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1 BAB I PENDAHULUAN 1.1 Gambaran Umum Objek Penelitian BAB I PENDAHULUAN 1.1 Gambaran Umum Objek Penelitian 1.1.1 Profil Perusahaan Blanja.com adalah sebuah Online Marketplace yang bergerak dibawah naungan PT. Metra Plasa yang mempunyai kantor pusat di Jl.Letjen M.T.Haryono Kav.58-60 Pancoran, Jakarta Selatan (Blanja.com, 2012). Blanja.com didirikan atas kerjasama antara Telkom Indonesia dengan perusahaan ternama di US yaitu E-bay pada September 2017. Kerja sama antara dua perusahaan tersebut, yang dimana Telkom Indonesia bergerak di bidang telekomunikasi, informasi, media, edutainment dan juga dikenal sebagai perusahaan provider terbesar di Indonesia serta E-bay sebagai perusahan Online Marketplace dan Mobile Commerce terbesar di dunia, diharapkan dapat membuat Online Marketplace yang memudahkan konsumen untuk mendapatkan apa yang mereka cari. Tampilan dari web Blanja.com dapat dilihat pada Gambar 1.1 berikut (Blanja.com, 2012). Gambar 1.1 Tampilan Web Blanja.com Sumber: blanja.com, 2020 1 Untuk memudahkan transaksi konsumennya, Blanja.com menyediakan metode pembayaran melalui Internet Banking, ATM, T-Cash, dan MasterCard. Dengan metode pembayaran tersebut Blanja.com menjalin kerjasama dengan beberapa bank ternama di Indonesia seperti BCA, BNI, BRI, Mandiri, BTN, Mega, Niaga, BII, dan lain sebagainya. Blanja.com mempunyai 13 kategori utama dan kemudian terbagi lagi menjadi subkategori yang berbagai macam banyaknya, yang didalamnya terdapat ribuan pilihan produk maupun jasa yang dapat memudahkan konsumen dalam memenuhi kebutuhannya (Agustina, 2020). Bergerak dalam bidang bisnis online, Blanja.com mempunyai tipe bisnis C2C (Consumer to Consumer) atau konsumen ke konsumen. Tipe bisnis C2C adalah tipe bisnis online yang menyediakan marketplace bagi para konsumen untuk melakukan transaksi penjualan dan pembelian (Ardia & Fanisah, 2019). 1.1.2 Logo Perusahaan Logo Blanja.com dapat dilihat pada Gambar 1.2 berikut. Gambar 1.2 Logo Blanja.com Sumber: Blanja.com, 2020 1.2 Latar Belakang Masalah Di era modern saat ini, keadaan menuntut manusia mengikut arus perkembangan teknologi yang serba cepat dan juga dinamis. Dapat kita lihat sendiri banyaknya bermunculan teknologi yang dapat digunakan oleh manusia untuk membantu kegiatan dan pekerjaan yang mereka lakukan. Perkembangan teknologi yang saat ini kita sebut dengan internet menjadi pilihan para pelaku bisnis dalam mempermudah pekerjaan mereka (Agustina, 2020). 2 Banyaknya manfaat internet yang dapat membantu pekerjaan manusia seperti perantara untuk berkomunikasi dan untuk mendapatkan informasi. Pada zaman ini mendapat informasi sangatlah penting bagi kehidupan manusia, oleh karena itu dengan munculnya internet yang memudahkan manusia dalam mendapatkan informasi sangatlah menjadi inovasi yang sangat baik dalam bidang teknologi (Ardia & Fanisah, 2019). Sejak awal tahun 1990an munculnya internet di Indonesia, perkembangan pemakai internet di Indonesia meningkat dengan sangat pesat. Berdasarkan hasil survei APJII (Asosiasi Penyelenggara Jasa Internet Indonesia) dan Polling, jumlah pengguna internet di Indonesia pada tahun 2018 bertambah 27,91 juta (10,12%) menjadi 171,18 juta yang sebelumnya hanya 143,26 juta pada tahun 2017. Dan akan meningkat pesat tiap tahunnya sampai pada tahun 2019 ini. Dalam Gambar berikut dapat kita lihat perkembangan internet di Indonesia (CNBC Indonesia, 2019): Gambar 1. 