ANALISIS KEPUASAN MITRA MIKRO KULINER PENGGUNA LAYANAN SHOPEEFOOD DI KOTA BANDUNG

Tina Hafidah, - (2022) ANALISIS KEPUASAN MITRA MIKRO KULINER PENGGUNA LAYANAN SHOPEEFOOD DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Shopee merupakan e-commerce dengan pengguna terbanyak di Asia Tenggara pada tahun 2020. Pada 2021, Shopee Indonesia melakukan peluncuran fitur terbarunya yaitu Shopeefood. Keberadaan Shopeefood disambut baik oleh para usaha kuliner. Para usaha mikro kuliner pun mulai bergabung menjadi mitra merchant Shopeefood untuk meningkatkan volume penjualannya. Penelitian ini bertujuan untuk mengukur kepuasan usaha mikro merchant Shopeefood terhadap layanan Shopeefood. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Pengambilan data primer dilakukan dengan menyebarkan angket kuisioner. Setelah mendapatkan data, digunakan Customer Satisfaction Index (CSI), dan Importance Performance Analysis (IPA) sebagai alat analisis untuk dapat mengukur tingkat kepuasan usaha mikro kuliner selaku pengguna Shopeefood terhadap layanan Shopeefood dan juga reduksi data untuk meringkas hasil analisis. 59% usaha mikro mengalami peningkatan penjualan dengan kategori tinggi, 38% mengalami peningkatan volume penjualan berkategori sedang, dan 3% mengalami peningkatan volume penjualan yang rendah. Berdasarkan total 21 indikator layanan Shopeefood, 14 mendapat nilai sangat baik, 6 baik dan 1 cukup baik. Shopeefood mendapat nilai kepuasan sebesar 84.87% yang berarti usaha mikro kuliner sangat puas terhadap kinerja Shopeefood dalam meningkatkan penjualan. Dari total 21 indikator layanan online food delivery service, 3 indikator termasuk ke dalam kuadran I, 8 indikator termasuk ke dalam kuadran II, 5 indikator termasuk ke dalam kuadran III, dan 5 indikator termasuk ke dalam kuadran IV. Shopee is the e-commerce platform with the most users in Southeast Asia in 2020. In 2021, Shopee Indonesia launched its newest feature, an online food delivery service called Shopeefood. The existence of Shopeefood is welcomed by culinary businesses. Micro-culinary businesses have also started to join Shopeefood as merchant partners to increase their sales volume. This study aims to measure the satisfaction of micro-businesses Shopeefood merchants with Shopeefood services in increasing sales volume. This study uses a descriptive qualitative approach.. Primary data collection is done by distributing questionnaires. After getting the data, the Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA) are used as analytical tools to measure the level of satisfaction of micro-culinary businesses as Shopeefood users towards Shopeefood services. 59% of micro-businesses experienced an increase in sales in the high category, 38% experienced an increase in sales volume in the medium category, and 3% experienced an increase in sales volume in the low category. Based on a total of 21 Shopeefood service indicators, 14 got very good scores, 6 were good and 1 was quite good. Shopeefood got a satisfaction score of 84.87%, which means that micro culinary businesses are very satisfied with Shopeefood's performance in increasing sales. Of the total 21 indicators for online food delivery service and an increase in sales volume, 3 indicators are included in quadrant I, 8 indicators are included in quadrant II, 5 indicators are included in quadrant III, and 5 are included in quadrant IV.

Item Type: Thesis (S1)
Uncontrolled Keywords: layanan pesan antar makanan, kepuasan, kinerja, harapan, penjualan
Subjects: G Geography. Anthropology. Recreation > GT Manners and customs
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User: Tina Hafidah
Date Deposited: 29 Sep 2022 06:15
Last Modified: 29 Sep 2022 06:15
URI: http://repository.upi.edu/id/eprint/83175

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