p–ISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 5, No. 11, November 2024 http://jist.publikasiindonesia.id/
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4754
Shopee E-Commerce Website Quality Analysis Based on User
Perception Using the Webqual Method
Fatihatul Khairan1*, Wing Wahyu Winarno2, Asro Nasri3
Institusi AMIKOM Yogyakarta, Indonesia1,3, STIE YKPN Yogyakarta, Indonesia2
Email: [email protected]1*, [email protected]2,
[email protected]3
*Correspondence
ABSTRACT
Keywords: shop,
webqual, usability,
information quality,
service interaction.
This study aims to analyze the quality of Shopee's e-
commerce site using the WebQual method approach. Three
main dimensions, namely usability, information quality, and
service interaction, are used to evaluate the quality of the
Shopee website from the user's point of view. This method
measures users' perception of the main aspects that
determine their experience in using the Shopee website. The
results of the study show that although Shopee has
succeeded in providing a responsive and informative
platform, several areas need improvement, especially related
to aspects of service interaction and the security of users'
personal information. In conclusion, Shopee needs to
optimize several important aspects to improve the user
experience and strengthen its position as a leading e-
commerce platform in Southeast Asia. Improved design and
navigation of a more modern and intuitive interface can
make it easier for users to navigate the platform. In addition,
real-time updates of product information regarding stock and
prices will help prevent user dissatisfaction. Shopee also
needs to improve customer service, both with the addition of
staff and technology such as advanced chatbots, to answer
customer needs faster. Finally, increased security and
transparency regarding transactions and protection of
personal data will strengthen user trust in this platform.
Through these efforts, Shopee is expected to be able to
provide a better shopping experience and maintain the
loyalty of its users amid fierce e-commerce competition.
Introduction
The main factor that affects the success of a website is the level of quality of its
services. System developers often assume that only service providers or application
developers can provide high-quality evaluations. (Masthori et al., 2016b). However,
assessment criteria that can provide a complete picture are needed as service-based
information system applications evolve – especially those that use web technology.
(Utomo & Tambotoh, 2023).
Vol. 5, No. 11, November 2024 http://jist.publikasiindonesia.id/
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4754
Shopee E-Commerce Website Quality Analysis Based on User
Perception Using the Webqual Method
Fatihatul Khairan1*, Wing Wahyu Winarno2, Asro Nasri3
Institusi AMIKOM Yogyakarta, Indonesia1,3, STIE YKPN Yogyakarta, Indonesia2
Email: [email protected]1*, [email protected]2,
[email protected]3
*Correspondence
ABSTRACT
Keywords: shop,
webqual, usability,
information quality,
service interaction.
This study aims to analyze the quality of Shopee's e-
commerce site using the WebQual method approach. Three
main dimensions, namely usability, information quality, and
service interaction, are used to evaluate the quality of the
Shopee website from the user's point of view. This method
measures users' perception of the main aspects that
determine their experience in using the Shopee website. The
results of the study show that although Shopee has
succeeded in providing a responsive and informative
platform, several areas need improvement, especially related
to aspects of service interaction and the security of users'
personal information. In conclusion, Shopee needs to
optimize several important aspects to improve the user
experience and strengthen its position as a leading e-
commerce platform in Southeast Asia. Improved design and
navigation of a more modern and intuitive interface can
make it easier for users to navigate the platform. In addition,
real-time updates of product information regarding stock and
prices will help prevent user dissatisfaction. Shopee also
needs to improve customer service, both with the addition of
staff and technology such as advanced chatbots, to answer
customer needs faster. Finally, increased security and
transparency regarding transactions and protection of
personal data will strengthen user trust in this platform.
Through these efforts, Shopee is expected to be able to
provide a better shopping experience and maintain the
loyalty of its users amid fierce e-commerce competition.
Introduction
The main factor that affects the success of a website is the level of quality of its
services. System developers often assume that only service providers or application
developers can provide high-quality evaluations. (Masthori et al., 2016b). However,
assessment criteria that can provide a complete picture are needed as service-based
information system applications evolve – especially those that use web technology.
(Utomo & Tambotoh, 2023).
Fatihatul Khairan, Wing Wahyu Winarno, Asro Nasri
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4755
For many institutions, institutions, businesses, and organizations around the world,
using websites to represent themselves and offer online services has become essential.
This phenomenon is also happening in Indonesia, where web-based services have shown
themselves to be a successful way for the public and private sectors to convey information
and goods. (Kusumawati et al., 2021).
One of the leading e-commerce platforms in Southeast Asia is Shopee, which
provides online buying and selling services for various types of products. The Shopee
website is not only designed to facilitate buying and selling transactions between sellers
and buyers but also serves as a platform to provide an optimal online shopping experience
for users. (Masthori et al., 2016a). With the rapid growth of internet users and e-
commerce services, the Shopee website plays an important role in maintaining the quality
of service and satisfying its users. However, until now, a detailed evaluation of the quality
of Shopee website services from the user's perspective has not been done. (Sembodo et
al., 2021).
According to research by Belash et al., the level of user satisfaction with a website
can be measured through several variables such as overall user experience, service
security, and speed in completing transactions. In the context of e-commerce, new users
who use the website for the first time and loyal users who often transact are the two main
groups that provide important input regarding service quality. This group can provide
information on what aspects of the website need to be improved, both from the technical
side and customer service. (Nurlindah et al., 2020).
In line with the advancement of information technology and increasing user
expectations for online services, e-commerce websites must be able to provide fast,
precise, and efficient services. The quality of a website's services not only affects
customer loyalty but also the platform's ability to compete globally. In this digital era, e-
commerce websites such as Shopee are not only a transaction tool, but also the main
online representation of the company. Riyanto & Bachri, (2019) Stated that a well-
managed website will support the internal efficiency and also the external power of the
platform, both at the national and international levels.
