%0 Thesis
%9 Skripsi
%A Nabil Ilyasa, NIM.: 20106050029
%B FAKULTAS SAINS DAN TEKNOLOGI
%D 2024
%F digilib:67422
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K User Satisfaction, Net Promoter Score, WhatsApp
%P 77
%T ANALISIS KEPUASAN DAN LOYALITAS PENGGUNA APLIKASI WHATSAPP MENGGUNAKAN INSTRUMEN NET PROMOTER SCORE
%U https://digilib.uin-suka.ac.id/id/eprint/67422/
%X As instant messaging applications become increasingly important in daily life, understanding user satisfaction levels becomes crucial for service improvement and development. This study aims to evaluate the satisfaction and loyalty levels of WhatsApp users through a quantitative approach using the Net Promoter Score (NPS) instrument.  A total of 3,250 respondents, all WhatsApp users, participated in the data collection process, which took place from February 22, 2024, to March 19, 2024. The data were analyzed using descriptive and inferential statistics after validity and reliability tests were conducted. Validity was assessed through concurrent validity testing, with the CSUQ instrument serving as the criterion or comparator. Meanwhile, reliability was calculated using a modified version of the correction for attenuation formula. The composite correlation coefficient between the 5 CSUQ items and NPS was 0.314 with a p-value of 0.000 for validity. For reliability, NPS obtained a score of 0.140, indicating that the single-item NPS has relatively low reliability. Given that the data were not normally distributed, the median was used as a more representative measure of central tendency. The analysis results showed a WhatsApp NPS score of 30 points, with users expressing "Strong Agreement," indicating a high likelihood of recommending WhatsApp to others.  This study provides a quantitative overview of WhatsApp users' satisfaction and loyalty levels, which can serve as a foundation for further identification of potential feature enhancements to reduce the number of detractors. The findings of this study are expected to be a reference for developers of WhatsApp and other applications in enhancing the quality of their apps to deliver better user satisfaction and comfort.
%Z Pembimbing: Dr. Agung Fatwanto, S.Si., M.Kom.