Pengaruh Kualitas Layanan Digital terhadap Kepuasan Pelanggan Shopee pada FixPrint Surabaya

Satriyo Wuragil Agung Wicaksono; Yunia Dwie Nurcahyanie

doi:10.69693/ijim.v4i3.2670

Authors

Satriyo Wuragil Agung Wicaksono Universitas PGRI Adi Buana Surabaya
Yunia Dwie Nurcahyanie Universitas PGRI Adi Buana Surabaya

DOI:

https://doi.org/10.69693/ijim.v4i3.2670

Keywords:

Kualitas Layanan Digital, Kepuasan Pelanggan, E-Commerce, Shopee, Electronic Service Quality

Abstract

Pertumbuhan transaksi melalui platform e-commerce meningkatkan tuntutan terhadap kualitas layanan digital karena pengalaman pelanggan tidak hanya dibentuk oleh produk, tetapi juga oleh keandalan proses pencarian, transaksi, pemenuhan pesanan, keamanan, penanganan keluhan, dan komunikasi. Penelitian ini bertujuan menganalisis pengaruh tujuh dimensi Electronic Service Quality, yaitu efisiensi, ketersediaan sistem, pemenuhan layanan, keamanan dan privasi, daya tanggap, kompensasi, dan kontak, terhadap kepuasan pelanggan FixPrint Cabang Surabaya pada platform Shopee. Penelitian menggunakan pendekatan kuantitatif dengan 250 observasi sekunder berupa ulasan, rating, dan riwayat transaksi pelanggan yang dipilih melalui purposive sampling. Data diverifikasi dengan basis data internal FixPrint, dikodekan ke dalam skor numerik, lalu dianalisis menggunakan statistik deskriptif, uji asumsi klasik, regresi linier berganda, uji parsial, dan uji simultan dengan perangkat lunak statistik. Hasil menunjukkan bahwa efisiensi, ketersediaan sistem, pemenuhan layanan, keamanan dan privasi, daya tanggap, serta kompensasi berpengaruh signifikan terhadap kepuasan pelanggan, sedangkan kontak tidak berpengaruh signifikan. Model secara simultan signifikan dengan statistik uji sebesar 444,365 dan menjelaskan 92,8% variasi kepuasan pelanggan. Temuan menegaskan bahwa kepuasan dalam e-commerce lebih ditentukan oleh kinerja layanan inti dan pemulihan layanan daripada sekadar tersedianya kanal komunikasi. Implikasinya, FixPrint perlu memprioritaskan stabilitas sistem, konsistensi pemenuhan pesanan, perlindungan data, kecepatan respons, dan efektivitas kompensasi, sementara fungsi kontak dioptimalkan sebagai mekanisme pendukung ketika terjadi kegagalan layanan.

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