In the context of e-commerce, the quality of content and user experience are the
determining factors for the success of a website. (Sutrisno et al., 2021) Emphasized the
importance of accurate, relevant, and reliable content, as well as ease of navigation and
convenience when transacting. Shopee website users are expected to be able to quickly
find the products they are looking for, make transactions safely, and get responsive help
when experiencing problems.
This study uses the modified WebQual method to explore the quality of the Shopee
website from three main dimensions, namely usability, information quality, and service
interaction. These three dimensions were chosen because they are very relevant in
assessing the user experience on e-commerce sites. Through this approach, the research
aims to make a significant contribution to the literature on evaluating the quality of
website services, especially in the context of e-commerce platforms such as Shopee.
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4755
For many institutions, institutions, businesses, and organizations around the world,
using websites to represent themselves and offer online services has become essential.
This phenomenon is also happening in Indonesia, where web-based services have shown
themselves to be a successful way for the public and private sectors to convey information
and goods. (Kusumawati et al., 2021).
One of the leading e-commerce platforms in Southeast Asia is Shopee, which
provides online buying and selling services for various types of products. The Shopee
website is not only designed to facilitate buying and selling transactions between sellers
and buyers but also serves as a platform to provide an optimal online shopping experience
for users. (Masthori et al., 2016a). With the rapid growth of internet users and e-
commerce services, the Shopee website plays an important role in maintaining the quality
of service and satisfying its users. However, until now, a detailed evaluation of the quality
of Shopee website services from the user's perspective has not been done. (Sembodo et
al., 2021).
According to research by Belash et al., the level of user satisfaction with a website
can be measured through several variables such as overall user experience, service
security, and speed in completing transactions. In the context of e-commerce, new users
who use the website for the first time and loyal users who often transact are the two main
groups that provide important input regarding service quality. This group can provide
information on what aspects of the website need to be improved, both from the technical
side and customer service. (Nurlindah et al., 2020).
In line with the advancement of information technology and increasing user
expectations for online services, e-commerce websites must be able to provide fast,
precise, and efficient services. The quality of a website's services not only affects
customer loyalty but also the platform's ability to compete globally. In this digital era, e-
commerce websites such as Shopee are not only a transaction tool, but also the main
online representation of the company. Riyanto & Bachri, (2019) Stated that a well-
managed website will support the internal efficiency and also the external power of the
platform, both at the national and international levels.
In the context of e-commerce, the quality of content and user experience are the
determining factors for the success of a website. (Sutrisno et al., 2021) Emphasized the
importance of accurate, relevant, and reliable content, as well as ease of navigation and
convenience when transacting. Shopee website users are expected to be able to quickly
find the products they are looking for, make transactions safely, and get responsive help
when experiencing problems.
This study uses the modified WebQual method to explore the quality of the Shopee
website from three main dimensions, namely usability, information quality, and service
interaction. These three dimensions were chosen because they are very relevant in
assessing the user experience on e-commerce sites. Through this approach, the research
aims to make a significant contribution to the literature on evaluating the quality of
website services, especially in the context of e-commerce platforms such as Shopee.
Shopee E-Commerce Website Quality Analysis Based on User Perception Using the Webqual
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4756
This study uses a descriptive quantitative approach with a survey method to analyze
the quality of the Shopee website based on user perception. Data collection was carried
out through the distribution of questionnaires compiled based on the WebQual method,
which consisted of three main dimensions: quality of use, quality of information, and
quality of service interaction. Each indicator in these dimensions is measured with a
Likert scale to find out how far the quality of the Shopee website is perceived by users
compared to their expectations.
The purpose of this study is to conduct an in-depth evaluation of the quality of the
Shopee e-commerce website by detailing user perceptions using a method, namely the
WebQual Method. Webqual is one of the methods of measuring website quality
developed by Stuart Barnes and Richard Vidgen.
Method
The instrument used in this study is a questionnaire developed based on the three-
dimensional WebQual. Each dimension is measured through a series of statements using
a Likert scale of 1–5, where 1 indicates strongly disagree and 5 indicates strongly agree.
The questionnaire consists of 15 questions, with five questions for each WebQual
dimension (information quality, interaction, and display).
The questionnaire was distributed online to 150 selected respondents. Prior to data
collection, the validity and reliability of the instrument were tested to ensure that the
questionnaire could be used accurately in measuring user perception.
Test Instrument
Validity and reliability testing is an essential stage in ensuring the reliability and
accuracy of the measuring instruments used in this study. (Pamungkas & Saifullah, 2019).
Validity testing, which often involves determining the relationship between each
instrument item's score and the overall score, verifies whether respondents understand the
content of the questionnaire. Meanwhile, reliability indicates the extent to which the
measuring instrument used can be trusted and reliable. A reliable instrument can provide
consistent results when applied many times or in different contexts. Reliability
measurements often involve internal testing of consistency, such as Cronbach's alpha
calculations. The questionnaire is declared reliable if it gives a high alpha score or > 0.60
(Yandra et al., 2019)
The following is a detailed explanation of each of the WebQual dimensions for this
study, accompanied by a table of indicators.
Dimensi Usability
The usability dimension in this study focuses on the extent to which the Shopee
website is easy to use by visitors. It includes several indicators such as easy navigation,
attractive interface design, and the suitability of the website's appearance to the user's
expectations. The usability aspect is crucial in ensuring that users can quickly understand
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4756
This study uses a descriptive quantitative approach with a survey method to analyze
the quality of the Shopee website based on user perception. Data collection was carried
out through the distribution of questionnaires compiled based on the WebQual method,
which consisted of three main dimensions: quality of use, quality of information, and
quality of service interaction. Each indicator in these dimensions is measured with a
Likert scale to find out how far the quality of the Shopee website is perceived by users
compared to their expectations.
The purpose of this study is to conduct an in-depth evaluation of the quality of the
Shopee e-commerce website by detailing user perceptions using a method, namely the
WebQual Method. Webqual is one of the methods of measuring website quality
developed by Stuart Barnes and Richard Vidgen.
