ANALISIS KUALITAS LAYANAN LAZADA DENGAN MENGGUNAKAN METODE E-SERVQUAL DAN IPA

ABSTRACTOnline business is currently experiencing rapid growth. In 2013, there were about 4,3 million people who got used to shopping online, and in 2016 it was estimated to have reached 8,4 million buyers. This is certainly a great opportunity for online shopping companies to give the best service for consumers. Lazada is one of he well-known online shopping sites. Based on the data from the Ministry of Communications and Informatics, Lazada ranked third in the most frequently used sites in online transactions in 2015, however according to the Popularity Index in 2015 and 2016, Lazada ranked first. Although Lazada is very popular in online buyers community, Lazada has received a lot of complaints about the quality of their services. Based on this phenomenon, a research has been conducted to find out about the quality service of Lazada. The research applies the SERVQUAL method and specifically for online services that is known as e-SERVQUAL. This method can be used to find out if there is a significant gap between consumer expectation and perceptions. There are six main dimensions as the focus in the research, namely reliability, responsiveness, ease of use, security/privacy, aesthetics, and information. Furthermore, the research will be formulated by using Importance Performance Analysis to figure out which dimensions need evaluation and improvement. This research applies questionnaires involving 140 respondents as sample. Sampling method used in this research is purposive sampling. The average value of expectation is 4,32 and the average value of perception is 3,98. The value of e-SERVQUAL is -0,34. Keywords: service quality, e-SERVQUAL, Importance Performance Analysis, Lazada