OKTAVIA, Cintika and Warsito, Budi and Gunawan S.K., Vincencius (2023) SISTEM PENGUKURAN LOYALITAS PELANGGAN MARKETPLACE SHOPEE MENGGUNAKAN METODE STRUCTURAL EQUATION MODEL PARTIAL LEAST SQUARE (SEM PLS), CUSTOMER SATISFACTION INDEX (CSI), DAN CUSTOMER LOYALTY INDEX (CLI). Masters thesis, UNIVERSITAS DIPONEGORO.

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Abstract

Penjualan online telah menjadi fenomena yang diminati oleh berbagai lapisan masyarakat di Indonesia. Shopee, salah satu platform E-Commerce terkemuka di Indonesia yang menjadi pusat perhatian pelanggan, tetapi beberapa ulasan pelanggan menunjukkan ketidakpuasan terhadap layanan yang disediakan oleh Shopee dan masih membandingkan Shopee dengan platform E-Commerce lain. Penelitian ini bertujuan untuk mengukur tingkat loyalitas pelanggan di Shopee dengan menganalisis pengaruh dari e-service quality dan e-security seals pada kepuasan pelanggan. Metode penelitian menggunakan Structural Equation Model Partial Least Square, serta mengadopsi pengukuran Customer Satisfaction Index (CSI) dan Customer Loyalty Index (CLI). Hasil analisis menunjukkan bahwa e-service quality dan e-security seals memiliki pengaruh positif yang signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan. Hasil pengukuran menunjukkan tingkat kepuasan pelanggan pada Shopee sangat tinggi mencapai nilai 85.04, yang berada pada tingkat kategori "Sangat Puas". Hasil pengukuran juga menunjukkan tingkat loyalitas pelanggan yang tinggi, mencapai nilai 80.68, yang berada pada tingkat kategori "Sangat Loyal". Penelitian ini memberikan pemahaman penting tentang pengaruh kualitas layanan dan keamanan dalam upaya untuk meningkatkan kepuasan pelanggan pada platform E-Commerce serta mempertahankan dan meningkatkan loyalitas pelanggan.
Kata Kunci : E-Service Quality, E-Security Seals, Kepuasan Pelanggan, Loyalitas Pelanggan

Online sales have become a phenomenon that is of interest to various levels of society in Indonesia. Shopee, one of the leading E-Commerce platforms in Indonesia, is the center of customer attention, but some customer reviews show dissatisfaction with the services provided by Shopee and still compare Shopee to other E-Commerce platforms. This study aims to measure the level of customer loyalty at Shopee by analyzing the effect of E-Service Quality and E-Security Seals on customer satisfaction. The research method uses the Partial Least Square Structural Equation Model and adopts the Customer Satisfaction Index (CSI) and Customer Loyalty Index (CLI) measurements. The results of the analysis show that E-Service Quality and E-Security Seals have a significant positive effect on customer satisfaction and customer loyalty. The measurement results show that the level of customer satisfaction at Shopee is very high, reaching a value of 85.04, which is at the level of the "Very Satisfied" category. The measurement results also show a high level of customer loyalty, reaching a value of 80.68, which is at the "Very Loyal" category level. This research provides an important understanding of the influence of service quality and security on increasing customer satisfaction on the E-Commerce platform and maintaining and increasing customer loyalty.
Keywords: E-Service Quality, E-Security Seals, Customer Satisfaction, Customer loyalty.

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