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All Journal Zero : Jurnal Sains, Matematika, dan Terapan
Nayla Nur Alifah
School of Data Science, Mathematics, and Informatics, IPB University, Bogor, 16680, Indonesia
Agriculture, Biological Sciences & Forestry Chemistry Mathematics Physics

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Analysis of Online Marketplace user Satisfaction using SERVQUAL, Quality Function Deployment, and Mixed Integer Linear Programming Nayla Nur Alifah; Toni Bakhtiar; Jaharuddin Jaharuddin
ZERO: Jurnal Sains, Matematika dan Terapan Vol 10, No 2 (2026): Zero: Jurnal Sains Matematika dan Terapan
Publisher : UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/zero.v10i2.30035

Abstract

This study analyzes and optimizes user satisfaction in online marketplaces by integrating SERVQUAL, the Kano Model, Quality Function Deployment (QFD), and Mixed Integer Linear Programming (MILP). Data were collected from 167 Shopee users, with 107 valid responses analyzed. SERVQUAL measured service quality dimensions, the Kano Model derived satisfaction and dissatisfaction parameters, QFD translated user requirements into internal service measures, and MILP selected optimal improvement alternatives under an IDR 90,000,000 budget constraint. The results show that assurance had the highest SERVQUAL weight (0.207), followed by tangibility (0.201), reliability (0.200), empathy (0.198), and responsiveness (0.195). The Pearson correlation based HoQ approach selected customer service training, automatic delivery update features, and feedback completion incentives, with a total cost of IDR 85,000,000 and a deviation value of 0.191. These findings provide scenario based decision support to improve the quality of marketplace services.
Co-Authors Jaharuddin Jaharuddin Toni Bakhtiar