Analisis Kepuasan Pengguna Aplikasi WhatsApp Menggunakan Metode WebQual 4.0 Dan IPA

Abstract

WhatsApp application is a digital communication platform operating in the field of information and communication services. Its service provides instant messaging, voice calls, video calls, and document sharing features to facilitate interaction among users. One of the main factors in maintaining the existence of the WhatsApp application is the level of user satisfaction. User satisfaction can be measured objectively through system quality evaluation based on the real perception and expectation of the community. To assess the quality of these services in a measurable manner, a quantitative study was coducted using Webqual 4.0 and Importance Performance Analysis (IPA) methods as research instruments. The data collection method in preparing this Final Project used a structured questionnaire distributed to a sample of respondents, supported by observation and literature review. The data analysis method used was quantitative analysis with statistical testing, which includes validity testing, reliability testing, conformity analysis, and gap analysis. This study performed quantification stages by measuring numerical data on Webqual 4.0 dimensions, namely Usability, Information Quality, and Service Interaction Quality, which were further mapped into the IPA Cartesian diagram. This quantitative analysis is crucial to be conducted because it generates accurate and measurable data regarding which service attributes become the main priority to be improved or maintained. By conducting this quantitative analysis, the resulting impact is the availability of real data-based recommendations for improving the quality of WhatsApp application services to maintain user loyalty sustainably.