Method
The instrument used in this study is a questionnaire developed based on the three-
dimensional WebQual. Each dimension is measured through a series of statements using
a Likert scale of 1–5, where 1 indicates strongly disagree and 5 indicates strongly agree.
The questionnaire consists of 15 questions, with five questions for each WebQual
dimension (information quality, interaction, and display).
The questionnaire was distributed online to 150 selected respondents. Prior to data
collection, the validity and reliability of the instrument were tested to ensure that the
questionnaire could be used accurately in measuring user perception.
Test Instrument
Validity and reliability testing is an essential stage in ensuring the reliability and
accuracy of the measuring instruments used in this study. (Pamungkas & Saifullah, 2019).
Validity testing, which often involves determining the relationship between each
instrument item's score and the overall score, verifies whether respondents understand the
content of the questionnaire. Meanwhile, reliability indicates the extent to which the
measuring instrument used can be trusted and reliable. A reliable instrument can provide
consistent results when applied many times or in different contexts. Reliability
measurements often involve internal testing of consistency, such as Cronbach's alpha
calculations. The questionnaire is declared reliable if it gives a high alpha score or > 0.60
(Yandra et al., 2019)
The following is a detailed explanation of each of the WebQual dimensions for this
study, accompanied by a table of indicators.
Dimensi Usability
The usability dimension in this study focuses on the extent to which the Shopee
website is easy to use by visitors. It includes several indicators such as easy navigation,
attractive interface design, and the suitability of the website's appearance to the user's
expectations. The usability aspect is crucial in ensuring that users can quickly understand
Fatihatul Khairan, Wing Wahyu Winarno, Asro Nasri
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4757
how the platform works and make purchases without experiencing technical difficulties.
Poor navigation or unintuitive design can cause users to abandon the platform.
Table 1
Usability Dimension Indicator
Code Indicator
USA1 Interactions are clear and understandable.
USA2 Easy to navigate
USA3 Attractive display
USA4 Design according to expectations
USA5 Ease of learning how to use
USA6 Overall positive experience
Information Quality Dimension
This dimension evaluates the quality of information presented by the Shopee
website. The indicators measured include the accuracy of product information, clarity of
descriptions, and reliability of the data provided. For e-commerce platforms, the quality
of information is very important because users rely on the product details displayed when
making purchase decisions.
Table 2
Information Quality Dimension Indicator
Code Indicator
INF1 Accurate and relevant information
INF2 Information is easy to understand
INF3 Information updated regularly
INF4 Reliable product information
INF5 Information is presented in an easy-to-read
format.
INF6 Detailed product description
Service Interaction Dimensions
This dimension focuses on user experience related to interaction with the services
provided by Shopee, such as customer service responsiveness, transaction security, and
the system's ability to handle complaints. Users want efficient and secure interactions,
especially in the payment process as well as product delivery.
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4757
how the platform works and make purchases without experiencing technical difficulties.
Poor navigation or unintuitive design can cause users to abandon the platform.
Table 1
Usability Dimension Indicator
Code Indicator
USA1 Interactions are clear and understandable.
USA2 Easy to navigate
USA3 Attractive display
USA4 Design according to expectations
USA5 Ease of learning how to use
USA6 Overall positive experience
Information Quality Dimension
This dimension evaluates the quality of information presented by the Shopee
website. The indicators measured include the accuracy of product information, clarity of
descriptions, and reliability of the data provided. For e-commerce platforms, the quality
of information is very important because users rely on the product details displayed when
making purchase decisions.
Table 2
Information Quality Dimension Indicator
Code Indicator
INF1 Accurate and relevant information
INF2 Information is easy to understand
INF3 Information updated regularly
INF4 Reliable product information
INF5 Information is presented in an easy-to-read
format.
INF6 Detailed product description
Service Interaction Dimensions
This dimension focuses on user experience related to interaction with the services
provided by Shopee, such as customer service responsiveness, transaction security, and
the system's ability to handle complaints. Users want efficient and secure interactions,
especially in the payment process as well as product delivery.
Shopee E-Commerce Website Quality Analysis Based on User Perception Using the Webqual
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4758
Table 3
Service Interaction Dimension Indicator
Code Indicator
SERV1 Security in transactions
SERV2 Implementation of services as promised
SERV3 Ease of communicating with customer service
SERV4 Customer service responsiveness
SERV5 Security of personal information
SERV6 Customer service is easily accessible (live chat,
email, etc)
Results and Discussion
Characteristics Respondent
This study involved 150 respondents who are active users of the Shopee platform.
Respondents consisted of various age and occupation categories, the majority of whom
were regular users who made transactions at least once a month on Shopee. Based on the
gender distribution, 60% of respondents are women and 40% are men. In terms of age,
70% of respondents are between 18–35 years old, 20% are between 36–50 years old, and
10% are over 50 years old.
Based on the survey results, most respondents (80%) have been using Shopee for
more than a year, and most (65%) spend 2–3 hours per week shopping or browsing
products on the platform. The majority of respondents stated that they often use Shopee
to search for daily necessities and fashion products.
Validity and Reliability Test
Before further analysis, a validity and reliability test was carried out on a
questionnaire consisting of 22 website quality indicators based on the WebQual method.
The validity test showed that all items in the questionnaire had a significant correlation
with the total value, so they were considered valid. In addition, the Cronbach's Alpha
value obtained from the reliability test is 0.89, which means that the instrument has a high
level of reliability. (Pratiwi et al., 2022).
Average Score of Shopee Website Quality Based on WebQual Dimensions
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4758
Table 3
Service Interaction Dimension Indicator
Code Indicator
SERV1 Security in transactions
SERV2 Implementation of services as promised
SERV3 Ease of communicating with customer service
SERV4 Customer service responsiveness
SERV5 Security of personal information
SERV6 Customer service is easily accessible (live chat,
email, etc)
Results and Discussion
Characteristics Respondent
This study involved 150 respondents who are active users of the Shopee platform.
