Commerce di Indonesia Menggunakan Uji T Berpasangan. Jurnal Studi Komunikasi Dan Media, 25(2), 191. https://doi.org/10.31445/jskm.2021.4389
Irawati, D. S., & Pibriana, D. (2021). Perbandingan Kualitas Dua E-Commerce Terhadap Kepuasan Pengguna Menggunakan Metode Servqual. Jurnal Teknologi Sistem Informasi, 2(2). https://doi.org/10.35957/jtsi.v2i2.1382
Nurfiriyah, R. (2019). Quality Analysis of Participants in the Training With Servqual Methods and Tolerance Zone in Bdk Semarang. Dialog, 42(2).
Pranitasari, D., & Sidqi, A. N. (2021). Analisis Kepuasan Pelanggan Elektronik Shopee menggunakan Metode E-Service Quality dan Kartesius. Jurnal Akuntansi Dan Manajemen, 18(02). https://doi.org/10.36406/jam.v18i02.438
Puspasari, V. (2022). Perbaikan Kualitas Toko Dunia Foto Dengan Metode Servqual, Zot (Zone Of Tolerance), Dan Siklus PDCA. SITEKIN: Jurnal Sains, Teknologi Dan Industri, 19(2).
Qing, W., Amin, M. Bin, Gazi, M. A. I., Khan, W., Masud, A. Al, & Alam, M. N. (2023). Mediation Effect of Technology Adaptation Capabilities between the Relationship of Service Quality Attributes and Customer Satisfaction: An Investigation on Young Customers Perceptions Toward E-Commerce in China. IEEE Access, 11. https://doi.org/10.1109/ACCESS.2023.3328775
Rahmawati, D., Aulawi, H., & Kurniawati, R. (2023). Pengukuran Kualitas Layanan Berdasarkan Dimensi Service Quality (Servqual) Dengan Metode Zone Of Tolerance (Zot) Dan Kano Pada Pet World. Jati Undip: Jurnal Teknik Industri, 18(1). https://doi.org/10.14710/jati.18.1.21-32
Ruheli, R. (2022). Pengkuran Kinerja Layanan Pemberian Kredit pada Bank Cipatujah Jabar (Cij) Kantor Cabang Rancah dengan Menggunakan Metode Servqual. Jurnal Media Teknologi (JMT), 9(1).
Sembiring, J., & Sinaga, B. (2021). Penerapan Metode Servqual Dalam Menentukan Tingkat Kepuasan Masyarakat Terhadap Pelayanan Pengurusan Surat Izin Usaha Mikro Dan Kecil Pada Kantor Camat Dolat Rayat Kabupaten Karo. Jurnal Nasional Komputasi Dan Teknologi Informasi, 4(2). https://doi.org/https://doi.org/10.32672/jnkti.v4i2.2933
Setyowati, D. (2022) Transaksi Rp 132,5 Triliun, Tokopedia Pimpin Pasar di Indonesia. Diakses pada tanggal 5 April 2024 dari https://katadata.co.id/digital/e-commerce/630df91941e11/transaksi-rp-132-5-triliun-tokopedia-pimpin-pasar-di-indonesia
Zainah, S., Hamzah, M. L., Rozanda, N. E., & Salisah, F. N. (2023). Analisis Kualitas Layanan E-Commerce Shopee Menggunakan Metode E-Servqual Dan Kano. Jurnal Teknik Informatika Dan Sistem Informas, 10(2).
