Pengaruh Dematerialization Terhadap Kepuasan Pelanggan Dimediasi Customer Co-Creation Pada Pelatihan K3 (Studi Kasus: PT Nusantara Traisser)
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Abstract
Transisi digitalisasi layanan administratif atau dematerialisasi dalam pelatihan Keselamatan dan Kesehatan Kerja (K3) menjadi keharusan, namun keberhasilannya sangat bergantung pada respons pengguna. Penelitian ini bertujuan untuk menganalisis pengaruh dematerialisasi terhadap kepuasan pelanggan melalui peran mediasi keterlibatan pelanggan (customer co-creation), serta menguji efek kemudahan sistem (usability) dan peran usia pengguna sebagai variabel kontrol. Pendekatan kuantitatif digunakan dengan menyebarkan kuesioner kepada 77 responden pengguna layanan platform sertifikasi digital PT Nusantara Traisser. Data dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa dematerialisasi secara langsung berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Selain itu, customer co-creation terbukti secara signifikan memediasi hubungan antara dematerialisasi dan kepuasan pelanggan. Faktor usability juga memengaruhi kepuasan secara krusial, sementara faktor usia terbukti tidak membatasi kepuasan pengguna terhadap layanan. Implikasi praktis dari penelitian ini merekomendasikan penyedia jasa K3 untuk merancang antarmuka sistem yang mendorong partisipasi aktif pengguna, karena efisiensi operasional tanpa kertas saja tidak cukup untuk menciptakan kepuasan yang optimal.
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