Analysis The Quality Of Service And Effectiveness E-Commerce Auy Publisher Using The Method E-Servqual

This research aims to analyze the quality of the service and the effectiveness of Ecommerce. This research uses a quantitative approach. Data analysis using the pras test test validity and reliability as well as a test of normality. At this stage of the analysis of data with calculations e-servqual will get the service quality level e-Commerce and the calculation of e-Commerce It can also analyze the priority of each service attribute that needs to be fixed or not. The questionnaire will be filled is given to respondents with Nonprobability Sampling technique. This study use 46 participant. The Total value of Electronic Service Quality (TESQ) obtained from the results of the calculation of the gap between perception and expectation is positive, the results obtained are 0226. This means that the customer’s expectations of the service e-Commerce in larger AUY Publisher from the Ministry obtained this time, so that the service provided is still not satisfying customers and has not been effective (X2 ).


INTRODUCTION
The value of trading via internet in Indonesia among year 2009 was more than $ 3.4 billion or approximately $ 44 trillion. The number of internet users reached 17 million and the value of e-Commerce who also reached 3.4 billion u.s. dollars of this rated as a potential online market and that number continues to grow in the next years (Darmawan and Chandrataruna, 2009).
The potential market is perceived by the leadership of Publisher AUY. Publishers book publishing company AUY that focus to books in the field of health. The Publisher has a distinctive market AUY, i.e. student health sciences clumps. Health Sciences student belongs to a group of students who did not have a lot of spare time. A dense lecture activities, tasks, as well as the practice of confiscating most of their time. Need for books is high especially with the enactment of the method of learning Problem Based Learning (PBL) that requires self-study. This condition becomes a market opportunity for Publishers AUY to present their products on the market e-Commerce in order to be easy to reach the target market because of the kodisi, the Publisher of the AUY make a e-Commerce, which is currently e-Commerce has been running for about 1 year.
Publishers should be able to make the AUY customers to buy its products. Ability to understand customer satisfaction and how to make a buying decision is absolutely required. The main factors of customer satisfaction is the perception of the quality of customers service/service (Zeithamal and Bitner, 2006). Previous research tells us that the quality of service is an important indicator of customer satisfaction (Spreng and Machoy, 1996).
Model quality services are the most popular and up to now many made reference in research management and marketing services is a model Service Quality (Servqual) developed by Parasuraman, Zeithaml and Berry, (1985-1994) (Tjiptono and Chandra, 2016. Method Servqual This later developed into e-Servqualessentially, this model is an adaptation and expansion of the model Servqual into the context of the online shopping experience. The measurement of service quality in the model e-Servqual This is based on a multiple-item scale designed to measure the expectations and perceptions of customers, as well as the gap between the two main dimensions of 7 (efficiency, reliability, fulfillment, privacy, responsiveness, compensation, and contacts) (Tjiptono and Chandra, 2016:178). the Seven main dimensions are translated into the respective detailed attributes for the variable variable expectations and perceptions, compiled statements based on Likert scale, from 1 (strongly disagree) to 5 (strongly agree). Quality evaluation of services using a model Servqual includes calculation of the difference between the value given the customers for each pair of statements relating to expectations and perception (Tjiptono and Chandra, 2016:159).
In General, analysis is the investigation against an event (bouquet, deeds, etc.) to know the actual state of Affairs (causes, sat subjects, and so on); or a tree decomposition of various his share and review the section itself and the relationship from to obtain the proper understanding and the understanding of the meaning of the whole. He describes it as a thinking activity analysis to elaborate a whole into component so that it can recognize the signs of the components, their relationship to each other and their respective functions in one integrated whole ( He and Yooke, 2000). Goetsch and Davis (2010) in Tjiptono (2016) defines quality as the dynamic conditions relating to a product, service, human resources, processesandenvironments that meet or exceed expectations. Quality is a function of costs where costs can be lowered with the repair process or the reduction of variation in the product or variations in the process (Tjiptono and Chandra, 2016:115).
Quality of service is the company's understanding about customers to create superior value for customers on an ongoing basis (Taylor, 2001). Every company vying improve service to its customers in order to seize the market. Quality of service is one of the keys to success for the company in the face of the increasingly keen competition era (sustainable and Mufattahah, 2009 , the increasing number of organisations and peng-to theconnect to the internet, and muncunya a variety of web-based application development technologies. So then congressional repair of difinisi e-commerce. e-commerce is defined as all forms of processthe exchange of information between organizations and stakeholder-based electronic media network that connects to the internet (I Putu Agus Eka Pratama, 2015:2).
Model quality services are the most popular and up to now many made reference in research management and marketing services is a model Service Quality (Servqual) developed by Parasuraman, Berry (1985-1994). Through a survey done by Parasuraman, Zeithaml andBerry set a dimension to measure the quality of a service, where the dimensions are then known by the name of Servqual in ten dimensions (James Jiang, Gary Klein: 2002).

