PENGUKURAN TINGKAT KEPUASAN RETURN PELANGGAN: STUDI PADA E-COMMERCE SHOPEE DI LINGKUNGAN MAHASISWA

Abstrak

Penelitian ini bertujuan untuk mengukur tingkat kepuasan pelanggan terhadap layanan retur barang (return) pada platform e-commerce Shopee, khususnya di kalangan mahasiswa. Layanan retur merupakan bagian dari proses reverse logistics yang berperan penting dalam meningkatkan pengalaman dan kepuasan konsumen. Namun, implementasi sistem retur di e-commerce kerap menghadapi berbagai kendala, seperti prosedur yang rumit, ketidakjelasan informasi, serta tantangan dari metode pembayaran seperti Cash on Delivery (COD). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner online yang disebarkan kepada 85 responden yang pernah melakukan proses retur barang di Shopee. Data dianalisis secara deskriptif untuk melihat persepsi, hambatan, dan tingkat kepuasan pengguna terhadap layanan retur tersebut. Hasil penelitian menunjukkan bahwa mayoritas responden pernah melakukan retur barang, dengan alasan utama barang tidak sesuai deskripsi dan barang rusak/cacat. Meskipun fitur retur di aplikasi Shopee dinilai cukup mudah digunakan, beberapa hambatan masih ditemukan, seperti lambatnya respon penjual, lamanya pengembalian dana, dan biaya pengiriman retur yang tinggi. Tingkat kepuasan responden terhadap sistem retur Shopee sebagian besar berada pada kategori netral, dengan sebagian tetap menyatakan akan terus menggunakan Shopee meskipun pernah mengalami kendala retur. Penelitian ini memberikan rekomendasi bagi Shopee untuk meningkatkan kualitas layanan retur, terutama dari sisi kecepatan respon penjual, transparansi prosedur, serta efisiensi reverse logistics guna menciptakan pengalaman berbelanja yang lebih baik bagi konsumen.

This study aims to measure customer satisfaction with the return service on the Shopee e-commerce platform, specifically among university students. The return service is part of the reverse logistics process, which plays a crucial role in enhancing consumer experience and satisfaction. However, the implementation of return systems in e-commerce often faces various obstacles, such as complicated procedures, unclear information, and challenges related to payment methods like Cash on Delivery (COD).This research uses a quantitative approach with a survey method through online questionnaires distributed to 85 respondents who have previously returned items on Shopee. The data was analyzed descriptively to explore user perceptions, challenges, and satisfaction levels regarding the return service.The results show that the majority of respondents have returned items, mainly due to products not matching the description or arriving damaged/defective. Although Shopee's return feature is considered relatively easy to use, several issues remain, such as slow seller response, delayed refunds, and high return shipping costs. Respondents’ satisfaction levels with Shopee’s return system mostly fall in the neutral category, with many still choosing to continue using Shopee despite having experienced return-related issues. This study provides recommendations for Shopee to improve the quality of its return services, particularly in terms of seller responsiveness, procedural transparency, and reverse logistics efficiency, in order to create a better shopping experience for consumers.