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http://repository.ipb.ac.id/handle/123456789/115033
Title: | Analisis Customer Switching Behavior Pengguna Jasa Kurir Pada E-Marketplace |
Other Titles: | Customer Switching Behavior Analysis On Courier Service Users at E-Marketplace |
Authors: | Cahyadi, Eko Ruddy Rahmayani, Mufida |
Issue Date: | 2022 |
Publisher: | IPB University |
Abstract: | Jasa kurir pada e-marketplace mengalami pertumbuhan yang signifikan, sehingga persaingannya semakin ketat. Tujuan dari penelitian ini adalah menganalisis posisi persaingan dan pangsa pasar penyedia jasa kurir pada e-marketplace akibat adanya perpindahan pengguna, menganalisis atribut kinerja layanan jasa kurir pada e-marketplace berdasarkan tingkat kepuasan pengguna dan tingkat fungsionalitas atribut kinerja, serta menganalisis faktor yang mempengaruhi terjadinya perpindahan pengguna. Penelitian ini menggunakan data primer dan data sekunder. Data diolah menggunakan analisis deskriptif, analisis rantai markov, dan analisis model kano dengan bantuan software SPSS, Ms. Excel, dan POM QM. Hasil penelitian ini menunjukkan bahwa jasa kurir yang menempati posisi persaingan teratas sebelum dan sesudah adanya perpindahan adalah J&T namun dengan pangsa pasar yang menurun. Faktor penyebab push effect didominasi oleh tidak terpenuhinya atribut must-be, penyebab pull effect didominasi oleh meningkatnya kinerja pada atribut one-dimensional dan attractive, dan penyebab mooring effect didominasi oleh peningkatan kinerja atribut one-dimensional dan terpenuhinya atribut must-be. Courier services on e-marketplaces have significant growth, so the competition getting higher. The purpose of this study is to analyze the competitive position and market share of courier service provider on the e-marketplace due to user switching, analyze the performance attributes of courier services on the e-marketplace based on the level of user satisfaction and the level of functionality, and analyze factors that affect to the switching of users. This study used primary data and secondary data. The data were processed used descriptive analysis, markov chain analysis, and kano model analysis with the help of SPSS software, Ms. Excel, and POM QM. The results of this study indicate that the courier service that occupies the top competitive position before and after the switching user is J&T but with a declining market share. The cause of the push effect is dominated by the unfulfilled must-be attributes, the cause of the pull effect is dominated by increased performance on the one-dimensional and attractive attributes, and the cause of the mooring effect is dominated by the increased performance of the one-dimensional attributes and the fulfillment of the must-be attributes. |
URI: | http://repository.ipb.ac.id/handle/123456789/115033 |
Appears in Collections: | UT - Management |
Files in This Item:
File | Description | Size | Format | |
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Cover.pdf Restricted Access | Cover | 389.56 kB | Adobe PDF | View/Open |
H24180015_Mufida Rahmayani.pdf Restricted Access | Fullteks | 818.83 kB | Adobe PDF | View/Open |
Lampiran.pdf Restricted Access | Lampiran | 328.52 kB | Adobe PDF | View/Open |
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