Atik Budi Paryanti 28
Figure 1. Groove activities on E-Commerce (Source: I Putu Agus Eka Pratama, 2015:8) In its development then the tenth, the component in compress into five dimensions which became a reference for measurements in do Customer against IE (James Jiang, Gary Klein: 2002) Reliability, The ability to have better performance in its mainstay can andaccurate.Assurance, The ability of the members to give rise to a sense of believe and securely to customers. Tangibles, The visible aspect of the mass physical equipment and personnelthe officer. Empathyincludes kepedullian as well as individual attention to ourusers.Responsiveness, i.e. the willingness to assist participants andgiving proper attention.
Model servqual there are 5the main gap, i.e., the knowledge gap, gap, gap's delivery standards, communication gaps, service gap. These models illustrate in Figure   2.2 in. The horizontal dotted lines separate the two major phenomena: the upper part is a phenomenon related to the customers and the bottom refers to a phenomenon in the company or the service provider (Tjiptono and Chandra, 2016:149-152).
Method Servqual. This later developed into e-Servqual essentially, this model is an adaptation and expansion of the model Servqual into the context of the online shopping experience. In the e-servqual model there are 4 kinds of gap, i.e. the information gap, gap, communication design, and fulfillment gab gap (see Figure  2.3). A conceptual framework for integrating two major aspects: (1) an assessment of the quality of customer service is electronic and the consequences and (2) the weakness of the organization can contribute to the assessment of the quality of service is crappy electronics.

METODOLOGI RESEARCH
This research uses a quantitative approach. Test the validity of using IBM SPSS Statistics programme 22. Reliability test will be done by the method of Cronbach's Alpha counting is done by calculating the average interkorelasi of which the details of the statement in kuisoner (Kurniawan, 2008).
The calculation of the e-Servqual on the research in accordance with the steps and formulas described by Tjiptono and Chandra (2016). The result of the calculation e-Servqual It can determine the level of quality of service e-Commerce given unsatisfactory or not (Tjiptono and Chandra, 2016:159).
The analysis data in this study was conducted to analyze the results of data obtained from the processing of the data. From the results of a calculation e-Servqual will get the service quality level e-Commerce and the calculation of e-Commerce It can also analyze the priority of each service attribute that needs to be fixed or not. Questionnaire likert scale is done using the with range 1 to 5 to answer strongly disagree to strongly agree answers.
The questionnaire will be filled is given to respondents with Nonprobability Sampling technique, namely the sampling techniques that do not give the same opportunity to opportunity/every element or members of the population to be selected into the sample (Sugiyono, 2007:66). Researchers then use method convenience samples, i.e. sampling conducted in accordance with the provisions or requirements of a sample of certain populations of the most easily accessible or was obtained by investigators. This study uses 46 participants.

