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Enhancing E-Commerce Customer Satisfaction: A Multi-Method Approach Using Sentiment Analysis, IPA, and PGCV

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The advancement of information technology has enabled rapid expansion in e-commerce, establishing one of the platforms as a leading company in Indonesia. Subsequently, the authors name the e-commerce platform as XZ to preserve the anonymity of the research subject. This research intends to evaluate consumer sentiment regarding XZ’s e-service quality utilizing opinion mining based in the Support Vector Machine (SVM) method, while also determining enhancement priorities through Importance Performance Analysis (IPA) and Potential Gain in Customer Value (PGCV). The dataset comprises 50,000 data from the Google Play Store, categorized into positive and negative comments. The findings reveal that factors including the promptness in addressing customer complaints, the effectiveness of refund procedures, and XZ’s reliability in delivering promotional commitments, including shipping discount vouchers, are primary customer concerns. The IPA technique indicated that key service components should be emphasized to improve customer satisfaction, particularly attributes such as P4, P13, and P14. The PGCV methodology strengthened these results by determining the enhancement opportunities that would most significantly elevate service value, particularly attribute P4 associated with the promptness of addressing customer complaints. Also, P13 regarding the effectiveness of refund procedures for incorrectly shipped or defective products, and lastly P14 pertaining to XZ’s reliability in delivering on promotional commitments such as shipping discount vouchers. The results of this study have the potential to provide a benchmark for the businesses in formulating more efficient service enhancement plans and assist in advancing the field of quality management within the e-commerce industry.

The Effect of E-Trust, E-Service Quality, and Brand Image on Traveloka Application User Satisfaction

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User satisfaction is a crucial factor in determining the sustainability and competitiveness of digital service platforms, particularly in the online travel industry. Increasing competition among online travel applications requires companies to continuously improve service quality, build user trust, and maintain a strong brand image. This study aims to analyze the effects of e-trust, e-service quality, and brand image on user satisfaction of the Traveloka application. A quantitative research approach was employed using a survey method, with 100 Traveloka application users as the research sample, selected through purposive sampling. Data were collected using structured questionnaires and analyzed using multiple linear regression analysis. The results of the instrument tests indicate that all measurement items are valid and reliable. The findings reveal that e-trust has a positive and significant effect on user satisfaction, e-service quality has a positive and significant effect on user satisfaction, and brand image also has a positive and significant effect on user satisfaction. These results suggest that higher levels of trust, superior electronic service quality, and a positive brand image play an important role in enhancing user satisfaction with the Traveloka application. This study emphasizes the importance for online travel service providers to strengthen user trust, improve digital service performance, and maintain a strong brand image in order to increase user satisfaction and sustain competitive advantage in the digital marketplace.