Analisis Kepuasan Pengguna terhadap Antarmuka E-Commerce Tokopedia Menggunakan Metode Performance-Importance Analysis
Abstract
Pertumbuhan industri e-commerce di Indonesia yang pesat menghadirkan persaingan yang semakin intensif di antara platform marketplace digital, sehingga kepuasan pengguna terhadap antarmuka menjadi faktor penentu utama keberlangsungan dan daya saing platform. Penelitian ini bertujuan menganalisis kepuasan pengguna terhadap antarmuka e-commerce Tokopedia menggunakan metode Performance-Importance Analysis (PIA). Sebanyak 15 atribut antarmuka dievaluasi, meliputi kemudahan navigasi, kecepatan loading, kelengkapan informasi produk, kemudahan pembayaran, kualitas tampilan visual, fitur pencarian, keamanan transaksi, pendaftaran akun, ulasan produk, notifikasi pesanan, filter produk, responsivitas mobile, perbandingan produk, customer service chat, serta proses retur dan refund. Data dikumpulkan melalui kuesioner terstruktur yang didistribusikan kepada 120 pengguna aktif Tokopedia melalui purposive sampling. Analisis memetakan setiap atribut ke dalam empat kuadran Importance-Performance Matrix berdasarkan nilai rata-rata kepentingan (4,32) dan kinerja (3,77) sebagai garis batas. Hasil menunjukkan tujuh atribut berada di Kuadran I (Concentrate Here) yang memerlukan perbaikan segera, lima atribut di Kuadran II (Keep Up the Good Work), dua atribut di Kuadran III (Low Priority), dan satu atribut di Kuadran IV (Possible Overkill). Temuan ini memberikan rekomendasi strategis berbasis data bagi tim pengembang Tokopedia untuk memprioritaskan perbaikan antarmuka sesuai ekspektasi pengguna.
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