Respondents consisted of various age and occupation categories, the majority of whom
were regular users who made transactions at least once a month on Shopee. Based on the
gender distribution, 60% of respondents are women and 40% are men. In terms of age,
70% of respondents are between 18–35 years old, 20% are between 36–50 years old, and
10% are over 50 years old.
Based on the survey results, most respondents (80%) have been using Shopee for
more than a year, and most (65%) spend 2–3 hours per week shopping or browsing
products on the platform. The majority of respondents stated that they often use Shopee
to search for daily necessities and fashion products.
Validity and Reliability Test
Before further analysis, a validity and reliability test was carried out on a
questionnaire consisting of 22 website quality indicators based on the WebQual method.
The validity test showed that all items in the questionnaire had a significant correlation
with the total value, so they were considered valid. In addition, the Cronbach's Alpha
value obtained from the reliability test is 0.89, which means that the instrument has a high
level of reliability. (Pratiwi et al., 2022).
Average Score of Shopee Website Quality Based on WebQual Dimensions
Fatihatul Khairan, Wing Wahyu Winarno, Asro Nasri
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4759
The data obtained from the questionnaire was analyzed based on WebQual's three
dimensions: usability, information quality, and service interaction. The following are the
results of the assessment based on these dimensions:
Table 4
Average Weighted Indicator Value
Variable Code Indicator Perf Imp
Usability
USA1 Interactions are clear and easy to
understand 4.5 5.3
USA2 Easy to navigate 4.4 5.2
USA3 Attractive display 4.6 5.3
USA4 Design according to expectations 4.3 5.2
USA5 Ease of learning how to use 4.7 5.4
USA6 Overall positive experience 4.5 5.3
Quality of
Information
INF1 Accurate and relevant information 4.2 5.3
INF2 Information is easy to understand 4.4 5.2
INF3 Information updated regularly 4.0 5.3
INF4 Reliable product information 4.1 5.3
INF5 Detailed product description 4.1 5.4
INF6 Information in an appropriate and
easy-to-read format 4.3 5.2
Service
Interaction
SERV1 Security in transactions 4.0 5.3
SERV2 Execution of services as promised 4.2 5.4
SERV3 Ease of communication with services 3.9 5.3
SERV4 Customer service responsiveness 3.8 5.3
SERV5 Security of personal information 3.7 5.2
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4759
The data obtained from the questionnaire was analyzed based on WebQual's three
dimensions: usability, information quality, and service interaction. The following are the
results of the assessment based on these dimensions:
Table 4
Average Weighted Indicator Value
Variable Code Indicator Perf Imp
Usability
USA1 Interactions are clear and easy to
understand 4.5 5.3
USA2 Easy to navigate 4.4 5.2
USA3 Attractive display 4.6 5.3
USA4 Design according to expectations 4.3 5.2
USA5 Ease of learning how to use 4.7 5.4
USA6 Overall positive experience 4.5 5.3
Quality of
Information
INF1 Accurate and relevant information 4.2 5.3
INF2 Information is easy to understand 4.4 5.2
INF3 Information updated regularly 4.0 5.3
INF4 Reliable product information 4.1 5.3
INF5 Detailed product description 4.1 5.4
INF6 Information in an appropriate and
easy-to-read format 4.3 5.2
Service
Interaction
SERV1 Security in transactions 4.0 5.3
SERV2 Execution of services as promised 4.2 5.4
SERV3 Ease of communication with services 3.9 5.3
SERV4 Customer service responsiveness 3.8 5.3
SERV5 Security of personal information 3.7 5.2
Shopee E-Commerce Website Quality Analysis Based on User Perception Using the Webqual
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4760
SERV6 Customer service is easily accessible
(live chat, email) 4.1 5.3
Average 4.2 5.3
Gap Analysis
Based on the results of data processing, the gap value between actual quality
(performance) and ideal quality (importance) was obtained for each indicator of the three
dimensions of WebQual. The gap value is calculated using the following formula:
𝑄𝑖(𝐺𝑎𝑝) = 𝑃𝑒𝑟𝑓(𝑖) − 𝐼𝑚𝑝(𝑖)
A quality level that is considered good is indicated by a positive or zero gap value
(Qi ≥ 0). Conversely, if the gap value is negative (Qi < 0), then the actual quality has not
met the user's expectations.
Table 5
Usability Indicator Gap Value
Code Indicator Perf Imp Q(P-I)/Gap
USA1 Interactions are clear and easy to
understand 4.5 5.3 -0.8
USA2 Easy to navigate 4.4 5.2 -0.8
USA3 Attractive display 4.6 5.3 -0.7
USA4 Design according to expectations 4.3 5.2 -0.9
USA5 Ease of learning how to use 4.7 5.4 -0.7
USA6 Overall positive experience 4.5 5.3 -0.8
Average 4.5 5.3 -0.78
The results above show that the usability dimension in general has a negative gap
with an average gap of -0.78. Although the value of the gap is not very large, there are
some aspects that need to be improved, especially on the interface design indicator
(USA4).
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4760
SERV6 Customer service is easily accessible
(live chat, email) 4.1 5.3
Average 4.2 5.3
Gap Analysis
Based on the results of data processing, the gap value between actual quality
(performance) and ideal quality (importance) was obtained for each indicator of the three
dimensions of WebQual. The gap value is calculated using the following formula:
𝑄𝑖(𝐺𝑎𝑝) = 𝑃𝑒𝑟𝑓(𝑖) − 𝐼𝑚𝑝(𝑖)
A quality level that is considered good is indicated by a positive or zero gap value
(Qi ≥ 0). Conversely, if the gap value is negative (Qi < 0), then the actual quality has not
met the user's expectations.
