Abstract:This research examines the quality of academic services at Muhammadiyah University of West Sumatra (UMSB) as a strategy in responding to competitive dynamics in the higher education sector. The study aims to predict service…
ice quality and student satisfaction at Muhammadiyah University of West Sumatra by adopting a Machine Learning approach that combines predictive analysis methods of Linear Regression and Naive Bayes classification. The research utilized a primary dataset encompassing 2,000 student respondents through stratified random sampling technique. The novelty of this research lies in the integration of the SERVQUAL instrument with computational algorithms to generate deeper and more measurable identification of satisfaction factors. Research findings reveal variations in the level of dominance across the five measured dimensions. The Assurance, Reliability, and Empathy dimensions respectively occupy the top three ranks as the most dominant dimensions (average above 0.220). Meanwhile, the Tangibles and Responsiveness dimensions occupy the lowest ranks, with Responsiveness being the weakest aspect (0.146) and therefore requiring more attention for improvement. Model reliability was evaluated using accuracy, precision, recall, and F1-score metrics, as well as error measurement through RMSE and MAE. This research provides practical contribution in the form of strategic recommendations for university management to implement data-driven service improvements while serving as a foundational framework for the development of an integrated student satisfaction monitoring system within the academic information ecosystem.
Abstract:Mangrove ecosystems are important habitats for various fish species in coastal and estuarine areas. This study aims to analyze the diversity and structure of ichthyofauna communities in the mangrove ecosystem in Air Bangis,…
is, West Pasaman Regency based on salinity gradients. The study was conducted from January–March 2024 using a quantitative descriptive survey method with a spatial approach at three stations representing different salinity gradients, namely Station 1 (Upstream, 3.2 ppt), Station 2 (Estuary, 14.7 ppt), and Station 3 (Mangrove/Coastal, 27.5 ppt). Fish sampling was carried out using gill nets and cast nets. Data analysis included the Shannon-Wiener diversity index (H’), evenness index (E), and Simpson dominance index (C), as well as ANOVA tests and Tukey HSD follow-up tests. The results showed the discovery of 10 fish species with a total of 234 individuals. The highest H’ value was found at Station 2 (H’ = 2.18; medium category), with the highest uniformity value (E = 0.85) and the lowest dominance (C = 0.19). The ANOVA test showed a significant difference in fish community structure between stations (p < 0.05). Salinity gradient was proven to have a significant effect on fish diversity (r = 0.78; R² = 0.61; p = 0.028). The estuary area has the highest ecological productivity and plays an important role as a transitional habitat for ichthyofauna. Management and conservation of the Air Bangis mangrove ecosystem need to be carried out sustainably to maintain the stability of the fish community and the ecological function of the coastal area
Abstract:Abstract: Global digital transformation has created a new form of colonialism oriented toward the control of data, algorithms, and digital infrastructure through the domination of transnational technology corporations. The…
he phenomenon of data colonialism develops when public data is extracted, monetized, and controlled by global digital platforms without proportional distribution of benefits to developing countries. This study aims to analyze the development of data colonialism through the harmonization of global digital regulations and its implications for Indonesia’s cyber sovereignty, while also formulating an ideal legal policy framework to strengthen national data sovereignty. This research employs a doctrinal (normative juridical) legal research method using statutory, conceptual, and philosophical approaches through the analysis of national regulations and the theories of data colonialism, cyber sovereignty, digital dependency, rule of law, and rule of code. The findings reveal that the harmonization of global digital regulations tends to represent the interests of developed countries and global technology corporations through the liberalization of cross-border data flows, which potentially weakens state control over strategic national data. The dominance of foreign digital platforms has caused Indonesia to experience structural dependency on foreign technology and digital infrastructure. The paradigm shift from rule of law to rule of code also demonstrates how algorithms and global platform systems are gradually taking over the state’s regulatory functions within digital spaces. Therefore, strengthening Indonesia’s cyber sovereignty requires a reformulation of digital legal policies through stronger data localization measures, the development of national data centers, the advancement of domestic technology, the reinforcement of cybersecurity systems, and the establishment of data governance oriented toward national interests and the protection of citizens’ digital rights.
Keywords: Data Colonialism, Global Harmonization, Cyber Sovereignty, Data Protection.
