ANALISIS PENGARUH KUALITAS PELAYANAN EKSPEDISI SPX TERHADAP TINGKAT KEPUASAN PENGGUNA SHOPEE DI INDONESIA

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan ekspedisi Shopee Express (SPX) terhadap tingkat kepuasan pengguna Shopee di Indonesia. Hal ini didasari oleh perkembangan pesat e-commerce di Indonesia, di mana SPX sebagai mitra logistik resmi Shopee memegang peran penting dalam memengaruhi pengalaman pengguna Shopee. Kualitas layanan SPX (meliputi dimensi tangible, empathy, dan assurance) diduga berdampak signifikan terhadap kepuasan pelanggan, meski terdapat kesenjangan antara harapan dan realitas, terutama pada dimensi empathy. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui survei online (Google Form) terhadap pelanggan Shopee pengguna SPX. Data dianalisis secara deskriptif dan statistik dengan aplikasi SPSS versi 30.0.0, meliputi uji validitas, reliabilitas, multikolinearitas, dan regresi linear sederhana. Berdasarkan hasil dari penelitian, Seluruh indikator variabel dinyatakan valid (rhitung > rtabel = 0,344) dan reliabel (Cronbach’s Alpha = 0,955 > 0,70). Tidak terdapat multikolinearitas antar variabel (nilai VIF < 10 dan tolerance > 0,100). Uji regresi linear sederhana membuktikan hubungan signifikan antara kualitas pelayanan SPX dan kepuasan pelanggan (signifikansi 0,001 < 0,05). Berdasarkan hasil menunjukkan bahwa peningkatan kualitas pelayanan SPX, terutama pada dimensi yang masih bermasalah (seperti empathy), dapat mendorong kepuasan pengguna Shopee. Hasil penemuan ini menjadi rekomendasi strategis bagi SPX untuk memperbaiki dan mengevaluasi kebijakan perbaikan layanan logistik yang lebih responsif dan berorientasi pada kebutuhan pelanggan.

This research aims to analyze the influence of the quality of Shopee Express (SPX) expedition services on the level of satisfaction of Shopee users in Indonesia. This is based on the rapid development of e-commerce in Indonesia, where SPX as Shopee's official logistics partner plays an important role in influencing the Shopee user experience. SPX service quality (including tangible, empathy and assurance dimensions) is thought to have a significant impact on customer satisfaction, even though there is a gap between expectations and reality, especially in the empathy dimension. The research method uses a quantitative approach with data collection techniques through online surveys (Google Form) of Shopee customers who use SPX. Data were analyzed descriptively and statistically using the SPSS version 30.0.0 application, including validity, reliability, multicollinearity and simple linear regression tests. Based on the results of the research, all variable indicators were declared valid (rcount > rtable = 0.344) and reliable (Cronbach's Alpha = 0.955 > 0.70). There is no multicollinearity between variables (VIF value < 10 and tolerance > 0.100). A simple linear regression test proves a significant relationship between SPX service quality and customer satisfaction (significance 0.001 < 0.05). Based on the results, it shows that improving the quality of SPX services, especially in dimensions that are still problematic (such as empathy), can increase Shopee user satisfaction. The results of these findings become strategic recommendations for SPX to improve and evaluate logistics service improvement policies that are more responsive and oriented to customer needs.