Analisis Kanal Penjualan Produk Fashion pada Tiga E-Marketplace di Indonesia (Studi Kasus: Ziahijab.com)

Revaldo, Muchammad Haidar Tegar (2017) Analisis Kanal Penjualan Produk Fashion pada Tiga E-Marketplace di Indonesia (Studi Kasus: Ziahijab.com). Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Public e-marketplace adalah salah satu sarana untuk menjual barang dan jasa secara elektronik. Akan tetapi efektivitas penggunaan kanal penjualan melalui public e-marketplace masih belum mendapatkan perhatian penjual online, dalam hal ini adalah UMKM di Indonesia. Selama ini, belum ada mekanisme untuk menilai apakah sebuah public e-marketplace lebih unggul dibandingkan public e-marketplace yang lain. Oleh karena itu, penelitian ini bertujuan untuk menganalisis kanal penjualan terbaik dengan menggunakan studi kasus tiga public e-marketplace di Indonesia. Lebih lanjut, data yang digunakan adalah data salah satu UKM di bidang fashion. Penelitian ini bertujuan untuk memberikan rekomendasi e-marketplace yang tepat untuk penjualan produk fashion di Indonesia. Indonesia adalah salah satu negara yang memiliki pertumbuhan ekonomi digital tercepat di dunia. Penelitian ini mengambil studi kasus ziahijab.com, sebuah penyedia produk hijab di Indonesia. Ziahijab.com menggunakan tiga kanal e-marketplace yaitu: Tokopedia.com, Bukalapak.com dan Shopee.com. Zia Hijab memiliki lebih dari 50 produk hijab dalam beberapa kategori. Untuk mengevaluasi kinerja masing-masing e-marketplace, penelitian ini menggunakan pendekatan statistika deskriptif dan ANOVA dengan kriteria sebagai berikut: 1) Total sales volume for Individual product, 2) Total sales volume for group product, 3) Total sales amount per day for individual product, 4) Total sales amount per day for group product, 5) Total sales variance per day for individual product, dan 6) Total sales variance per day for group product. Hipotesis yang penelitian ini jalankan adalah sebagai berikut: h1) traffic public e-marketplace tertinggi memiliki total sales volume terbaik dan signifikan dibandingkan public e-marketplace dengan traffic yang lebih rendah , h2) traffic public e-marketplace tertinggi memiliki total sales amount terbaik dan signifikan dibandingkan public e-marketplace dengan traffic yang lebih rendah, h3) traffic public e-marketplace tertinggi memiliki total sales variance terbaik dan signifikan dibandingkan public e-marketplace dengan traffic yang lebih rendah. Hasil dari penelitian ini diharapkan bermanfaat bagi manager yang mengelola kanal penjualan di berbagai e-marketplace, utamanya untuk produk fashion. ================================================================ Public e-marketplace is a medium for selling goods and services online. However the effectivity of using a selling channel through public e-marketplace haven’t gotten the attention from online merchants, in this case refer to UMKM in Indonesia. To this time, there is no mechanism to determine whether a public e-marketplace is superior compared to another public e-marketplace. Therefore, this research aims to analyze the best selling channel by using case study of three public e-marketplace in Indonesia. Furthermore, the data that is used are the data from one of the UKM in fashion department. This research aims to give a recommendation of which is the proper e-marketplace for selling fashion product in Indonesia. Indonesia is one of the country that possesses the fastest digital economic growth in the world. This research is taking ziahijab.com, a hijab shop in Indonesia as the study case. Ziahijab.com uses three e-marketplace channel which are: Tokopedia.com, Bukalapak.com and Shopee.com. Zia Hijab have more than 50 hijab products divided in several categories. To evaluate the performance of each e-marketplace, this research uses descriptive statistics approach and ANOVA with these criteria: 1) Total sales volume for Individual product, 2) Total sales volume for group product, 3) Total sales amount per day for individual product, 4) Total sales amount per day for group product, 5) Total sales variance per day for individual product, and 6) Total sales variance per day for group product. The hypothesis that used in this research are as following: h1) the highest traffic public e-marketplace holds the best total sales volume and significance compared to public e-marketplace with lower traffic, h2) the highest traffic public e-marketplace holds the best total sales amount and significance compared to public e-marketplace with lower traffic, h3) the highest traffic public e-marketplace holds the best total sales variance and significance compared to public e-marketplace with lower traffic. The outcome of this research is expected to bring benefit for the manager that runs selling channel in various e-marketplace, especially in fashion products.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: e-marketplace, fashion, channel analysis, customer relationship management
Subjects: H Social Sciences > HA Statistics
H Social Sciences > HF Commerce
Divisions: Faculty of Information Technology > Information System > (S1) Undergraduate Theses
Depositing User: Muchammad Haidar Tegar Revaldo
Date Deposited: 22 Aug 2017 01:26
Last Modified: 22 Aug 2017 01:26
URI: http://repository.its.ac.id/id/eprint/42357

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