Abstrak: Transformasi digital global telah menciptakan bentuk kolonialisme baru yang berorientasi pada penguasaan data, algoritma, dan infrastruktur digital melalui dominasi korporasi teknologi transnasional. Fenomena data colonialism berkembang, ketika data masyarakat diekstraksi, dimonetisasi, dan dikendalikan oleh platform digital global tanpa distribusi manfaat yang proporsional bagi negara berkembang. Penelitian ini bertujuan untuk menganalisis perkembangan kolonialisme data melalui harmonisasi regulasi digital global serta implikasinya terhadap kedaulatan siber Indonesia, sekaligus merumuskan formulasi kebijakan hukum yang ideal dalam memperkuat kedaulatan data nasional. Penelitian ini menggunakan metode penelitian doktrinal (yuridis normative) dengan pendekatan peraturan perundang-undangan, konseptual, dan filosofis melalui analisis terhadap regulasi nasional, teori data colonialism, cyber sovereignty, digital dependency, rule of law dan rule of code. Hasil penelitian menunjukkan bahwa harmonisasi regulasi digital global cenderung merepresentasikan kepentingan negara maju dan korporasi teknologi global melalui liberalisasi arus data lintas negara yang berpotensi memperlemah kontrol negara terhadap data strategis nasional. Dominasi platform asing menyebabkan Indonesia mengalami ketergantungan struktural terhadap teknologi dan infrastruktur digital asing. Pergeseran paradigma dari rule of law menuju rule of code juga memperlihatkan posisi algoritma dan sistem platform global secara bertahap mengambil alih fungsi pengaturan negara dalam ruang digital. Oleh karena itu, penguatan kedaulatan siber Indonesia memerlukan reformulasi kebijakan hukum digital melalui penguatan data localization, pembangunan pusat data nasional, pengembangan teknologi domestik, penguatan keamanan siber, dan pembentukan tata kelola data yang berorientasi pada kepentingan nasional serta perlindungan hak digital masyarakat.
Kata kunci: Kolonialisme Data, Harmonisasi Global, Kedaulatan Siber, Perlindungan Data.
Abstract:Abstract: Insect diversity plays a vital role in maintaining ecosystem balance, particularly in plantation ecosystems that are influenced by variations in vegetation structure and habitat conditions. This study aims to analyze…
nalyze insect diversity across various plantation types in Sari Tani Village, Wonosari District, Boalemo Regency, Gorontalo Province. A descriptive quantitative method was employed, with sampling conducted using pitfall traps and light traps. Observations were conducted at three stations: uncultivated shrubland, mixed plantation (cloves, coconuts, and bananas), and a citrus plantation. Data analysis was performed using the Shannon-Wiener diversity index (H'), Pielou's evenness index (E), and Simpson's dominance index (D). The results revealed a total of 606 individual insects across 8 orders and 17 families, encompassing various ecological roles including predators, decomposers, pollinators, pests, and bioindicators. The order Hymenoptera, specifically from the family Formicidae, was the most dominant group found, with the species Lasius niger exhibiting the highest number of individuals. The Shannon-Wiener diversity index (H') values across all stations fell into the moderate category. Station II, located in the mixed plantation, had the highest diversity value among the other stations. The dominance index values across all stations were low; in contranst the evenness index ranged from moderate to high, indicating that the insect community at the study site is relatively stable with a fairly even distribution of individuals among species. Overall, differences in plantation types significantly influence the community structure and insect diversity in Sari Tani Village.
Keywords: Insects, Diversity, Community Structure, Plantation Types, Sari Tani
Abstrak: Keanekaragaman serangga memiliki peran penting dalam menjaga keseimbangan ekosistem, terutama pada ekosistem perkebunan yang dipengaruhi oleh perbedaan struktur vegetasi dan kondisi habitat. Penelitian ini bertujuan untuk menganalisis keanekaragaman serangga pada berbagai tipe perkebunan di Desa Sari Tani, Kecamatan Wonosari, Kabupaten Boalemo, Provinsi Gorontalo. Penelitian menggunakan metode deskriptif kuantitatif dengan teknik pengambilan sampel menggunakan pitfall trap dan light trap. Pengamatan dilakukan pada tiga stasiun, yaitu lahan semak tidak dibudidayakan, perkebunan campuran (cengkeh, kelapa, dan pisang), serta perkebunan jeruk. Analisis data dilakukan menggunakan indeks keanekaragaman Shannon-Wiener (H’), indeks kemerataan (E), dan indeks dominansi Simpson (D). Hasil penelitian menunjukkan bahwa ditemukan 8 ordo dan 17 famili serangga dengan total 606 individu yang terdiri atas berbagai peran ekologis, yaitu predator, dekomposer, polinator, hama, dan bioindikator. Ordo Hymenoptera dari famili Formicidae merupakan kelompok yang paling dominan ditemukan, khususnya spesies Lasius niger dengan jumlah individu tertinggi. Nilai indeks keanekaragaman Shannon-Wiener (H’) pada seluruh stasiun termasuk kategori sedang. Stasiun II pada perkebunan campuran memiliki nilai keanekaragaman tertinggi dibandingkan stasiun lainnya. Nilai indeks dominansi pada seluruh stasiun tergolong rendah, sedangkan indeks kemerataan tergolong sedang hingga tinggi, yang menunjukkan bahwa komunitas serangga pada lokasi penelitian relatif stabil dengan penyebaran individu antarspesies yang cukup merata. Secara keseluruhan, perbedaan tipe perkebunan memengaruhi struktur komunitas dan keanekaragaman serangga di Desa Sari Tani.
