Analisis Pengaruh Layanan Key Account Management Terhadap Kepuasan Penjual Mass Long Tail Pada Platform Lazada

Abstract

Pertumbuhan e-commerce mendorong Lazada menyediakan layanan Key Account Management (KAM) bagi penjual mass long tail yang didominasi UMKM. Penelitian ini menganalisis pengaruh konfigurasi KAM terhadap kepuasan penjual, serta mengidentifikasi karakteristik dan persepsi mereka terhadap layanan. Dengan metode kuantitatif SEM-PLS pada 155 penjual, hasil deskriptif menunjukkan mayoritas adalah usaha mikro dengan pengalaman 3–5 tahun, etalase 50–200 produk, dan pendapatan di bawah Rp30 juta. Tingkat kepuasan mereka tinggi, terutama minat untuk terus berjualan. Persepsi terhadap layanan KAM juga dinilai tinggi, dengan kapabilitas KAM sebagai aspek paling menonjol. Analisis SEM-PLS membuktikan lima dari enam elemen KAM berpengaruh signifikan terhadap kepuasan, namun elemen Activities tidak signifikan dan memerlukan evaluasi. Konfigurasi KAM secara keseluruhan terbukti memengaruhi kepuasan penjual, yang mengindikasikan pentingnya penerapan layanan secara holistik.

The growth of e-commerce in Indonesia has prompted Lazada to provide Key Account Management (KAM) services for mass long tail sellers, who are predominantly SMEs. This study aims to analyze the influence of KAM configurations on seller satisfaction, as well as to identify their characteristics, satisfaction levels, and perceptions of the service. Using a quantitative method with SEM-PLS, it is based on survey data from 155 sellers. Descriptive results show most sellers are micro-enterprises with three to five years of experience on Lazada, offering 50–200 products, and monthly revenue below Rp30 million. Their satisfaction is high, especially regarding continued interest in selling on Lazada. All KAM service elements are highly rated from sellers' perspective, with KAM capabilities as the most prominent. SEM-PLS results show five of six KAM elements significantly influence satisfaction, while Activities do not, indicating the need for evaluation. The tested KAM configuration influences the satisfaction of mass long tail sellers in selling on Lazada, showing that KAM services must be implemented holistically and complement each other.