Analisis Tingkat Kepuasan Pengguna Terhadap Kualitas Layanan ShopeePay Dengan Metode Importance Performance Analysis (IPA)

Lamdani Prayitno, Dr. Agusta Ika Prihanti Nugraheni, S.E., M.B.A.

2026 | Tugas Akhir | D4 PERBANKAN

Penelitian ini bertujuan untuk menganalisis tingkat kepuasan pengguna terhadap kualitas layanan aplikasi ShopeePay menggunakan metode Importance Performance Analysis (IPA). Penelitian dilatarbelakangi oleh meningkatnya penggunaan dompet digital di Indonesia yang diikuti dengan berbagai keluhan pengguna terkait kestabilan sistem, kecepatan respons layanan pelanggan, dan penyelesaian masalah transaksi. Penelitian menggunakan pendekatan deskriptif kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada 100 pengguna aktif ShopeePay. Alat uji IBM SPSS 25 Statistic digunakan untuk analisis data melalui uji validitas, uji reliabilitas, analisis kesenjangan (gap analysis), dan Importance Performance Analysis (IPA). Hasil penelitian menunjukkan bahwa seluruh atribut memiliki nilai gap negatif, yang menandakan bahwa kinerja layanan ShopeePay belum sepenuhnya memenuhi harapan pengguna. Rata-rata nilai performance sebesar 4,22 dan importance sebesar 4,50 menghasilkan rata-rata gap sebesar -0,28. Atribut dengan kesenjangan terbesar terdapat pada keandalan sistem, kecepatan respons terhadap keluhan pengguna, dan bantuan dalam penyelesaian masalah. Hasil analisis tingkat kesesuaian menunjukkan nilai rata-rata sebesar 94%, yang mengindikasikan bahwa kualitas layanan ShopeePay secara umum berada pada kategori baik.Pemetaan Diagram Kartesius IPA menunjukkan bahwa atribut keandalan sistem, respons terhadap keluhan, bantuan penyelesaian masalah, dan kemudahan akses layanan bantuan berada pada Kuadran I sebagai prioritas utama perbaikan.

This study aims to analyze user satisfaction with the service quality of the ShopeePay application using the Importance Performance Analysis (IPA) method. The research was motivated by the increasing use of digital wallets in Indonesia, followed by various user complaints regarding system stability, customer service response speed, and transaction resolution. The study employed a quantitative descriptive approach, collecting data through questionnaires distributed to 100 active ShopeePay users. IBM SPSS 25 Statistics was used for data analysis through validity tests, reliability tests, gap analysis, and Importance Performance Analysis (IPA). The results showed that all attributes had negative gap values, indicating that ShopeePay's service performance did not fully meet user expectations. The average performance score was 4.22 and the importance score was 4.50, resulting in an average gap of -0.28. The attributes with the largest gaps were system reliability, response speed to user complaints, and assistance in resolving issues. The analysis of the suitability level showed an average value of 94%, indicating that ShopeePay's service quality was generally in the good category. The IPA Cartesian Diagram mapping shows that the attributes of system reliability, responsiveness to complaints, assistance with problem resolution, and ease of access to support services are in Quadrant I as the top priority for improvement.

Kata Kunci : Importance Performance Analysis, Kepuasan Pengguna, Kualitas Layanan