Analisis Perbandingan Kepuasan Pengguna Mobile Payment Go-Pay dan Shopee-Pay Berdasarkan E-Service Quality

Abstract

Perkembangan teknologi memberikan kemudahan akses hingga meningkatkan penetrasi pengguna internet di Indonesia. Adaptasi yang muncul karena perkembangan tersebut yaitu sistem pembayaran digital. Perubahan sistem pembayaran meningkatkan kebutuhan layanan mobile payment, sehingga mengakibatkan munculnya persaingan perusahaan penyedia. Salah satu persaingan antar layanan yaitu Go-Pay dan Shopee-Pay yang keduanya merupakan layanan mobile payment terintegrasi dalam aplikasi utama dari perusahaannya. Tujuan penelitian ini yaitu mengidentifikasi karakteristik pengguna dan perilaku penggunaan layanan, dan menganalisis tingkat kepentingan dan kinerja setiap atribut e-service quality, serta menganalisis tingkat kepuasan pengguna. Metode yang digunakan adalah analisis deskriptif, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), dan semantik diferensial. Hasil penelitian yaitu tingkat kinerja Go-Pay unggul dalam enam dari tujuh dimensi dengan keunggulan pada enam belas atribut. Atribut yang perlu diperbaiki oleh Shopee-Pay lebih banyak dibandingkan Go-Pay. Hal tersebut sejalan dengan nilai kepuasan pengguna Go- Pay yang lebih tinggi daripada Shopee-Pay.

The development of technology provided easier access and increased internet user penetration in Indonesia. The adaptation that emerged due to this development was the digital payment system. The change in the payment system increased the demand for mobile payment services, resulting in the emergence of competition among service providers. One of the competitions in the service sector was between Go-Pay and Shopee-Pay, both of which were integrated mobile payment services within their respective main applications. The research aimed to identify user characteristics and usage behavior, analyze the importance and performance level of each e-service quality attribute, and assess user satisfaction. The methods used included descriptive analysis, Importance-Performance Analysis (IPA), Customer Satisfaction Index (CSI), and semantic differential. The research results showed that Go-Pay outperformed in six out of seven dimensions with an advantage in sixteen attributes. Shopee- Pay had more attributes that needed improvement compared to Go-Pay. This was consistent with the higher user satisfaction value for Go-Pay compared to Shopee-Pay.