PENGARUH KUALITAS PELAYANAN ELEKTRONIK DAN PEMASARAN SEKTOR PUBLIK TERHADAP KEPUASAN PENGGUNA SISTEM PERIZINAN BERUSAHA BERBASIS RISIKO PADA DINAS PENANAMAN MODAL DAN PELAYANAN TERPADU SATU PINTU (DPMPTSP) KABUPATEN OGAN KOMERING ILIR

YANTO, ADI and Muhammad Sobri, Kiagus and Leonardo, Andries (2024) PENGARUH KUALITAS PELAYANAN ELEKTRONIK DAN PEMASARAN SEKTOR PUBLIK TERHADAP KEPUASAN PENGGUNA SISTEM PERIZINAN BERUSAHA BERBASIS RISIKO PADA DINAS PENANAMAN MODAL DAN PELAYANAN TERPADU SATU PINTU (DPMPTSP) KABUPATEN OGAN KOMERING ILIR. Masters thesis, Sriwijaya University.

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Abstract

This study aims to analyse the effect of electronic service quality and public sector marketing on user satisfaction of the OSS RB application. The theory used by this study are using E-Service Quality theory which consists of the dimensions of fulfilment, system availibility, privacy and 4PS Marketing Mix Theory with the dimensions of Product, Prices, Place, and Promotion and measure the level of satisfaction using the Net Promoter Score (NPS). The population in the study were permit applicants through the OSS RB system at the One-Stop Investment Licensing Service (DPMPTSP) of Ogan Komering Ilir Regency in 2022 as many as 2,000 customers. The sample size of 100 people was calculated using the slovin formula. Explanatory descriptive research type with a quantitative approach were used by this study. Data were analysed using descriptive statistical tests and inferential analysis. While the hypothesis was tested with a partial test (t) and simultaneous test (f) and the level of satisfaction was tested with the Net Promoter Score (NPS) scale. Based on measurements, the NPS value obtained is 77 with the NPS Leader / Excellent category. This means that respondents are satisfied and will suggest the OSS RB application to others. Based on the analysis, electronic service quality variables and public sector marketing were effect on public satisfaction (Y) is quite high, which is 88.7%. Simultaneously, all variables simultaneously have a significant effect on public satisfaction, but partially the product and price dimensions have an insignificant effect. This is because the OSS RB application product dimension is still considered confusing due to the many features and the response to complaints that have not been maximised. From the findings, it is recommended that the DPMPTSP of OKI Regency provide assistance, training, workshops, free internet, incentives, rewards to service users who carry out the licensing process through the OSS RB application more than once, ball pick-up services and provide other conveniences to increase service user satisfaction. Keywords: E Service Quality, Public Sector Marketing, OSS RB, Net Promoter Score

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Pemasaran Sektor Publik, Kualitas Pelayanan Elektronik, Kepuasan Net Promotter Score
Subjects:	J Political Science > JJ Political institutions and public administration (North America)
Divisions:	07-Faculty of Social and Politic Science > 63101-Public Administration (S2)
Depositing User:	Adi Yanto
Date Deposited:	05 Aug 2024 02:18
Last Modified:	05 Aug 2024 02:18
URI:	http://repository.unsri.ac.id/id/eprint/153845

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