p-ISSN: 2723-660 e-ISSN: 2745-5254
Vol. 5, No. 11 November 2024 http://jist.publikasiindonesia.id/
Jurnal Indonosia Sosial Teknologi, Vol. 5, No. 11, November 2024 5503
Analysis of Service Quality of Mitra Mart Online Vegetable
Store Using E-Servqual & Importance Performance Analysis
(IPA) Method
Fahrobby Adnan
1*
, Katarina Leba
2
, Beny Prasetyo
3
Universitas Jember, Indonesia
Email: fahrobby@unej.ac.id
1*
*Correspondence
ABSTRACT
Keywords: LMS; TRAM;
Lecturer; East Java
The implementation of online learning necessitates the provision
of adequate IT infrastructure support and the dissemination of
awareness among all relevant parties, including lecturers,
students, and parents. The prevailing pandemic situation has
underscored the necessity for such measures encourages the
adoption of online learning. Learning Management System
(LMS), often referred to as e-learning, plays an important role in
facilitating this transition. Another critical aspect to consider is
user readiness and acceptance. The Technology Readiness and
Acceptance Model (TRAM) is a method that can be used to
analyze these factors. This study utilizes TRAM to evaluate the
readiness and acceptance of LMS, focusing specifically on
lecturer users in the East Java Province area, encompassing both
public and private universities. The purpose of this article is to
assess the level of readiness and acceptance of LMS among
lecturers in East Java and to identify factors influencing their
adoption. The findings reveal that the level of readiness among
lecturers in adopting LMS tends to be low. Furthermore, several
hypotheses related to the use of LMS by lecturers are explored,
providing insights into the factors influencing technology
adoption in higher education.
Introduction
Improving service quality and satisfying consumers is a unity that is the goal for
every company (Chen & Li, 2010; Erica & Al Rasyid, 2018). Mitramart is one of the
agribusiness-based MSMEs engaged in the sale of vegetables, fruits, and agricultural
products from Jember Regency which markets its products through e-commerce with the
address mitra-mart.com. Mitramart was established with the aim of helping local Jember
Regency farmers market their crops at competitive prices. Mitra Mart plays an important
role in helping to strengthen agribusiness, especially focusing on the sale of vegetable
and agricultural products. This concept is in line with the principle of Sustainable
Agribusiness which encourages the sale of agricultural products at competitive and
sustainable prices.
This research will evaluate the quality of Mitramart services (mitra-mart.com)
using the E-Servqual method proposed by Parasuraman & Colby (2015) and Importance
Performance Analysis (IPA) proposed by Martilla & James (1977). The E-Servqual
Fahroby Adnan, Katarina Leba, Beny Prasetyo
Jurnal Indonosia Sosial Teknologi, Vol. 5, No. 11, November 2024 5504
method is a service quality measurement method that connects the views of customers
and service providers regarding electronic service quality, and is a good basis for
understanding, measuring and improving the quality of e-commerce services, known as
a method that analyzes the causes of a service problem and to find out how service quality
can be improved (Astuti and Salisah, 2016). The measurement results using the E-
Servqual method will get a gap value which is then analyzed using the IPA method to
identify attributes that need to be given priority improvement recommendations. The IPA
method is a method for measuring the quality of a service in terms of users based on an
assessment analysis at the level of expectations (Importance) (Martilla and James, 1977).
This study aims to evaluate the quality of Mitramart services (mitra-mart.com) by
applying the E-Servqual method and Importance Performance Analysis (IPA).
Specifically, the objective is to identify service quality gaps and provide priority
recommendations for improvements to enhance user satisfaction.
Research Methods
E-Servqual
Electronic Service Quality (E-Servqual) is a part of Servqual that discusses the
quality of internet-based services (Hastuti, 2021). E-Servqual can be defined as the extent
to which a website facilitates efficient and effective shopping, purchasing, and delivery
of products and services (Komharudin et al., 2021). E-service quality can be defined as
an extension of a website's ability to facilitate shopping, purchasing, and distribution
activities in an effective and efficient manner. E-service quality that is good and in
accordance with what customers want proves that the company aims to increase customer
satisfaction (Saodin, 2021). There are seven dimensions of E-Servqual including four
core dimensions of efficiency, fulfillment, system availability, privacy, and three
recovery dimensions of responsiveness, compensation, contact (Parasuraman et al.,
2005).
