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