3 Pertumbuhan Pengguna Internet di Indonesia Sumber: CNBC Indonesia, 2019 Perkembangan pengguna internet di Indonesia yang tiap tahunnya semakin meningkat, sehingga membuat masyarakat mulai kenal dengan istilah e- commerce. e-commerce atau electronic commerce adalah suatu tindakan 3 melakukan transaksi bisnis secara elektronik dengan menggunakan internet sebagai media komunikasi yang paling utama (Kuspriatni, 2009). Terdapat beberapa kategori atau segmen di dalam industri e-commerce Indonesia, yaitu B2C (Business to Customer) contohnya seperti Zalora, dan Lazada ,B2B (Business to Business) contohnya seperti Livingsocial dan Shopify, C2C (Customer to Customer) contohnya seperti Tokopedia dan Bukalapak (Maulana, 2020). Transaksi jual beli secara online ini tentu merupakan suatu pergesaran budaya dari budaya transaksi tradisional yang masih bisa kita lihat di pasar-pasar tradisional dengan transaksi jual beli di dunia maya (online). Transaksi jual beli tradisional masih menggunakan transaksi langsung dan masih dalam sekala yang kecil (lokal), sedangkan transaksi jual beli menggunakan internet tidak memiliki batasan dalam melakukan transaksi jual beli (pasar global). Sebagai salah satu strategi yang dilakukan masyarakat untuk mendapatkan keuntungan lebih dalam proses bisnis tentu akan berpengaruh terhadap perubahan perilaku masyarakat, perubahan perilaku ini merupakan suatu bentuk adaptasi masyarakat terhadap proses modernisasi (Firmasyah, 2017). E-Commerce yang memanjakan para masyarakat dengan kegunaannya yang mudah dan praktis, membuatnya menjadi pilihan utama untuk terus digunakan oleh para pengguna internet di Indonesia, sehingga membuat transaksi e-commerce di Indonesia dari tahun ke tahun semakin meningkat. Data olahan penulis pada Gambar 1.5 dibawah menunjukkan grafik kenaikan pesat transaksi e- commerce dari tahun 2014 dengan nilai transaksi RP25 triliun, dan mencapai Rp144 Triliun pada tahun 2018 (Seftiandy & Sunaryo, 2018): 4 Gambar 1.4 Transaksi E-Commerce di Indonesia Sumber: CNBC Indonesia, 2019 Tingginya transaksi e-commerce di Indonesia membuat para pelaku e- commerce seperti Blanja.com mendapatkan tekanan yang lebih untuk meningkatkan kualitas layanan mereka, guna untuk membantu para pelanggan mereka untuk melakukan transaksi e-commerce yang mereka lakukan. Blanja.com pun disini mencoba untuk menghadirkan layanan layanan yang dapat membantu para pelanggannya dalam melakukan transaksi. Adanya fitur live chat yang dapat membantu pelanggan jika ada pertanyaan terkait transaksi jual beli mereka, dan adanya review comment dari pelanggan untuk mengetahui kepuasan dari pelanggan tersebut. Layanan layanan tersebut biasa disebut e-service (layanan elektronik) yang artinya adalah penyediaan layanan melalui internet (Seftiandy & Sunaryo, 2018). E-service digunakan untuk meningkatkan penelitian dan praktisi untuk kemudahan dalam mempelajari suatu layanan atau jasa dengan menggunakan metode online sebagai layanannya. Terdapat beberapa perbedaan antara layanan tradisional dengan e-services. Dalam layanan tradisional, hanya seseorang yang terlibat secara langsung dalam melayani suatu layanan. Dalam e-service, di sisi lain, seseorang (karyawan) terlibat secara tidak langsung, yaitu melalui internet. 