PENGARUH WAKTU DAN JASA PENGIRIMAN TERHADAP KEPUASAN KONSUMEN E-COMMERCE SAAT TANGGAL KEMBAR

    Afroh Fauziah, - and Tatang Permana, - and Dwi Novi Wulansari, - (2025) PENGARUH WAKTU DAN JASA PENGIRIMAN TERHADAP KEPUASAN KONSUMEN E-COMMERCE SAAT TANGGAL KEMBAR. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Industri e-commerce yang berkembang pesat di Indonesia mendorong munculnya strategi promosi seperti diskon tanggal kembar, yang kerap menimbulkan lonjakan transaksi dan memicu keluhan konsumen akibat beban layanan logistik yang tinggi, khususnya dari segi ketepatan waktu, keandalan jasa, serta kepuasan konsumen terhadap proses pengiriman barang. Penelitian ini bertujuan untuk mengetahui pengaruh waktu dan jasa pengiriman terhadap kepuasan konsumen selama periode tanggal kembar di platform Shopee dari bulan Januari sampai Mei 2025 berdasarkan karakteristik konsumen. Metode yang digunakan adalah analisis data dengan uji normalitas, multikolinearitas, heteroskedastisitas, autokorelasi, dan regresi linear berganda menggunakan SPSS. Variabel independen terdiri atas waktu pengiriman (X₁) dan jasa pengiriman (X₂), sedangkan variabel dependen adalah kepuasan konsumen (Y). Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 400 responden melalui teknik purposive sampling. Validitas penelitian diuji dengan korelasi Pearson dan reliabilitas dengan Cronbach’s Alpha. Hasil penelitian menunjukkan bahwa waktu dan jasa pengiriman sama-sama berpengaruh positif dan signifikan terhadap kepuasan konsumen saat tanggal kembar. Kelompok perempuan, usia muda dibawah 20 tahun, sebagai pelajar ataupun mahasiswa, dengan penghasilan dibawah UMR menunjukkan nilai kepuasan yang tinggi terhadap variabel waktu pengiriman, sementara kelompok laki – laki, usia produktif 20 – 50 tahun, profesi pekerja aktif, dengan penghasilan setara UMR lebih mengutamakan jasa pengiriman untuk kepuasan konsumen. Strategi pengiriman yang mempertimbangkan pendekatan berbasis karakteristik konsumen seperti jenis kelamin, usia, profesi, dan penghasilan bulanan diperlukan untuk meningkatkan kepuasan berbelanja terutama ketika terjadi promosi tanggal kembar sehingga memungkinkan Shopee untuk menyesuaikan estimasi waktu dan jenis jasa yang ditawarkan. The rapid growth of Indonesia's e-commerce industry has spurred promotional strategies such as twin-date discounts, which often result in transaction surges and trigger consumer complaints due to increased pressure on logistics services particularly regarding delivery timeliness, service reliability, and customer satisfaction with the shipping process. This study aims to examine the effect of delivery time and shipping service on customer satisfaction during twin-date periods on the Shopee platform from January to May 2025, based on consumer characteristics. The method used is data analysis through normality, multicollinearity, heteroscedasticity, autocorrelation tests, and multiple linear regression using SPSS. The independent variables consist of delivery time (X₁) and delivery service (X₂), while the dependent variable is customer satisfaction (Y). Data collection was carried out by distributing questionnaires to 400 respondents using purposive sampling. The validity of the research was tested using Pearson correlation, and reliability was tested using Cronbach’s Alpha. Results show that both variables have a positive and significant effect on customer satisfaction during twin-date promotions. Female respondents under 20 years old primarily students with income below the regional minimum wage showed high satisfaction with delivery time, while male respondents aged 20–50, working professionals with income equivalent to the minimum wage, prioritized shipping service. Delivery strategies that consider consumer characteristics such as gender, age, occupation, and monthly income are essential for enhancing shopping satisfaction especially during twin-date events by enabling Shopee to tailor service types and estimated delivery times accordingly.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=qssvqVkAAAAJ ID SINTA Dosen Pembimbing: Tatang Permana: 6120239 Dwi Novi Wulansari: 6745877
    Uncontrolled Keywords: E-commerce, Jasa Pengiriman, Kepuasan Konsumen, Tanggal Kembar, Waktu Pengiriman. Customer Satisfaction, Delivery Time, E-commerce, Shipping Service, Twin-Date Promotions.
    Subjects: H Social Sciences > HF Commerce
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Teknik dan Industri > Teknik Logistik - S1
    Depositing User: Afroh Fauziah
    Date Deposited: 06 Oct 2025 07:31
    Last Modified: 06 Oct 2025 07:31
    URI: http://repository.upi.edu/id/eprint/142089

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