Jesika Tamaria, - and Syti Sarah Maesaroh, - and Adam Hermawan, - (2024) STUDI KOMPARASI KUALITAS LAYANAN DAN PROMOSI ONLINE ANTARA SHOPEE & TIKTOK SHOP PADA GENERASI Z. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Perkembangan teknologi digital menghadirkan marketplace di Indonesia. Beberapa marketplace tersebut adalah Shopee dan Tiktok Shop yang banyak digunakan oleh generasi Z. Kehadiran kedua marketplace ini menciptakan persaingan di sektor perbelanjaan online. Adanya persaingan ini dapat memahami kualitas layanan dan promosi dari masing-masing platform untuk meningkatkan penjualan. Metode yang digunakan adalah kuantitatif komparatif. Gen Z yang berada di wilayah DKI Jakarta dan pengguna aktif kedua aplikasi adalah populasi penelitian ini. Populasi akan mengevaluasi kualitas layanan, seperti reliability, responsiveness, assurances, empathy, dan tangibles, serta efektivitas promosi online, seperti frekuensi, kualitas, kuantitas, waktu, dan ketepatan promosi. Teknik yang digunakan dalam pengambilan sampel adalah probability sampling dengan pendekatan random sampling. Teknik pengumpulan data menggunakan kuesioner dengan total responden sebanyak 200. Teknik analisis data menggunakan uji normalitas, homogenitas, dan paired sample t test. Paired sample t test digunakan untuk memaparkan perbedaan kualitas layanan dan promosi online antara Shopee dan Tiktok Shop. Hasil penelitian ini menyatakan bahwa kedua marketplace ini terdapat perbedaan. Perbedaan tersebut dinyatakan dengan nilai sig. (2-tailed) kurang dari 0,05. Temuan lainnya menyatakan bahwa Shopee lebih unggul dibandingkan dengan Tiktok Shop yang dibuktikan dari nilai rata-rata kualitas layanan Shopee sebesar 45.700 dan promosi online sebesar 44.2200, sedangkan kualitas layanan Tiktok Shop sebesar 44.2200 dan promosi online 42.5100. Dengan hasil temuan tersebut diharapkan dapat memberikan wawasan mengenai keunggulan dan kekurangan dari aspek kualitas layanan dan promosi online kedua marketplace tersebut, serta dapat merekomendasikan strategis dalam menyempurnakan layanan dan promosi bagi penyedia aplikasi perbelanjaan online. The development of digital technology brings marketplaces in Indonesia. Some of these marketplaces are Shopee and Tiktok Shop, which are widely used by generation Z. The presence of these two marketplaces creates competition in the online shopping sector. The presence of these two marketplaces creates competition in the online shopping sector. The existence of this competition can understand the quality of services and promotions from each platform to increase sales. The method used is comparative quantitative. Gen Z who are in the DKI Jakarta area and active users of both applications are the population of this study. The population will evaluate service quality, such as reliability, responsiveness, assurances, empathy, and tangibles, as well as the effectiveness of online promotions, such as frequency, quality, quantity, timing, and accuracy of promotions. The technique used in sampling is probability sampling with a random sampling approach. The data collection technique used a questionnaire with a total of 200 respondents. Data analysis techniques use normality, homogeneity, and paired sample t tests. Paired sample t test is used to explain the differences in service quality and online promotions between Shopee and Tiktok Shop. The results of this study state that there are differences between the two marketplaces. The difference is stated by the sig value. (2-tailed) less than 0.05. Other findings state that Shopee is superior to Tiktok Shop as evidenced by the average value of Shopee's service quality of 45.700 and online promotion of 44.2200, while Tiktok Shop's service quality is 44.2200 and online promotion is 42.5100. With these findings, it is hoped that it can provide insight into the advantages and disadvantages of the quality aspects of services and online promotions of the two marketplaces, and can make strategic recommendations in improving services and promotions for online shopping application providers.
![[thumbnail of S_BD_2007914_Title.pdf]](http://repository.upi.edu/style/images/fileicons/text.png "S_BD_2007914_Title.pdf") |
Text
S_BD_2007914_Title.pdf Download (1MB) |
|
Text
S_BD_2007914_Chapter1.pdf Download (200kB) |
|
Text
S_BD_2007914_Chapter2.pdf Restricted to Staf Perpustakaan Download (217kB) |
|
Text
S_BD_2007914_Chapter3.pdf Download (222kB) |
|
Text
S_BD_2007914_Chapter4.pdf Restricted to Staf Perpustakaan Download (462kB) |
|
Text
S_BD_2007914_Chapter5.pdf Download (74kB) |
|
Text
S_BD_2007914_Appendix.pdf Restricted to Staf Perpustakaan Download (907kB) |
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=list_works&hl=en&user=WniRemoAAAAJ ID SINTA Dosen Pembimbing: Syti Sarah Maesaroh: 6681118 Adam Hermawan: 6681172 |
| Uncontrolled Keywords: | Kualitas Layanan, Promosi Online, Shopee, Tiktok Shop Service Quality, Online Promotion, Shopee, Tiktok Shop |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Bisnis Digital |
| Depositing User: | Jesika Tamaria |
| Date Deposited: | 01 Oct 2025 09:36 |
| Last Modified: | 01 Oct 2025 09:36 |
| URI: | http://repository.upi.edu/id/eprint/124682 |
Actions (login required)
 |
View Item |