5 Perbedaan antara layanan tradisional dan e-service berhubungan dengan aspek berikut. Dalam operasinya (layanan tradisional), pelanggan harus pergi ke pusatnya, misalnya cash point, untuk menerima layanan. Dalam e-service, pelanggan dapat dengan mudah menerima layanan melalui internet di rumah atau di tempat lain. E-service lebih fleksibel daripada layanan tradisional yang dibatasi oleh lokasi. Juga, dalam layanan tradisional, fungsi teknologi sebagian besar disesuaikan dengan sedikit personalisasi. Dalam e-service, di sisi lain, fungsionalitas teknologi dirancang untuk menawarkan layanan personal (Ardia & Fanisah, 2019). Menurut situs dan data yang didapat dari iPrice, Blanja.com berhasil masuk dalam 10 besar situs e-commerce dengan jumlah pengunjung terbanyak. Blanja.com dengan total 2.709.300 berada jauh dibawah peringkat pertama, yaitu Shopee dengan 72.973.300 dapat kita lihat pada tabel 1.1 berikut. Tabel 1.1 Website populer berdasarkan jumlah pengunjung per bulan No. Toko Online Pengungunjung/bulan 1 Shopee 72.973.300 2 Tokopedia 67.900.000 3 Bukalapak 39.263.300 4 Lazada 28.383.300 5 Blibli 26.863.300 6 Jd.id 13.539.300 7 Bhinneka 5.145.700 8 Blanja 2.709.300 9 Elevenia 1.084.300 Sumber: iprice.com, 2019 Data dari tabel 1.1 diatas menunjukkan jauhnya jumlah pengunjung Blanja.com dengan para pesaingnya. Blanja.com dengan total pengunjung 2.709.300 per bulan masih harus meningkatkan e-service dari websitenya, agar tidak jauh ketinggalan oleh para pesaingnya yang mempunyai total pengunjung sampai puluhan juta per bulannya (Ardia & Fanisah, 2019). 6 Dapat dilihat pada Tabel 1.2 dibawah review comment para pelanggan yang masih belum puas tehadap kinerja layanan dari Blanja.com Tabel 1.2 Keluahan Konsumen Blanja.com pada website Blanja.com tahun 2019 No. Nama Waktu Keluhan Berbelanja 1. Alvan_ay 02-10-19(18:47) Lama nyampenya 2. ALDALLL 09-11-19(21:28) Protes tapi chat tidak dibalas 3. Rhina22 17-11-19(07:51) Barang sesuai foto danharga, tapi pelayanan kurang cepat. 4. L***k 05-12-19(15:03) Respon live chat lama kali 5. Dimastri 14-12-19(10:22) Mau refund proses lama, iklasin aja Sumber: Website Blanja.com, 2019 Dengan masih masih adanya keluhan dari para pelanggan, memperlihatkan bahwa pelayanan yang diberikan Blanja.com belum sepenuhnya maksimal dan memenuhi kebutuhan serta keinginan para pelanggan sesuai standar pelayanan yang diuraikan dalam beberapa teori para ahli. Oleh karena itu, pengukuran kepuasan atas pelayanan yang diberikan Blanja.com pada masyarakat harus selalu dilakukan untuk mengetahui dan merencanakan strategi yang lebih baik di masa mendatang dan lebih meningkatkan kualitas pelayanan agar dapat memenuhi keinginan dan kebutuhan konsumen (Purika, 2019). E-customer satisfaction atau kepuasan pelanggan secara elektronik merupakan hasilakumulasi dari konsumen atau pelanggan dalam menggunakan produk atau jasa secara online. Hal ini dimaksudkan adanya kualitas layanan yang diberikan secara online akan memberikan dampak kepuasan juga terhadap
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