Table 5
Usability Indicator Gap Value
Code Indicator Perf Imp Q(P-I)/Gap
USA1 Interactions are clear and easy to
understand 4.5 5.3 -0.8
USA2 Easy to navigate 4.4 5.2 -0.8
USA3 Attractive display 4.6 5.3 -0.7
USA4 Design according to expectations 4.3 5.2 -0.9
USA5 Ease of learning how to use 4.7 5.4 -0.7
USA6 Overall positive experience 4.5 5.3 -0.8
Average 4.5 5.3 -0.78
The results above show that the usability dimension in general has a negative gap
with an average gap of -0.78. Although the value of the gap is not very large, there are
some aspects that need to be improved, especially on the interface design indicator
(USA4).
Fatihatul Khairan, Wing Wahyu Winarno, Asro Nasri
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4761
Table 6
Gap Value of Information Quality Indicators
Code Indicator Perf Imp Q(P-I)/Gap
INF1 Accurate and relevant information 4.2 5.3 -1.1
INF2 Information is easy to understand 4.4 5.2 -0.8
INF3 Information updated regularly 4.0 5.3 -1.3
INF4 Reliable product information 4.1 5.3 -1.2
INF5 Detailed product description 4.1 5.4 -1.3
INF6
Information in an appropriate and easy-to-
read format 4.3 5.2 -0.9
Average 4.5 5.3 -1.14
The information quality dimension has a significant gap value with an average gap
of -1.14. Indicators that need special attention are periodic information updates (INF3)
and product information accuracy (INF4).
Table 7
Gap Value of Service Interaction Indicators
Code Indicator Perf Imp Q(P-I)/Gap
SERV1 Security in transactions 4.0 5.3 -1.3
SERV2 Execution of services as promised 4.2 5.4 -1.2
SERV3 Ease of communication with services 3.9 5.3 -1.4
SERV4 Customer service responsiveness 3.8 5.3 -1.5
SERV5 Security of personal information 3.7 5.2 -1.5
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4761
Table 6
Gap Value of Information Quality Indicators
Code Indicator Perf Imp Q(P-I)/Gap
INF1 Accurate and relevant information 4.2 5.3 -1.1
INF2 Information is easy to understand 4.4 5.2 -0.8
INF3 Information updated regularly 4.0 5.3 -1.3
INF4 Reliable product information 4.1 5.3 -1.2
INF5 Detailed product description 4.1 5.4 -1.3
INF6
Information in an appropriate and easy-to-
read format 4.3 5.2 -0.9
Average 4.5 5.3 -1.14
The information quality dimension has a significant gap value with an average gap
of -1.14. Indicators that need special attention are periodic information updates (INF3)
and product information accuracy (INF4).
Table 7
Gap Value of Service Interaction Indicators
Code Indicator Perf Imp Q(P-I)/Gap
SERV1 Security in transactions 4.0 5.3 -1.3
SERV2 Execution of services as promised 4.2 5.4 -1.2
SERV3 Ease of communication with services 3.9 5.3 -1.4
SERV4 Customer service responsiveness 3.8 5.3 -1.5
SERV5 Security of personal information 3.7 5.2 -1.5
Shopee E-Commerce Website Quality Analysis Based on User Perception Using the Webqual
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4762
SERV6
Customer service is easily accessible
(live chat, email) 4.1 5.3 -1.2
Average 4.0 5.3 -1.38
The service interaction dimension has the largest gap value with an average gap of
-1.38. The indicators that need the most attention are customer service responsiveness
(SERV4) and personal information security (SERV5), both of which have considerable
gaps.
Table 8
Gap Values of All Indicators with WebQual Method
Dimension Perf Imp Q(P-I)/Gap
Usability 4.5 5.3 -0.78
Quality of Information 4.2 5.3 -1.14
Service Interaction 4.0 5.3 -1.38
Overall Average 4.23 5.3 -1.10
From the results of the analysis above, it can be concluded that overall the quality
of the Shopee website still has some gaps between the actual quality perceived by users
and the expected ideal quality. The dimension of service interaction requires the most
attention, especially on the aspects of personal information security and customer service
responsiveness. The information quality dimension also indicates the need for
improvement, especially in terms of accuracy and updating of information. Improvement
efforts in these two dimensions will be very useful in increasing user satisfaction, which
can ultimately increase user loyalty to the Shopee platform.
The results of this study provide an in-depth overview of the quality of the Shopee
website based on the WebQual approach. The analysis is carried out by comparing the
performance felt by users and the expected level of importance. This study uses three
main dimensions in WebQual, namely usability, information quality, and service
interaction. The following is a detailed discussion of the results obtained from each
dimension and their implications for Shopee website management.
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4762
SERV6
Customer service is easily accessible
(live chat, email) 4.1 5.3 -1.2
Average 4.0 5.3 -1.38
The service interaction dimension has the largest gap value with an average gap of
-1.38. The indicators that need the most attention are customer service responsiveness
(SERV4) and personal information security (SERV5), both of which have considerable
gaps.
Table 8
Gap Values of All Indicators with WebQual Method
Dimension Perf Imp Q(P-I)/Gap
Usability 4.5 5.3 -0.78
Quality of Information 4.2 5.3 -1.14
Service Interaction 4.0 5.3 -1.38
Overall Average 4.23 5.3 -1.10
From the results of the analysis above, it can be concluded that overall the quality
of the Shopee website still has some gaps between the actual quality perceived by users
and the expected ideal quality. The dimension of service interaction requires the most
attention, especially on the aspects of personal information security and customer service
responsiveness. The information quality dimension also indicates the need for
improvement, especially in terms of accuracy and updating of information. Improvement
efforts in these two dimensions will be very useful in increasing user satisfaction, which
can ultimately increase user loyalty to the Shopee platform.
The results of this study provide an in-depth overview of the quality of the Shopee
website based on the WebQual approach. The analysis is carried out by comparing the
performance felt by users and the expected level of importance. This study uses three
main dimensions in WebQual, namely usability, information quality, and service
interaction. The following is a detailed discussion of the results obtained from each
dimension and their implications for Shopee website management.
