ANALISIS KINERJA OPERASIONAL LOGISTIK DAN TINGKAT KEPUASAN PELANGGAN E-COMMERCE SELAMA LONJAKAN HARI RAYA DI BANDUNG

Abstrak

Pertumbuban e-commerce di Indonesia, khususnya di Bandung, mengalami peningkatan signifikan, didorong oleh kemudahan transaksi digital dan layanan pengiriman yang efisien Namun, lonjakan permintaan selama periode hari raya menimbulkan tantangan logistik, seperti keterlambatan distribusi dan ketidakpuasan pelanggan. Penelitian ini bertujuan menganalisis dinamuka lonjakan pengiriman e-commerce di Bandung dari perspektif logistik, perilaku konsumen, serta dampaknya terhadap UMKM dan tenaga kerja. Metode penelitian menggunakan pendekatan campuran (kuantitatif dan kualitatif) dengan data diperoleh melalui survei online selama Ramadan 2025. Hasil penelitian menunjukkan bahwa mayoritas konsumen aktif berbelanja online dengan faktor utama keputusan pembelian adalah harga dan diskon. Tingkat kepuasan terhadap layanan pengiriman cenderung netral, menunjukkan perlunya peningkatan efisiensi logistik, terutama dalam kecepatan transparansi pengiriman. Responden juga memberikan saran strategia, soparti penambahan mitra logistik, optimalisasi rute, dan pengembangan opsi pengiriman fleksibel. Temuan ini diharapkan dapat memberikan kontribusi bagi peningkatan Icualitas layanan s-commerce, khususnya selama periode permintaan tinggi.

The growth of e-commerce in Indonesia, particularly in Bandung, has increased significantly, driven by the ease of digital transactions and efficient delivery services. However, the surge in demand during festive seasons poses logistical challenges, such as delivery delays and customar dissatisfaction. This study aims to analyns the dynamics of e-commerce delivery surges in Bandung from logistical, consumer behavior, and socio-economic parspectives, focusing on its impact on MSMEs (Micro, Small, and Medium Enturprises) and workforce. A mixed method approach (quantitative and qualitative) employed, with data collected through an online survey during Ramadan 2025. The findings indicate that most consumers actively shop online, with price and discounts being the primary purchasing factors. Satisfaction with delivery rices tends to be neutral, highlighting the need for improved logistical efficiency, particularly in delivery speed and transparency. Respondents also provided strategic scommandations, such adding logisties partners, optianizing dalivary toutus, and developing flexible shipping options. The findings are expected to contribute to the improvement of a-commerce service quality, especially during periods of high demand.