Evaluasi Multidimensi Kualitas Website Berdasarkan Popularitas, Kinerja Teknis, dan Persepsi Pengguna: Studi Komparatif Toyota dan Honda
DOI:
https://doi.org/10.54065/artificial.2052Keywords:
Kualitas Website, Popularitas Website, Similarweb, Website Grader, WebQual 4.0Abstract
Evaluasi kualitas website perusahaan otomotif perlu mempertimbangkan popularitas, kinerja teknis, dan persepsi pengguna karena ketiga aspek tersebut memberikan gambaran yang berbeda mengenai efektivitas website. Penelitian ini bertujuan membandingkan popularitas dan kualitas website Toyota dan Honda menggunakan Similarweb, Website Grader, dan WebQual 4.0. Penelitian menggunakan pendekatan kuantitatif deskriptif-komparatif. Data popularitas diperoleh melalui Similarweb dengan periode pengamatan November 2024, sedangkan kualitas teknis dievaluasi menggunakan Website Grader. Persepsi pengguna dikumpulkan melalui kuesioner WebQual 4.0 yang melibatkan 129 responden dan dianalisis menggunakan regresi linear berganda. Hasil menunjukkan bahwa website Toyota mencatat 4.480.000 kunjungan, lebih tinggi dibandingkan Honda sebanyak 370.228 kunjungan. Toyota juga memperoleh skor Website Grader sebesar 76, sedangkan Honda memperoleh skor 72. Namun, Honda menunjukkan performa teknis lebih baik dengan waktu pemuatan 21,9 detik dibandingkan Toyota 23,6 detik. Berdasarkan WebQual 4.0, Toyota memperoleh nilai rata-rata lebih tinggi pada dimensi usability dan kualitas informasi, sedangkan Honda unggul pada kualitas interaksi layanan dan kesan keseluruhan. Analisis regresi menunjukkan bahwa kualitas interaksi layanan berhubungan signifikan dengan kesan keseluruhan pada kedua website. Penelitian ini menyimpulkan bahwa Toyota dan Honda memiliki keunggulan yang berbeda sehingga evaluasi website perlu mengintegrasikan indikator popularitas, kualitas teknis, dan persepsi pengguna sebagai dasar penentuan prioritas perbaikan.
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