ANALISIS TINGKAT KEPUASAN KONSUMEN GRABFOOD MELALUI USER EXPERIENCE DENGAN MENGGUNAKAN PIECES FRAMEWORK

    Rena Savrila Andriani, - (2022) ANALISIS TINGKAT KEPUASAN KONSUMEN GRABFOOD MELALUI USER EXPERIENCE DENGAN MENGGUNAKAN PIECES FRAMEWORK. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Wabah COVID-19 yang melanda Indonesia beberapa tahun terakhir mengakibatkan
    terjadinya pembatasan ruang gerak pariwisata termasuk wisata kuliner. Salah satu strategi
    yang diambil para pengusaha kuliner adalah dengan menggunakan layanan online food
    delivery. Berdasarkan hasil pra survey mengenai pengalaman pengguna dalam
    menggunakan layanan online food delivery diketahui bahwa Grabfood merupakan aplikasi
    yang paling kurang memuaskan. Penelitian ini memiliki tujuan untuk menganalisis tingkat
    kepuasan konsumen Grabfood melalui user experience dengan menggunakan PIECES
    framework. Jenis penelitian dan metode yang digunakan adalah kuantitatif deskriptif
    verifikatif. Data diperoleh dari penyebaran kuisioner kepada 140 orang responden yang
    pernah menggunakan layanan Grabfood dengan menggunakan teknik nonprobability
    sampling secara aksidental. Teknik analisis data yang digunakan yaitu uji validitas, uji
    reliabilitas, analisis regresi linear berganda, uji asumsi klasik, dan pengujian hipotesis.
    Hasil pengujian menunjukkan bahwa seluruh instrument penelitian valid dan reliabel untuk
    diteliti dan dapat disimpulkan bahwa seluruh variabel PIECES framework yaitu
    performance, information, economic, control & security, efficiency, dan service
    berkontribusi sebesar 59,6% terhadap kepuasan konsumen dan memiliki pengaruh simultan
    positif dengan masing-masing variabel memiliki pengaruh parsial positif terhadap
    kepuasan konsumen Grabfood.
    The COVID-19 outbreak that has hit Indonesia in recent years has resulted in restrictions
    on the space for tourism, including culinary tourism. One of the strategies taken by culinary
    entrepreneurs is to use online food delivery services. Based on the results of a pre-survey
    regarding user experience in using online food delivery services, it is known that Grabfood
    is the most unsatisfactory application. This study aims to analyze the level of customer
    satisfaction of Grabfood through user experience using the PIECES framework. The type
    of research and the method used is quantitative descriptive verification. Data was obtained
    from distributing questionnaires to 140 respondents who had used the Grabfood service
    using accidental non-probability sampling technique. The data analysis technique used is
    validity test, reliability test, multiple linear regression analysis, classical assumption test,
    and hypothesis testing. The test results show that all research instruments are valid and
    reliable to study and it can be concluded that all PIECES framework variables, namely
    performance, information, economic, control & security, efficiency, and service contribute
    59.6% to customer satisfaction and have a positive simultaneous effect with each variable
    has a positive partial effect on Grabfood's customer satisfaction.

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    Official URL: http://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.co.id/citations?user=49BZeR0AAAAJ&hl=id&authuser=1 SINTA ID : 6134240 SINTA ID : 6722119
    Uncontrolled Keywords: User Experience; PIECES Framework; Kepuasan Konsumen; Grabfood User Experience; PIECES Framework; Customer Satisfaction; Grabfood
    Subjects: H Social Sciences > HF Commerce
    L Education > L Education (General)
    T Technology > T Technology (General)
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
    Depositing User: Rena Savrila Andriani
    Date Deposited: 22 Feb 2023 07:01
    Last Modified: 22 Feb 2023 07:01
    URI: http://repository.upi.edu/id/eprint/88195

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