RESULTS AND DISCUSSION
The value of the e-Servqual per variable or declaration sought by calculating the average value (meandata from the results) the perception and expectations of each statement. Once known to the average value of each statement's perception and expectation, then the average value of the perception of the average value of reduced expectations that would later produce the value gap (gap) of each variable or declaration. As shown in Table 1.  it can lowest perception that where customers are less satisfied against the sector. Otherwise on no. 13 has the largest positive gaps i.e. 0217, statement No. 16 giving customers the average value of the lowest perception that where customers are less satisfied against the sector. Otherwise on no. 13 has the largest positive gaps i.e. 0217, where in the customer gives an average value of considerable perception which was quite satisfied with customer service in the sector.
The value e-Servqual per variable/ statement is known, then do the calculations to find the value of e-Servqual for each dimension. Researchers divided into 9 dimensions where each service represents a dimension e-Commerce It takes customers. The dimensions are determined based on the grouping of statements contained in the be concluded that in dimensions Lack of Annoying Banners (There are no annoying banner) has an average of the largest negative gaps i.e.-0522. Where the customers are not satisfied will service or feature provided by e-Commerce Publisher AUY. Different dimensions Assurance (Assurance), on this dimension has the lowest negative gap IE-0.014. Where the customer feels dissatisfied will also service provided, but not as big as in the other dimension.
The value of TSEQ (Total Electronic Service Quality) required for testing the hypothesis that was already written by the researchers. The value of TESQ knowable by performing calculations by finding gaps (gap) of the average total perception and expectations throughout the respondents, as  Based on the value of TESQ, with total value of 3,883 ice is and PS is 3,658, sehinggan the services provided e-Commerce Publisher AUY currently satisfy customers and ineffective. As the results obtained from the respondents, where expectations are greater than the perception. As explained on the sub chapter (3.2.3.2) when the value of the ICE > PS then "Less satisfied" Customers, when the value of the ICE = PS then "customer satisfied", and if the value of the ICE then "PS < Customers very satisfied".
The result of the processing of data as the proposed improvements in the e-Commerce AUY Publisher future. to determine priority repair service e-Commerce the Cartesian diagram, used aslook at Figure 4.
Quadrant A shows the statement/ variablerated very important by customers who use e-Commerce but in fact it is still not satisfactory(customer perception is low, while high customer expectations). Quadrant A requires handling that need to be prioritized in the improved quality due to pass the attributes in this quadrant are considered very important by customers who use e-Commerce but his Ministry is not satisfactory so that the parties should enhance the quality of the AUY Publisher of his Ministry. Statement on the quadrant C isthe area of low priority because the statement/ variable in this quadrant are considered less important or not by the user and his Ministry was less satisfactory. But that does not mean the statement/variable in the quadrants of this not being a thing that should be noted because future statements or those attributes could be the demands on behalf of the AUY in running quality of service. In the following table can be seen the statement/variable contained in quadrant C, along with order of priority repair. P1 E-Commerce Publisher AUY has an interesting look with the fonts, colors, graphics, and pictures that support each other statement on the quadrant D isthe statement is considered important but less satisfying customers. In the following table can be seen the statement/variable found in the quadrant D along with the order of priority of its repair. E-commerce. Publisher p15 AUY has availability of information office address and contact number  The value of e-servqual per dimension shows all values e-Servqual each of the dimensions is negative, meaning that all services e-Commerce towards customers has not been satisfactory. Dimension with a value of e-Servqual the highest is the dimension of Lack of Annoying Banners i.e.registration-0522, whereas the value of e-servqual dimensions is the lowest Assurance registration-0.014.
The Total value of Electronic Service Quality (TESQ) obtained from the results of the calculation of the gap between perception and expectation is positive, the results obtained are 0226. This means that the customer's expectations of the service e-Commerce in larger AUY Publisher from the Ministry obtained this time, so that the service provided is still not satisfying customers and has not been effective. The service improvement priorities take precedence is a service that resides on a quadrant.