Evaluasi dan Usulan Rancangan Strategi Perbaikan Kualitas Layanan Aplikasi Seluler Studi Kasus: Aplikasi Indonesia Airports PT Angkasa Pura II (Persero)

Dalam rangka mewujudkan visinya menjadi the best smart connected airport in region, PT Angkasa Pura II(Persero) merilis Aplikasi Indonesia Airports sebagai salah satu langkah perusahaan meningkatkan pengalaman digital di bandara yang dikelolanya. Indonesia Airports dapat diunduh secara gratis di Google Play Store & App Store. Resmi dirilis pada akhir 2016, jumlah pengunduh aplikasi hanya mencapai 28,7% dari target perusahaan pada 2019. Selain itu, sejak Agustus 2019 hingga Januari 2020 terdapat tren negatif antara jumlah pengunduh baru (user acquisition) dan pengguna yang berhenti menggunakan (user loss). PT Angkasa Pura II (Persero) juga belum pernah melakukan evaluasi pada aplikasi Indonesia Airports sehingga belum diketauhi apakah kinerja aplikasi sesuai dengan ekspektasi penggunanya. Oleh karena itu, penelitian ini bertujuan mengevaluasi kualitas layanan aplikasi Indonesia Airports berdasarkan persepsi pengguna. Dimensi kualitas layanan yang digunakan dalam penelitian ini mengadopsi dimensi E-S-Qual dan E-RecS-Qual. Penelitian ini bersifat konklusif deskriptif multiple- cross sectional dengan teknik sampling non-probability convenience sampling. Pengumpulan data dilakukan secara online pada bulan April – Mei 2020 kepada 131 pengguna Aplikasi Indonesia Airports selama setahun terakhir. Tingkat kepuasan pengguna berdasarkan Customer Satisfaction Index (CSI) adalah 61%. Kemudian Importance Performance Analysis digunakan untuk mengetahui atribut yang perlu mendapatkan prioritas perbaikan. Hasilnya diperoleh lima atribut yang perlu mendapatkan prioritas perbaikan, meliputi: kemudahan penggunaan Aplikasi Indonesia Airports, kemampuan Aplikasi Indonesia Airports untuk memuat halaman menu dengan cepat, Aplikasi Indonesia Airports tidak crash/not responding saat digunakan, ketersediaan seluruh fitur dan layanan Aplikasi Indonesia Airports sesuai dengan iklan/informasi awal yang diterima, dan layanan Tanya Tasya dapat menyelesaikan masalah penggunaan aplikasi secara cepat dan efektif. Selanjutnya dilakukan wawancara mendalam dengan perusahaan dalam rangka menyusun strategi perbaikan sesuai kebutuhan pengguna tersebut. Berdasarkan analisis menggunakan house of quality diperoleh sepuluh rekomendasi strategi perbaikan yang diprioritaskan berdasarkan nilai kontribusi relatif. ============================================================================================================================ In order to reach its vision to be "The best smart connected airport in region", PT Angkasa Pura II (Persero) launched Indonesia Airports Application as one of the company steps to improve digital experiences in its airports managed. Indonesia Airports Application is completed with 24 features and it can be downloaded freely in the Google Play Store & App Store. Since the application was launched at the end of 2016, the number of people who downloaded is only 28.7% of the company target in 2019. Moreover, in the period from August 2019 to January 2020, there was a negative trend between the number of new users (user acquisition) and the users who stop to use the application (user loss). Besides, PT Angkasa Pura II (Persero) has not evaluated user satisfaction of this application too. That is why it is not known if the performance of this application is in line with the expectation of its users or not. Therefore, the goal of this study is to evaluate the service quality of Indonesia Airports Application based on users perception. The dimension of service quality used in this research adopts E-S-Qual and E-RecS-Qual dimensions. This study is conclusive-descriptive multiple-cross sectional by using a non-probability convenience as sampling technique. The data gathering was done by online survey in April – May 2020 toward 131 users of Indonesia Airports Application in the recent one year. The satisfaction level of the users based on Customer Satisfaction Index (CSI) is 61%. Importance Performance Analysis was used to know the attributes which need to get improvement priority. As the results, there are five attributes which need priority to get improvement namely: the ease to use Indonesia Airports Apps, the ability of Indonesia Airports Apps to load menu pages fast, Indonesia Airports Apps is not crash/not responding when it is being used, the availability of all the features and service of Indonesia Airports Apps in line with the advertisement/prior information received, and Tanya Tasya service can solve the problem of application usage fast and effectively. The next, it was done in-depth interview with the company to arrange strategy of improvement which is suitable with the users need. Based on the analysis used house of quality, it was got ten recommendations of improvement strategy which is prioritised based on normalized contribution value