Integrasi Metode E-Servqual dan Importance Performance Analysis (IPA) dalam Menganalisis Kualitas Pelayanan Shopee pada Kalangan Generasi Z di Kota Padang

Liza Tania, Firman Firman

Abstract


Penelitianinibertujuanuntukmenganalisiskualitaslayanan Shopee berdasarkan persepsi dan harapan pengguna GenerasiZdenganmetodeE-Servqual,sertamenentukan prioritas perbaikan melalui Importance Performance Analysis (IPA). Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan 300 responden pengguna Shopee dari Generasi Z di Kota Padang. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan uji validitas, analisis gap E-Servqual, serta pemetaan matriks IPA. Hasil penelitian menunjukkan bahwa kualitas layanan Shopee secara keseluruhan dinilai baik, namun dimensi Efficiency dan Fulfillment perlu ditingkatkan. Sementara itu, dimensi Reliability, Responsiveness,danPrivacysudahberadapadakategori memuaskan. Integrasi metode E- Servqual dan IPA memberikan gambaran komprehensif mengenaiprioritas peningkatan layanan. Shopee disarankan untuk memperkuat efisiensi sistem dan ketepatan pemenuhan pesanan guna mempertahankan kepuasan serta loyalitas pelanggan  Generasi Z.

Keywords


E-Servqual,Importance Performance Analysis (IPA), Kualitas Layanan, Shopee, Generasi Z

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DOI: https://doi.org/10.17509/ijdb.v5i4.96485

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