Implementasi Metode SEMPLS, CSI, dan CLI untuk Pengukuran Loyalitas Pelanggan Shopee Menggunakan R Shiny
DOI:
https://doi.org/10.23887/jstundiksha.v12i3.68362Keywords:
Kepuasan Pelanggan, Loyalitas Pelanggan, Kualitas Pelayanan Elektronik, Segel Keamanan Elektronik, R ShinyAbstract
Teknologi informasi digunakan di industri perdagangan online, Indonesia memiliki shopee sebagai industri perdagangan online. Shopee marketplace terbesar dan paling populer di Indonesia, menjadi pilihan utama bagi banyak konsumen, dan mendapatkan tingkat kepuasan pelanggan yang tinggi. Tingkat kepuasan yang tinggi belum menjamin Shopee memiliki loyalitas pelanggan hal ini dilihat dari banyaknya ulasan pelanggan yang masih membandingkan Shopee dengan marketplace lain. Pengujian yang dilakukan untuk membuktikan apakah tingkat kepuasan yang tinggi dapat membentuk loyalitas pelanggan pada shopee, dengan analisis yang melibatkan pengaruh kualitas layanan elektronik dan segel keamanan elektronik. Aplikasi dibagun menggunakan pakcet R shiny dari R Studio dengan metode structural equation model partial least square, customer satisfaction index dan customer loyalty index. Penelitian menggunakan pendekatan kuantitatif yaitu data yang digunakan berupa data primer yang diperoleh langsung dari kuesioner. Data penelitian diperoleh melalui penyebaran kuesioner yang diberikan kepada 200 orang pelanggan yang sudah pernah melakukan pembelian di Shopee yang disebarkan melalui Telegram. Hasil penelitian menunjukkan kualitas layanan elektronik dan segel keamanan elektronik berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Hasil pengukuran tingkat kepuasan pelanggan menunjukkan tingkat pada kategori “Sangat Puas” dan hasil pengukuran tingkat loyalitas pelanggan yang menunjukkan tingkat pada kategori “Sangat Loyal”. Hasil evaluasi yang telah dilakukan mengindikasikan bahwa Shopee telah berhasil memenuhi dengan baik kebutuhan pelanggan, yang dicerminkan hasil pengukuran tingkat loyalitas yang tinggi di antara pelanggan dengan Shopee.
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