Kata kunci: Serangga, keanekaragaman, Struktur Komunitas, Tipe Perkebunan, Desa Sari Tani
Abstract:Abstract: This study aims to classify provinces in Indonesia based on tourist stay patterns in star-rated hotels using the Hebb Network method. Computational data is sourced from official publications of the Central Statistics…
istics Agency (BPS) covering 38 provinces in Indonesia. The Hebb Network method was chosen because of its effectiveness in linearly adjusting the strength of weights between neurons based on the bipolar correlation of input and output values, thus mapping provinces into three target classes: Low, Medium, and High. The system is implemented using the PHP programming language to facilitate the training and computational testing process. Based on the results of testing 38 test data using the final network weight parameters, the model successfully classified 29 data sets correctly according to their actual target classes. The evaluation results showed that the system achieved an accuracy level of 76.32%. Misclassification of 23.68% generally occurred in data with values in the threshold area due to the dominance of the final network bias parameters. Overall, this model classification is valid in identifying stay patterns, thus providing strategic insights for local governments and tourism industry players in formulating more targeted and data-driven development policies.
Keywords: Hebb Network, Classification, Length of Stay, Starred Hotels, Machine Learning, Indonesian Tourism.
Abstrak: Penelitian ini bertujuan untuk mengklasifikasikan provinsi di Indonesia berdasarkan pola durasi menginap wisatawan pada hotel berbintang menggunakan metode Jaringan Hebb. Data komputasi bersumber dari publikasi resmi Badan Pusat Statistik (BPS) yang mencakup 38 provinsi di Indonesia. Metode Jaringan Hebb dipilih karena efektivitasnya dalam menyesuaikan kekuatan bobot antar neuron secara linier berdasarkan korelasi nilai masukan dan keluaran bipolar, sehingga mampu memetakan provinsi ke dalam tiga kelas target: Rendah, Sedang, dan Tinggi. Sistem diimplementasikan menggunakan bahasa pemrograman PHP untuk memfasilitasi proses pelatihan dan pengujian komputasi. Berdasarkan hasil pengujian terhadap 38 data uji menggunakan parameter bobot akhir jaringan, model berhasil mengklasifikasikan 29 data dengan tepat sesuai kelas target aktualnya. Hasil evaluasi menunjukkan bahwa sistem mampu mencapai tingkat akurasi sebesar 76,32%. Misklasifikasi sebesar 23,68% umumnya terjadi pada data dengan nilai di area batas ambang (threshold) akibat dominasi parameter bias akhir jaringan. Secara keseluruhan, model klasifikasi ini valid dalam mengidentifikasi pola durasi menginap, sehingga dapat memberikan wawasan strategis bagi pemerintah daerah dan pelaku industri pariwisata dalam merumuskan kebijakan pengembangan yang lebih terarah dan berbasis data.
Kata Kunci: Jaringan Hebb, Klasifikasi, Durasi Menginap, Hotel Berbintang, Machine Learning, Pariwisata Indonesia.
Abstract:The rapid development of information technology has encouraged the healthcare sector to utilize data as a basis for faster, more precise, and effective decision-making. One of the largest data sources in the healthcare sector…
ector is BPJS (Social Security Administration for Health) patient data, which includes medical history, examination results, previous medical procedures, and medication use. This data is a critical asset that, when properly managed and analyzed, can assist hospitals and healthcare facilities in determining appropriate medical interventions for patients. The purpose of this study was to design and develop an application for prioritizing medical procedures for BPJS patients in, using the KNN method, the PHP programming language, and a MySQL database. The data used in this study were BPJS patient visit data. Based on test results at various levels of K=3, K=5, and K=7, the data demonstrated very high consistency. Even though the K value (number of nearest neighbors) was increased from 3 to 7, the final classification results still showed a predominance of the Medium Priority category. With a KNN-based classification system, medical personnel no longer need to manually assess each patient.
