Analisis Efesiensi dan Efektivitas Aplikasi Lazada dari Sisi Pengguna : Pendekatan Kualitatif

Abstract

Digital change has spurred rapid growth in the e-commerce sector in Indonesia, with Lazada becoming one of the most widely used platforms. However, the growing number of users and the complexity of services present challenges related to system efficiency and usability. This study aims to assess the efficiency and effectiveness of the Lazada app from a user perspective using a qualitative approach. Data were collected through in-depth interviews, participant observation, and documentation from 15 active Lazada users. The findings indicate that the app's navigation and interface are quite efficient, but system speed remains problematic during high traffic volumes. Meanwhile, the app's effectiveness is hampered by a lack of accuracy and completeness of product information, although the tracking and review features are considered useful. This imbalance between technical efficiency and information quality impacts user satisfaction and loyalty. This study recommends improving system performance during high load times and standardizing product information to enhance the overall user experience.