Table 1. Variables and Attributes
Variable
Attributes
Efficiency
Ease of site search for customer needs
Ease of browsing anywhere on the site
Ease of quick transactions
Information on the site is well organized
Site can load pages quickly
Easy to use site
Site allows customers to access it quickly
Well-organized site
Fulfillment
The site provides an estimated time that the goods can be
received
The site always provides goods for delivery within the
appropriate timeframe
The company quickly delivers what the customer ordered
The company delivers the ordered goods
The actual stock of goods corresponds to the information
on the availability of goods on the site
The company is honest in offering products or services
Provide accurate promise in product delivery
System Availability
Site is always available for transactions anywhere and
anytime
Analysis of Service Quality of Mitra Mart Online Vegetable Store Using E-Servqual &
Importance Performance Analysis (IPA) Method
Jurnal Indonosia Sosial Teknologi, Vol. 5, No. 11, November 2024 5505
Site can be launched and running properly
Site does not crash or break
Pages on the site do not freeze or crash after entering order
information
Privacy
The site protects information about customers' shopping
behavior and shopping history
Site does not share customer information with other sites
Site protects information about customer credit card
information
Responsiveness
The company provides convenient options for returning
goods
Site handles product purchases well
Site offers a guarantee or warranty
The company tells customers what to do if the transaction
is not processed
The company handles problems promptly
Compensation
The site informs customers about compensation for a
problem they have caused
The company provides compensation if the customer's
order does not arrive on time
The company refunds the transaction costs of goods that
cannot be shipped
Contact
The site provides a phone number to contact the company
Site has customer service representatives available online
The company offers help via live chat if there is a problem
Importance Performance Analysis
The Importance-Performance Analysis method is a quadrant analysis model used to
determine the perceived relationship between performance and interests related to the
services provided. This method is also able to analyze marketing aspects which provide a
focus for developing marketing strategies, through analysis of the four quadrants presented
(Martilla & James, 1977) (Manley et al., 2021). In this method, it can be seen the level of
customer perception of the performance of a service provided by the provider and can find
out how much the company understands customer interests in the services provided
(Nugraha et al., 2018).
Figure 2. IPA Quadrant Cartesian Diagram
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Quadrant I: In this quadrant, statements or attributes are considered to be needed by
users, but are still worth less for user expectations. The company has not done according
to customer interests, often customers feel disappointed with the performance provided
not in accordance with the required interests (Natassia, 2012) (Liang et al., 2022).
Quadrant II: In the second quadrant, the attributes shown between the interests and the
resulting performance have a high value as well as the implementation based on the
user's perspective. The company has provided performance on existing attributes in
accordance with the interests of users, so that the attributes included in the second
quadrant get the designation "maintain achievement" because the performance and
importance of both have a high value and need to be maintained.
Quadrant III: This quadrant has a relatively low user usability value and low user
expectations. The lowest value is in this quadrant for users and the performance
provided by the company is also ordinary. The results assessed have a low level of
importance and expectations, so it is necessary to reconsider making improvements by
looking at the importance of attributes and the influence felt by users.
Quadrant IV: This part of the quadrant has an importance value that is less needed
which is classified as low but the performance provided by the company is high in other
words it has an excessive value, so users consider it unnecessary and excessive. Users
consider the attributes in this quadrant not to be needed in the interests of users, but the
implementation or performance provided by the company is excessive, this is
considered less important but has a satisfied value (Natassia, 2012).
Results and Discussion
Respondents
The study's respondents were 400 active lecturers utilizing e-learning/LMS at both
state and private universities in East Java. The characteristics of the respondents included
institutional status, gender, and city/region. Making questionnaires is done utilizing
Google Form media, so that filling out the questionnaire can be done online. The
distribution of questionnaires utilizes the forum/group of lecturers both through Facebook
and Instagram social media.
Figure 2. Distribution of respondents by gender
Instrument Test
1. Validity Test
The validity test in this study uses a significant level of 95% and an error of 5% (0.05)
so that the research instrument used has an accuracy level of 95% and an error level
of 5%. The r table value is obtained through the r table by calculating the total sample
used to test the instrument, namely as many as (N) = 30, then the degree of freedom
Analysis of Service Quality of Mitra Mart Online Vegetable Store Using E-Servqual &
Importance Performance Analysis (IPA) Method
Jurnal Indonosia Sosial Teknologi, Vol. 5, No. 11, November 2024 5507
(df) = N-2, namely 28 (for a df value of 28 and a significance level for a two-way
test of 0.05% = 0.3610).