Fatihatul Khairan, Wing Wahyu Winarno, Asro Nasri
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4763
Dimensi Usability
The usability dimension focuses on how users interact with the Shopee website
interface and how the website is able to provide a good user experience. These aspects
include ease of navigation, clarity of interaction, and suitability of the design and
appearance of the website with user expectations.
Navigation and Ease of Use
In the ease of navigation indicator (USA2), the results show that although the
Shopee website is considered quite easy to use with a performance score of 4.4, there is
still a significant gap between performance and expectations, which is -0.8. This indicates
that users still feel that navigation on the website can be further improved, especially in
making it easier for users to find the product or feature they are looking for more quickly
and efficiently.
Intuitive navigation is an important element in e-commerce websites, considering
that users often want to search for products in a short time without having to go through
many complicated stages. A poor user experience when it comes to navigation can lead
to frustration, which leads to a decrease in customer retention rates. For this reason,
Shopee needs to consider optimizing the navigation structure to make it more accessible
and minimize the number of clicks needed to achieve certain goals, such as product
purchases or promo searches.
Interface Display and Design
The design as an expected indicator (USA4) also shows a significant gap (-0.9),
which means that the visual appearance of the website has not fully met user expectations.
Although Shopee has been known for its simple and easy-to-understand design, users are
still hoping for updates or improvements in terms of a more modern and responsive
interface design.
Current technological developments allow for the implementation of more
interactive and friendly designs for various devices, especially mobile devices. Given that
most Shopee users access the platform through smartphones, the optimization of
responsive design and attractive interfaces on mobile devices needs to be considered.
Appropriate design not only improves aesthetics, but also affects the user experience,
including in terms of access speed, ease of reading information, and a clearer and more
structured display of product images. (Wibowo et al., 2018).
Clarity of Interaction and User Experience
One of the indicators with good performance in the usability dimension is the clarity
of interactions (USA1), which obtained a performance score of 4.5. This shows that user
interaction with the features on the Shopee website is quite clear and easy to understand.
Users feel that they can understand how the site works without any significant difficulty,
which is a positive point in terms of usability. However, despite the performance score
being quite good, a gap of -0.8 indicates that users still have higher expectations for
smoother and faster interactions.
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4763
Dimensi Usability
The usability dimension focuses on how users interact with the Shopee website
interface and how the website is able to provide a good user experience. These aspects
include ease of navigation, clarity of interaction, and suitability of the design and
appearance of the website with user expectations.
Navigation and Ease of Use
In the ease of navigation indicator (USA2), the results show that although the
Shopee website is considered quite easy to use with a performance score of 4.4, there is
still a significant gap between performance and expectations, which is -0.8. This indicates
that users still feel that navigation on the website can be further improved, especially in
making it easier for users to find the product or feature they are looking for more quickly
and efficiently.
Intuitive navigation is an important element in e-commerce websites, considering
that users often want to search for products in a short time without having to go through
many complicated stages. A poor user experience when it comes to navigation can lead
to frustration, which leads to a decrease in customer retention rates. For this reason,
Shopee needs to consider optimizing the navigation structure to make it more accessible
and minimize the number of clicks needed to achieve certain goals, such as product
purchases or promo searches.
Interface Display and Design
The design as an expected indicator (USA4) also shows a significant gap (-0.9),
which means that the visual appearance of the website has not fully met user expectations.
Although Shopee has been known for its simple and easy-to-understand design, users are
still hoping for updates or improvements in terms of a more modern and responsive
interface design.
Current technological developments allow for the implementation of more
interactive and friendly designs for various devices, especially mobile devices. Given that
most Shopee users access the platform through smartphones, the optimization of
responsive design and attractive interfaces on mobile devices needs to be considered.
Appropriate design not only improves aesthetics, but also affects the user experience,
including in terms of access speed, ease of reading information, and a clearer and more
structured display of product images. (Wibowo et al., 2018).
Clarity of Interaction and User Experience
One of the indicators with good performance in the usability dimension is the clarity
of interactions (USA1), which obtained a performance score of 4.5. This shows that user
interaction with the features on the Shopee website is quite clear and easy to understand.
Users feel that they can understand how the site works without any significant difficulty,
which is a positive point in terms of usability. However, despite the performance score
being quite good, a gap of -0.8 indicates that users still have higher expectations for
smoother and faster interactions.
Shopee E-Commerce Website Quality Analysis Based on User Perception Using the Webqual
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4764
Overall, the usability dimension shows that although the Shopee website is
considered to be quite easy to use, there are several aspects that need to be improved,
especially in terms of navigation and a more attractive and responsive interface design.
Information Quality Dimension
The dimension of information quality is very important in the context of e-
commerce, as users rely heavily on the information presented on the platform to make
purchasing decisions. Accurate, relevant, and easy-to-understand information is a key
factor in increasing user trust in the platform.
Accuracy and Relevance of Information
The accurate and relevant information indicator (INF1) shows a gap of -1.1 between
performance and expectations, indicating that users feel that the product information
presented by Shopee is still inaccurate or not always relevant to their needs. Complete
and accurate product information is essential, especially in e-commerce, as consumers
cannot physically view or inspect the products they are about to buy.
This gap can be caused by inconsistencies in product descriptions provided by
sellers on the Shopee platform. Since Shopee is a platform that allows third-party sellers
to upload their own products, there is variation in the quality of the information provided.
To improve this, Shopee can improve the product information quality control mechanism,
for example by implementing stricter standards for product descriptions or providing
guidance for sellers on what information must be included.
Update Information
The indicator of periodic information update (INF3) recorded the highest gap in this
dimension, which was -1.3. Users feel that information on Shopee, especially related to
stock availability and prices, is often not updated in real-time. This can be a source of
frustration for users, especially when they find a product that is out of stock or a price that
doesn't match what is stated in the description.
Shopee needs to improve its information update system by involving sellers more
actively in managing their inventory, or perhaps by introducing an automation feature
that can detect and update product status directly when stock runs out or prices change.
Fast and proper updates will go a long way in maintaining user trust and increasing their
satisfaction.
