Customer Satisfaction on IKEA Indonesia Website Based on Webqual 4.0 by Using Importance Performance Analysis

ABSTRACT With the rapid growth of the E-commerce industry in Indonesia, many online stores have sprung up to selling various needs, including furniture. Company that started to follow this growth is IKEA, this company has a website that can be accessed by their consumers through IKEA Indonesia Website. Based on an observation there’s problems in implementing Customer Satisfaction on IKEA Indonesia Website. The purpose of this study to determine customer’s expectation and reality on Customer Satisfaction based on Webqual 4.0 and to know the attributes that need to be improved on IKEA Indonesia Website. This research used Webqual 4.0 by Barnes and Vidgen consists of three dimensions which are Usability, Information Quality, and Service Interaction Quality in decision making from expectation and reality to assess the performance of IKEA Indonesia Website by using Importance Performance Analysis (IPA). This research used descriptive method with quantitative approach. The data collection techniques were carried out by using questionnaire with 22 indicators from three dimensions of Webqual 4.0 and using Likert scales for measure the data. The sample in this research amounted to 100 respondents who had made purchases through IKEA Indonesia Website. Based on the Descriptive Analysis results, the reality of customer satisfaction provided by IKEA Indonesia Website as a whole is in the “Good” category which has a percentage score of 78.0%. While, the expectation of customer satisfaction provided by IKEA Indonesia Website is in the “Good” category which has a percentage score of 78.2%. And the results based on the Importance Performance Analysis (IPA) IKEA Indonesia Website can map into 4 quadrants such as: 2 items in Quadrant I, 16 Items in Quadrant II, 1 Item in Quadrant III, and 3 Items in Quadrant IV. Based on the results, IKEA Indonesia Website should prioritize customer satisfaction by providing better performance in terms of customer service, maintaining customer emotions so that they always provide good feedback, ease of interacting with customer service and also get products or service in accordance with what IKEA Indonesia promised. Keywords: Customer Satisfaction, Importance Performance Analysis, Webqual 4.0, IKEA Indonesia Websit