Table 2. Validity Test Results
Indicator
Calculated r
value
Table r
value
OPT1
0,852
0,3610
OPT2
0,947
0,3610
OPT3
0,873
0,3610
INN1
0,850
0,3610
INN2
0,850
0,3610
INN3
0,889
0,3610
INN4
0,669
0,3610
PU1
0,865
0,3610
PU2
0,787
0,3610
PU3
0,773
0,3610
PU4
0,856
0,3610
PU5
0,775
0,3610
PU6
0,794
0,3610
PEOU1
0,902
0,3610
PEOU2
0,968
0,3610
PEOU3
0,932
0,3610
PEOU4
0,902
0,3610
ITU1
0,886
0,3610
ITU2
0,762
0,3610
DISC1
0,856
0,3610
DISC2
0,807
0,3610
DISC3
0,866
0,3610
DISC4
0,928
0,3610
INS1
0,829
0,3610
INS2
0,902
0,3610
INS3
0,752
0,3610
2. Reliability Test
The reliability of the research instrument was evaluated using the Chronbach's Alpha
method. The threshold for determining the reliability of a measuring instrument is a
Chronbach's Alpha value exceeding 0.6. The results of the reliability test on the
research instrument are presented in Table 3.
Table 3. Reliability Test
Variables
Cronbachs
Alpha
Value
Critical
Value
Description
Optimism
0,871
0,6
Reliable
Innovativeness
0,832
0,6
Reliable
Perceived
Usefulness
0,894
0,6
Reliable
Perceived
Ease Of Use
0,924
0,6
Reliable
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Jurnal Indonosia Sosial Teknologi, Vol. 5, No. 11, November 2024 5508
Intention to
Use
0,719
0,6
Reliable
Discomfort
0,882
0,6
Reliable
Insecurity
0,772
0,6
Reliable
Data Analysis
1. Readiness Level Analysis using TRI
The questionnaire used in this study amounted to 14 statements with details,
optimism variables with 3 statements, innovativeness variables with 4 statements,
discomfort variables with 4 statements, and insecurity variables with 3 statements. Data
from questionnaire statements are grouped according to 4 research variables in order to
obtain the overall value of each variable in the form of a mean value. Especially for values
that have negatively-keyed items, the values must be reversed. What is meant by
negatively-keyed items are negative questionnaire statements such as discomfort and
insecurity. Based on the calculations that have been carried out, the TRI total score
described in Table 4 has been obtained.
Table 4. Results of Total TRI Score
Variables
Score
Optimism
0,7119
Innovativeness
0,7658
Discomfort
0,6911
Insecurity
0,7031
TRI Total Score
2,8719
In accordance with the categorization outlined in reference (Parasuraman, 2000),
and with due consideration to the results of the TRI value as presented in Table 4, it can
be posited that the level of readiness of users (lecturers at both state and private
universities in East Java) in using LMS is in the Low Technology Readiness category (=<
2.89). The Low Technology Readiness category can be interpreted that the level of user
readiness in adopting the use of LMS by lecturers at state and private universities in East
Java tends to be low (Balakrishnan et al., 2021; Cimbaljević et al., 2024; Godoe &
Johansen, 2012). The level of readiness on each TRI variable in this study can be seen in
Table 5.
Table 5. Readiness level on each TRI variable
Variables
Code
Mean
Readiness Level
Optimism
OPT1
2,9575
Medium
OPT2
2,8550
Low
OPT3
2,7300
Low
Innovativeness
INN1
3,0100
Medium
INN2
3,0900
Medium
INN3
3,0925
Medium
INN4
3,0600
Medium
Discomfort
DISC1
2,6050
Low
DISC2
2,4250
Low
DISC3
2,9875
Medium
Analysis of Service Quality of Mitra Mart Online Vegetable Store Using E-Servqual &
Importance Performance Analysis (IPA) Method
Jurnal Indonosia Sosial Teknologi, Vol. 5, No. 11, November 2024 5509
DISC4
3,0396
Medium
Insecurity
INS1
2,8300
Low
INS2
2,8300
Low
INS3
2,7775
Low
2. Structural Model Analysis
The model structure was analyzed in this study through path coefficient (β)
testing. The boostrapping method was employed to test the research hypotheses at a
significance level of 5% (0.05) using path coefficient testing. The hypothesis will be said
to be significant if it has a t-statistic greater than 1.96 (Hair et al., 2011). Meanwhile, to
determine the positive or negative relationship of a variable is to look at the original
sample value in https://jist.publikasiindonesia.id/index.php/jist/user/register?source=the
path coefficient table after the boostrapping process, if the resulting value is positive then
the variable relationship can be said to be positive and vice versa. The results of the
analysis can be seen in table 6.