Product Description and Trust Information
Other indicators that also show significant gaps are detailed product descriptions
(INF5) and trustworthy product information (INF4), with gaps of -1.3 and -1.2,
respectively. This shows that users feel that product descriptions on Shopee are still
lacking in depth or do not provide enough information to make a purchase decision. This
can affect the level of user trust in the platform.
Shopee can remedy this by encouraging sellers to provide more detailed and clear
product descriptions, including information about product specifications, features, and
benefits. In addition, increasing trust in the information presented can be done by
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4764
Overall, the usability dimension shows that although the Shopee website is
considered to be quite easy to use, there are several aspects that need to be improved,
especially in terms of navigation and a more attractive and responsive interface design.
Information Quality Dimension
The dimension of information quality is very important in the context of e-
commerce, as users rely heavily on the information presented on the platform to make
purchasing decisions. Accurate, relevant, and easy-to-understand information is a key
factor in increasing user trust in the platform.
Accuracy and Relevance of Information
The accurate and relevant information indicator (INF1) shows a gap of -1.1 between
performance and expectations, indicating that users feel that the product information
presented by Shopee is still inaccurate or not always relevant to their needs. Complete
and accurate product information is essential, especially in e-commerce, as consumers
cannot physically view or inspect the products they are about to buy.
This gap can be caused by inconsistencies in product descriptions provided by
sellers on the Shopee platform. Since Shopee is a platform that allows third-party sellers
to upload their own products, there is variation in the quality of the information provided.
To improve this, Shopee can improve the product information quality control mechanism,
for example by implementing stricter standards for product descriptions or providing
guidance for sellers on what information must be included.
Update Information
The indicator of periodic information update (INF3) recorded the highest gap in this
dimension, which was -1.3. Users feel that information on Shopee, especially related to
stock availability and prices, is often not updated in real-time. This can be a source of
frustration for users, especially when they find a product that is out of stock or a price that
doesn't match what is stated in the description.
Shopee needs to improve its information update system by involving sellers more
actively in managing their inventory, or perhaps by introducing an automation feature
that can detect and update product status directly when stock runs out or prices change.
Fast and proper updates will go a long way in maintaining user trust and increasing their
satisfaction.
Product Description and Trust Information
Other indicators that also show significant gaps are detailed product descriptions
(INF5) and trustworthy product information (INF4), with gaps of -1.3 and -1.2,
respectively. This shows that users feel that product descriptions on Shopee are still
lacking in depth or do not provide enough information to make a purchase decision. This
can affect the level of user trust in the platform.
Shopee can remedy this by encouraging sellers to provide more detailed and clear
product descriptions, including information about product specifications, features, and
benefits. In addition, increasing trust in the information presented can be done by
Fatihatul Khairan, Wing Wahyu Winarno, Asro Nasri
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4765
providing clearer and more transparent seller verification, so that users feel more
confident when making purchases.
Service Interaction Dimension
The dimension of service interaction is one of the most important dimensions in
measuring the quality of an e-commerce website, as it relates directly to the user
experience when they need additional assistance or services, including transaction
security and personal data privacy.
Security in Transactions
The security indicator in transactions (SERV1) recorded a gap of -1.3. Although
Shopee has provided a variety of secure payment methods, including payments via credit
cards, e-wallets, and bank transfers, some users still feel unfully confident in the security
of their transactions. This can be due to a lack of clear information regarding the security
protocols used by Shopee, or user concerns about potential data leaks.
To overcome this, Shopee needs to be more proactive in providing information
about the security measures implemented on its platform. In addition, introducing two-
factor authentication and end-to-end encryption for financial transactions can increase
users' sense of security in making transactions.
Shopee can remedy this by encouraging sellers to provide more detailed and clear
product descriptions, including information about product specifications, features, and
benefits. In addition, increasing trust in the information presented can be done by
providing clearer and more transparent seller verification, so that users feel more
confident when making purchases.
Service Interaction Dimension
The dimension of service interaction is one of the most important dimensions in
measuring the quality of an e-commerce website, as it relates directly to the user
experience when they need additional assistance or services, including transaction
security and personal data privacy.
Security in Transactions
The security indicator in transactions (SERV1) recorded a gap of -1.3. Although
Shopee has provided a variety of secure payment methods, including payments via credit
cards, e-wallets, and bank transfers, some users still feel unfully confident in the security
of their transactions. This can be due to a lack of clear information regarding the security
protocols used by Shopee, or user concerns about potential data leaks.
To overcome this, Shopee needs to be more proactive in providing information
about the security measures implemented on its platform. In addition, introducing two-
factor authentication and end-to-end encryption for financial transactions can increase
users' sense of security in making transactions.
Conclusion
Based on the results of the research, several strategic recommendations can be taken
by Shopee managers to improve the quality of their website services, namely, Shopee
needs to optimize several important aspects to improve user experience and strengthen its
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4765
providing clearer and more transparent seller verification, so that users feel more
confident when making purchases.
Service Interaction Dimension
The dimension of service interaction is one of the most important dimensions in
measuring the quality of an e-commerce website, as it relates directly to the user
experience when they need additional assistance or services, including transaction
security and personal data privacy.
Security in Transactions
The security indicator in transactions (SERV1) recorded a gap of -1.3. Although
Shopee has provided a variety of secure payment methods, including payments via credit
cards, e-wallets, and bank transfers, some users still feel unfully confident in the security
of their transactions. This can be due to a lack of clear information regarding the security
protocols used by Shopee, or user concerns about potential data leaks.
To overcome this, Shopee needs to be more proactive in providing information
about the security measures implemented on its platform. In addition, introducing two-
factor authentication and end-to-end encryption for financial transactions can increase
users' sense of security in making transactions.
Shopee can remedy this by encouraging sellers to provide more detailed and clear
product descriptions, including information about product specifications, features, and
benefits. In addition, increasing trust in the information presented can be done by
providing clearer and more transparent seller verification, so that users feel more
confident when making purchases.
