PENERAPAN METODE SERVICE QUALITY DALAM ANALISIS PERSEPSI KONSUMEN PADA PELAYANAN PEMESANAN BARANG E-COMMERCE DI UNIVERSITAS PRIMA INDONESIA
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Abstract
Seiring berjalannya waktu, gaya hidup masyarakat semakin serba instan karena sebagian besar masyarakat memiliki mobilitas yang tinggi dalam menjalankan aktivitasnya, sehingga masyarakat seringkali mencari sesuatu yang nyaman dan mudah untuk memenuhi kebutuhan sehari-hari, diikuti dengan penyediaan berbagai layanan E-commerce yang membantu para pelakunya. bisnis menghasilkan penjualan. Layanan e-commerce yang semakin menarik, mudah diakses, dan dapat menguntungkan sistem penjualan bagi para pelaku bisnis dan pelanggan. Oleh karena itu, sistem penjualan e-commerce sangat penting untuk diperhatikan karena sistem penjualan barang suatu perusahaan tidak lepas dari perkembangan teknologi informasi. Kualitas pelayanan merupakan tingkat keunggulan yang diharapkan dapat memenuhi keinginan konsumen. Tujuan dari penelitian ini adalah untuk mengetahui tingkat kepuasan pada setiap atribut Service Quality, tanggapan pelanggan dari setiap atribut yang digunakan yaitu: Berwujud (Tangibles), Reliability (Excellence), Perceptive (Responsiveness), Jaminan (Assurance), Empathy (Empathy), dengan menggunakan metode Service Quality, dan memberikan saran untuk meningkatkan kualitas pelayanan pemesanan barang pada e-commerce.
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