Abstract:Abstract: The application was developed to provide digital learning services and educational information to users. This application is designed to facilitate students, teachers, and the general public in accessing various…
s educational materials online. The application can be downloaded through the Google Play Store platform. On this platform, users are able to submit reviews regarding the application, which can serve as valuable feedback for developers in improving the application’s performance and features. This study aims to conduct sentiment analysis on user reviews of the application using a sentiment analysis approach. In this research, the method employed is the Naive Bayes algorithm, a probability-based classification technique that is widely used in sentiment analysis studies. The distribution of sentiment classification results indicates a dominance of positive sentiment at 85%, suggesting that the majority of users are satisfied with the services provided by the application. Neutral sentiment accounts for 6.5%, while negative sentiment represents 7.5%, indicating that there are still several complaints expressed by users. Overall, these findings demonstrate that the application has a good level of user acceptance, although continuous improvements are still necessary.
Keywords: Sentiment Classification; Naive Bayes; Khan Academy Application; Google Play Store
Abstrak: Aplikasi Khan Academy merupakan aplikasi yang dikembangkan untuk menyediakan layanan dan informasi pembelajaran secara digital kepada pengguna. Aplikasi ini dirancang untuk memudahkan siswa, guru, dan masyarakat umum dalam mengakses berbagai materi pendidikan secara online. Aplikasi Khan Academy dapat diunduh melalui Play Store. Pada platform tersebut, pengguna dapat memberikan ulasan terhadap aplikasi Khan Academy sehingga dapat dijadikan sebagai referensi bagi pengembang dalam melakukan perbaikan aplikasi. Penelitian ini bertujuan untuk melakukan analisis sentimen terhadap ulasan pengguna aplikasi Khan Academy menggunakan pendekatan analisis sentimen. Dalam penelitian ini, metode yang digunakan adalah Naive Bayes, yaitu teknik klasifikasi berbasis probabilitas yang umum digunakan dalam analisis sentimen. Distribusi sentimen hasil klasifikasi menunjukkan dominasi sentimen positif sebesar 85%, yang menandakan bahwa sebagian besar pengguna merasa puas terhadap layanan aplikasi Khan Academy. Sentimen netral tercatat sebesar 6,5%, sedangkan sentimen negatif sebesar 7,5%, yang menunjukkan masih adanya sejumlah keluhan pengguna. Secara keseluruhan, hasil ini mengindikasikan bahwa aplikasi Khan Academy memiliki tingkat penerimaan yang baik, meskipun tetap memerlukan perbaikan berkelanjutan.
Kata Kunci: Klasifikasi Sentimen; Naive Bayes; Khan Academy; Playstore
Abstract:Abstract: This study aims to analyze the role of visual storytelling (VS) in increasing user engagement on Instagram within the context of the creative economy. This study positions visual storytelling as an ideological…
practice rooted in affective domination, platform logic, and cultural commodification. This differs from the use of instrumental narratives that emphasize marketing effectiveness. The research method employed is a qualitative approach using critical interpretative and thematic synthesis. The analyzed literature comprises 48 articles relevant to the research objectives. The findings reveal that visual storytelling is perceived as a creative and authentic means of marketing communication. It also functions to establish mechanisms capable of exerting subtle dominance. Strategically, it leverages the potential of modified emotions, cultural identity, and creativity regulated by platform algorithms. The theoretical contribution of this research confirms that visual storytelling serves as a space for narrative dominance, where stories are reduced to instruments aligned with the interests of the market and the platform. These findings further strengthen perspectives within the literature on digital culture and critical marketing. This study also places significant emphasis on human-centered digital communication ethics, transparency, and cultural appropriateness. Therefore, the effectiveness of visual storytelling is not only measured by the level of consumer engagement, but also by its impact on equity and meaning within the creative economy ecosystem.