Service Interaction Dimension
The dimension of service interaction is one of the most important dimensions in
measuring the quality of an e-commerce website, as it relates directly to the user
experience when they need additional assistance or services, including transaction
security and personal data privacy.
Security in Transactions
The security indicator in transactions (SERV1) recorded a gap of -1.3. Although
Shopee has provided a variety of secure payment methods, including payments via credit
cards, e-wallets, and bank transfers, some users still feel unfully confident in the security
of their transactions. This can be due to a lack of clear information regarding the security
protocols used by Shopee, or user concerns about potential data leaks.
To overcome this, Shopee needs to be more proactive in providing information
about the security measures implemented on its platform. In addition, introducing two-
factor authentication and end-to-end encryption for financial transactions can increase
users' sense of security in making transactions.
Conclusion
Based on the results of the research, several strategic recommendations can be taken
by Shopee managers to improve the quality of their website services, namely, Shopee
needs to optimize several important aspects to improve user experience and strengthen its
Shopee E-Commerce Website Quality Analysis Based on User Perception Using the Webqual
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4766
position as the leading e-commerce platform in Southeast Asia. Improved design and
navigation of a more modern and intuitive interface can make it easier for users to
navigate the platform. In addition, real-time updates of product information regarding
stock and prices will help prevent user dissatisfaction. Shopee also needs to improve
customer service, both with the addition of staff and technology such as advanced
chatbots, to answer customer needs faster. Finally, increased security and transparency
regarding transactions and protection of personal data will strengthen user trust in this
platform. Through these efforts, Shopee is expected to be able to provide a better
shopping experience and maintain the loyalty of its users amid fierce e-commerce
competition.
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4766
position as the leading e-commerce platform in Southeast Asia. Improved design and
navigation of a more modern and intuitive interface can make it easier for users to
navigate the platform. In addition, real-time updates of product information regarding
stock and prices will help prevent user dissatisfaction. Shopee also needs to improve
customer service, both with the addition of staff and technology such as advanced
chatbots, to answer customer needs faster. Finally, increased security and transparency
regarding transactions and protection of personal data will strengthen user trust in this
platform. Through these efforts, Shopee is expected to be able to provide a better
shopping experience and maintain the loyalty of its users amid fierce e-commerce
competition.
Fatihatul Khairan, Wing Wahyu Winarno, Asro Nasri
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4767
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Kusumawati, N. A., Mursityo, Y. T., & Rusydi, A. N. (2021). Evaluasi Kualitas Website
Prasetya Online Universitas Brawijaya menggunakan Metode Webqual 4.0
Modifikasi dan Importance Performance Analysis (IPA). Jurnal Pengembangan
Teknologi Informasi Dan Ilmu Komputer, 5(5), 1713–1720.
Masthori, A., Nugroho, H. A., & Ferdiana, R. (2016a). Penggunaan Metode Webqual
Modifikasi dalam Evaluasi Kualitas Layanan Website Pemerintah Daerah The Use
of Modified Webqual Method in Evaluation of Website Service Quality of Local
Government. Jurnal Pekommas, 1(1), 57–68.
Masthori, A., Nugroho, H. A., & Ferdiana, R. (2016b). The use of modified webqual
method in evaluation of website service quality of local government (penggunaan
metode webqual modifikasi dalam evaluasi kualitas layanan website pemerintah
daerah). Pekommas, 1(1), 57–68.
Nurlindah, N., Mustami, M. K., & Musdalifah, M. (2020). Manajemen Pendidik Dan
Tenaga Kependidikan Dalam Meningkatkan Mutu Pendidikan. Idaarah, 4(1), 40–
51. https://doi.org/10.24252/idaarah.v4i1.13893
Pamungkas, R., & Saifullah, S. (2019). Evaluasi Kualitas Website Program Studi Sistem
Informasi Universitas PGRI Madiun Menggunakan Webqual 4.0. INTENSIF:
Jurnal Ilmiah Penelitian Dan Penerapan Teknologi Sistem Informasi, 3(1), 22–31.
Pratiwi, D. E., Hanggara, B. T., & Maghfiroh, I. S. E. (2022). Analisis Kualitas Website
MAN 2 Kota Serang menggunakan Metode Webqual 4.0 dan Importance
Performance Analysis (IPA). Jurnal Pengembangan Teknologi Informasi Dan Ilmu
Komputer, 6(11), 5438–5445.
Riyanto, R. E., & Bachri, O. S. (2019). Analisis pengukuran kualitas website terhadap
kepuasan pengguna berdasarkan webqual 4.0. Jurnal Ilmiah Intech: Information
Technology Journal of UMUS, 1(01), 89–97.
Sembodo, F. G., Fitriana, G. F., & Prasetyo, N. A. (2021). Evaluasi Usability Website
Shopee Menggunakan System Usability Scale (SUS). Journal of Applied
Informatics and Computing, 5(2), 146–150.
Sutrisno, S., Andre, H. L., & Susilawati, S. (2021). The analysis of the facilities and ICT
applications usage by the university’s students. Journal of Physics: Conference
Series, 1793(1), 12050.
Utomo, M. K. A., & Tambotoh, J. J. C. (2023). Analisis Kepuasan Pengguna Pada
Website Registrasi Pendakian Taman Nasional Gunung Merbabu dengan Metode
Webqual 4.0. JURIKOM (Jurnal Riset Komputer), 10(1), 276–286.
Wibowo, S., Setyanto, A., & Nasiri, A. (2018). Analisis Kualitas Website Universitas
Amikom Yogyakarta Berdasarkan Persepsi Pengguna Internal Menggunakan
Shopee E-Commerce Website Quality Analysis Based on User Perception Using the Webqual
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4768
Metode Webqual Modifikasi. Semnasteknomedia Online, 6(1), 2–13.
Method
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 4768
Metode Webqual Modifikasi. Semnasteknomedia Online, 6(1), 2–13.