Table 6. Conclusion of Path Coefficients Test Results
Original
Sample
T Statistics
Critical
Value
Description
DISC -> PEOU
0.202
5.591
1.96
Positive and Significant
DISC -> PU
-0.078
1.803
1.96
Negative and Not Significant
INN -> PEOU
0.679
18.962
1.96
Positive and Significant
INN -> PU
0.134
2.879
1.96
Positive and Significant
INS -> PEOU
-0.080
2.211
1.96
Negative and Significant
INS -> PU
0.311
3.796
1.96
Positive and Significant
OPT -> PEOU
0.077
2.011
1.96
Positive and Significant
OPT -> PU
0.538
7.710
1.96
Positive and Significant
PEOU -> ITU
0.044
0.719
1.96
Positive and Not Significant
PU -> ITU
0.513
9.157
1.96
Positive and Significant
Hypothesis Test Results
Based on the results of the path coefficients in Table 21, it is found that of the 10
hypotheses used in the study, 6 hypotheses are accepted and 4 hypotheses are rejected.
The accepted hypotheses are as follows:
a. H1: Optimism (OPT) has a positive and significant effect on Perceived Ease of Use
(PEOU).
b. H2: Optimism (OPT) has a positive and significant effect on Perceived Usefulness
(PU).
c. H3: Innovativeness (INN) has a positive and significant effect on Perceived Ease
of Use (PEOU).
d. H4: Innovativeness (INN) has a positive and significant effect on Perceived
Usefulness (PU).
e. H7: Insecurity (INS) has a negative and significant effect on Perceived Ease of Use
(PEOU)
f. H10: Perceived Usefulness (PU) has a positive and significant effect on Intention
to Use (ITU).
While the rejected hypotheses are:
Fahroby Adnan, Katarina Leba, Beny Prasetyo
Jurnal Indonosia Sosial Teknologi, Vol. 5, No. 11, November 2024 5510
a. H5: Discomfort (DISC) has a negative and significant effect on Perceived Ease of
Use (PEOU).
b. H6: Discomfort (DISC) has a negative and significant effect on Perceived
Usefulness (PU)
c. H8: Insecurity (INS) has a negative and significant effect on Perceived Usefulness
(PU)
d. H9: Perceived Ease of Use (PEOU) has a positive and significant effect on Intention
to Use (ITU).
Discussion
Of the 4 influences of user readiness, only the hypothesis with the relationship
between the influence of optimism (OPT) and innovativeness (INN) on perceived
usefulness (PU) is accepted, so it can be explained that if there is an increase in self-
confidence (optimism) and innovative attitude (innovativeness) of the lecturers, the
lecturers' perceptions of the usefulness of the system (e-learning/LMS) to support the
lecture process will also increase significantly (Hallikainen & Laukkanen, 2016).
Of the four effects of user readiness, only the hypothesis concerning the
relationship between the effect of discomfort (DISC) and perceived ease of use (PEOU) is
rejected. This allows us to posit that an increase in self-confidence (optimism) and
innovative attitudes among lecturers (innovativeness) will also lead to a significant
increase in lecturers' perceptions of the ease of using the system (e-learning/LMS).
Furthermore, an increase in the insecurity associated with the use of the system (e-
learning/LMS) will result in a notable decline in the perceived ease of use of the system
(e-learning/LMS).
Conclusion
The findings of this research indicate that perceived usefulness (PU) has a positive
and statistically significant impact on intention to use (ITU). Therefore, an increase in the
lecturers' perception of the benefits of using the system (e-learning/LMS) will
significantly affect their interest in using the system (e-learning/LMS). The hypothesis
that perceived ease of use has a positive and significant effect on intention to use was
rejected. Therefore, an increase in the perception of ease of use of the system (e-
learning/LMS) is not a significant factor in increasing the lecturers' interest in using the
system (e-learning/LMS).
This research has several limitations that need to be acknowledged. First, the sample
size, while adequate, focuses solely on lecturers in East Java, which may limit the
generalizability of the findings to other regions or academic contexts. Additionally, the
study only evaluates lecturer perspectives without considering other stakeholders such as
students or administrators. Future research could expand the sample size to include
diverse geographical regions and academic roles, as well as explore the impact of LMS
features on student outcomes. Moreover, incorporating longitudinal studies could provide
insights into the long-term adoption trends and effects of LMS use in education
Analysis of Service Quality of Mitra Mart Online Vegetable Store Using E-Servqual &
Importance Performance Analysis (IPA) Method
Jurnal Indonosia Sosial Teknologi, Vol. 5, No. 11, November 2024 5511
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