Keywords: Visual Storytelling; Consumer Engagement; Instagram; Creative Economy
Abstrak: Penelitian ini bertujuan untuk menganalisis peran visual storytelling (VS) dalam meningkatkan keterlibatan pengguna di Instagram dalam konteks ekonomi kreatif. Studi ini meletakkan visual storytelling sebagai praktik ideologis yang berakar pada dominasi afektif, logika platform, dan komodifikasi budaya. Hal tersebut memiliki perbedaan dari penggunaan narasi instrumental yang menekankan efektivitas pemasaran. Metode penelitian yang digunakan yaitu pendekatan kualitatif melalui critical interpretative dan thematic synthesis. Hasil literatur yang di analisis berjumalah 48 artikel yang sesuai dengan tujuan penelitian. Hasil temuan yang didapatkan bahwa visual storytelling dinilai sebagai cara kreatif dan asli dalam melakukan komunikasi pemasaran. Kemudian juga berfungsi untuk membentuk mekanisme yang bisa mendominasi secara halus. Secara strategis memanfaatkan potensi emosi yang dimodifikasi, identitas budaya dan kreativitas yang diatur oleh algoritma platform. Kontribusi teoritis penelitian menegaskan bahwa visual storytelling menjadi tempat dominasi naratif yang menggunakan cerita yang direduksi menjadi instrumen yang mengacu pada kepentingan pasar dan platform. Temuan ini semakin memperkuat perspektif dalam literatur budaya digital dan pemasaran kritis. Penelitian ini juga memberikan penekanan penting terhadap etika komunikasi digital yang berpusat pada diri manusia, transparansi dan kesesuaian budaya. Maka dari itu, efektivitas visual storytelling bukan hanya diukur dari tingkat keterlibatan konsumen, namun juga dari pengaruhnya terhadap keadilan dan pemaknaan dalam ekosistem ekonomi kreatif
Kata Kunci: Visual Storytelling; Keterlibatan Konsumen; Instagram; Ekonomi Kreatif
Abstract:Abstract: The global energy transition has driven increased use of biomass as a renewable energy source, particularly in the form of wood pellets traded across countries. Indonesia, with its vast tropical forest resources,…
s, is positioned as one of the world’s major biomass suppliers. However, several policy paradoxes emerge. The rise in biomass exports occurs alongside the continued dominance of coal in the national energy mix, ongoing forest degradation, and increasing vulnerability to ecological disasters such as floods, as seen in Aceh and other regions of Sumatra. This article aims to analyze the paradox of biomass exports in Indonesia by linking the dynamics of renewable energy trade, forest sector sustainability, coal dominance, and their implications for carbon emissions and hydrometeorological disaster risks. The study uses a qualitative approach through literature review and policy analysis of the energy and forestry sectors. The findings indicate that without strict biomass governance and integrated energy–environment policies, biomass exports risk creating an illusion of a global energy transition. Importing countries benefit from statistical emission reductions, while Indonesia bears the ecological burden in the form of deforestation, watershed degradation, and increased flood risk. This study emphasizes that biomass cannot be viewed as a single climate solution and is expected to contribute academically and inform policy strategies for energy transition.
Keywords: Biomassa, Coal, Deforestation, Flooding, Carbon Emissions, Energy Transition.
Abstrak: Transisi energi global mendorong peningkatan pemanfaatan biomassa sebagai sumber energi terbarukan, khususnya dalam bentuk pelet kayu yang diperdagangkan lintas negara. Indonesia, dengan kekayaan sumber daya hutan tropis, diposisikan sebagai salah satu pemasok utama biomassa dunia. Namun, ada beberapa paradoks kebijakan. Peningkatan ekspor biomassa berlangsung bersamaan dengan bertahannya dominasi batubara dalam bauran energi nasional, degradasi hutan, serta meningkatnya kerentanan wilayah terhadap bencana ekologis seperti banjir, sebagaimana tercermin dalam kasus banjir di Aceh dan wilayah Sumatera lainnya. Artikel ini bertujuan menganalisis paradoks ekspor biomassa di Indonesia dengan mengaitkan dinamika perdagangan energi terbarukan, keberlanjutan sektor kehutanan, dominasi batubara, dan implikasinya terhadap emisi karbon serta risiko bencana hidrometeorologi . Metode penelitian menggunakan pendekatan kualitatif melalui studi literatur dan analisis kebijakan terhadap sektor energi dan kehutanan. Hasil kajian menunjukkan bahwa tanpa tata kelola biomassa yang ketat dan integrasi kebijakan energi lingkungan, ekspor biomassa berpotensi menciptakan ilusi transisi energi global. Negara pengimpor memperoleh manfaat statistik pengurangan emisi, sementara Indonesia menanggung beban ekologis berupa deforestasi, kerusakan daerah aliran sungai, dan meningkatnya risiko banjir. Studi ini menegaskan bahwa biomassa tidak dapat dipandang sebagai solusi iklim tunggal dan diharapkan dapat menjadi kontribusi akademik dan rujukan kebijakan dalam merumuskan strategi transisi energi.
