Analisis Tingkat Kepuasan dan Loyalitas Pengguna pada Prototype Aplikasi ITTS-Mart dengan Menggunakan Model E-Servqual

ITTS Mart is an e-commerce application developed by the Telkom Surabaya Institute of Technology (ITTS) as a platform that makes it easier for users to carry out buying and selling transactions for vegetables and fruit. This research examines the level of customer satisfaction with application use and the extent of customer loyalty so that customers can make repeat purchases continuously. The model used in this research is the E-Servqual model with three data processing, namely GAP Test, Customer Satifaction Index (CSI), Structural Equation Modeling (SEM), because these three data processing can be used to test the relationship between variables which can provide a deeper understanding. in-depth understanding of customer perceptions and expectations regarding ITTS Mart, as well as providing valuable recommendations to increase overall user satisfaction and loyalty. The research results showed that the Customer Satisfaction Index (CSI) test value on the ITTS-Mart application was 80.6%, meaning that application users were satisfied with the application service, the GAP test result was 1.13, which can be said to be good application quality, then the factors What influences the loyalty of ITTS-Mart application users is the Satisfaction variable with a P-Value of 0.000. So there still needs to be special attention in making improvements and evaluations related to the ITTS-Mart application so that it meets customer desires and needs.ITTS Mart merupakan salah satu aplikasi e-commerce yang dikembangkan oleh Institut Teknologi Telkom Surabaya (ITTS) sebagai sebuah wadah yang memudahkan pengguna untuk melakukan transaksi jual beli sayur dan buah-buahan. Penelitian ini menguji tingkat kepuasan pelanggan pada penggunaan aplikasi dan sejauh mana tingkat loyalitas pelanggan agar pelanggan dapat melakukan pembelian ulang terus menerus. Model yang dipakai pada penelitian ini merupakan model E-Servqual dengan tiga pengolahan data yaitu Uji GAP, Customer Satifaction Index (CSI), Structural Equation Modeling (SEM), karena ketiga pengolahan data tersebut dapat digunakan untuk menguji hubungan antar variabel yang dapat memberikan pemahaman yang mendalam tentang persepsi dan harapan pelanggan terkait ITTS Mart, serta memberikan rekomendasi yang berharga untuk meningkatkan kepuasan dan loyalitas pengguna secara keseluruhan. Hasil penelitian didapatkan bahwa nilai Uji Customer Satisfaction Index (CSI) pada aplikasi ITTS-Mart didapatkan hasil senilai 80,6% bahwa pengguna aplikasi sudah puas terhadap layanan aplikasi, hasil uji GAP senilai 1,13 yang dapat dikatakan kualitas aplikasi sudah baik, kemudian faktor yang mempengaruhi loyalitas pengguna aplikasi ITTS-Mart ada pada variabel Kepuasan (Satisfaction) dengan nilai P-Value sebesar 0,000. Sehingga masih perlu adanya perhatian khusus dalam melakukan perbaikan serta evaluasi terkait aplikasi ITTS-Mart agar memenuhi keinginan dan kebutuhan pelanggan

Innovative Design of Ecommerce Mobile Application Using Kansei Engineering and System Usability Scale

Information technology is currently growing at a rapid speed in order to provide users with convenience, one of which is the ease of accessing the internet via mobile phones. The emergence of social media programs such as virtual buddy applications has contributed to the rapid increase in internet users, particularly via mobile phones. Social media, in addition to being a virtual friendship application, also functions as a promotional medium, one of which is the promotion of online shopping applications, hence boosting the number of online purchasing transactions in Indonesia. An online shopping platform was chosen to market university’s products, allowing customers to shop easier and may increase the growth rapidly. As a result, Kansei Engineering is used in this study to develop applications that tap into users’ emotional demands. In addition, to establish the optimum design for the user, the prototype was tested for performance and usability using a System Usability Scale (SUS) questionnaire. According to the study’s findings, the application will be created with the following feelings in mind: appealing, attractive, organised, practical, innovative, quick, effective, accessible, interactive, and unique. According to usability studies, the “friendly concept” application generated better levels of satisfaction than the other design concepts