Kata Kunci: Biomassa, Batubara, Deforestasi, Banjir, Emisi Karbon, Transisi Energi.
Abstract:Abstract: This study aims to analyze the Service Quality strategy as a fundamental instrument in creating customer satisfaction and loyalty in the digital economy ecosystem. Amidst increasingly homogeneous e-commerce platform…
tform competition, service quality is transforming into a key differentiating factor that determines business sustainability. This study focuses on the dynamics of user interactions on the Shopee Indonesia platform, by examining how the dimensions of E-Service Quality influence future consumer behavior. The method used in this study is a quantitative approach with a causal associative design. Data were collected through the distribution of online questionnaires to 150 respondents who are active Shopee users in the productive age range (18–35 years) using a purposive sampling technique. Data analysis was conducted using the Path Analysis technique to test the direct and indirect effects between variables with the help of statistical software. The results show that the dimensions of E-Service Quality, specifically system efficiency, service promise fulfillment, and data security (privacy), have a positive and significant effect on customer satisfaction. Furthermore, it was found that customer satisfaction plays a role as a perfect mediation variable (full mediation) in linking service quality with customer loyalty. These findings confirm that high technical quality does not automatically create loyalty without an emotionally satisfying user experience. The managerial implications of this study suggest that Shopee must continue to synchronize system performance stability with customer service response speed, especially during peak transaction periods. Investing in data-driven service personalization is a strategic imperative to strengthen emotional bonds and user trust, in order to maintain market dominance amidst the dynamic digital industry landscape Shopee in Indonesia.
Keywords: Service Quality, E-Service Quality, Customer Satisfaction, Customer Loyalty, Shopee, Digital Economy
Abstrak: Penelitian ini bertujuan untuk menganalisis strategi Service Quality (Kualitas Pelayanan) sebagai instrumen fundamental dalam menciptakan kepuasan dan loyalitas pelanggan pada ekosistem ekonomi digital. Di tengah persaingan platform e-commerce yang semakin homogen, kualitas layanan bertransformasi menjadi faktor diferensiasi utama yang menentukan keberlangsungan bisnis. Penelitian ini berfokus pada dinamika interaksi pengguna pada platform Shopee Indonesia, dengan menelaah bagaimana dimensi-dimensi E-Service Quality memengaruhi perilaku konsumen di masa depan. Metode yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan desain asosiatif kausal. Data dikumpulkan melalui penyebaran kuesioner daring kepada 150 responden yang merupakan pengguna aktif Shopee pada rentang usia produktif (18–35 tahun) dengan teknik purposive sampling. Analisis data dilakukan menggunakan teknik Path Analysis (Analisis Jalur) untuk menguji pengaruh langsung maupun tidak langsung antar variabel dengan bantuan perangkat lunak statistik. Hasil penelitian menunjukkan bahwa dimensi E-Service Quality, khususnya efisiensi sistem, pemenuhan janji layanan (fulfillment), dan keamanan data (privacy), berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Lebih lanjut, ditemukan bahwa kepuasan pelanggan menjalankan peran sebagai variabel mediasi yang sempurna (full mediation) dalam menghubungkan kualitas pelayanan dengan loyalitas pelanggan. Temuan ini menegaskan bahwa kualitas teknis yang tinggi tidak secara otomatis menciptakan loyalitas tanpa adanya pengalaman pengguna yang memuaskan secara emosional. Implikasi manajerial dari penelitian ini menyarankan bahwa Shopee harus terus melakukan sinkronisasi antara stabilitas performa sistem dengan kecepatan respons layanan pelanggan, terutama pada masa puncak transaksi (peak season). Investasi pada personalisasi layanan berbasis data menjadi urgensi strategis untuk memperkuat ikatan emosional dan kepercayaan pengguna, guna mempertahankan dominasi pasar di tengah dinamisnya lanskap industri digital Shoppe di Indonesia.
Kata Kunci: Service Quality, E-Service Quality, Kepuasan Pelanggan, Loyalitas Pelanggan, Shopee, Ekonomi Digital