Analisis Korelasi Reputasi Penjualan Online Terhadap Kinerja Penjualan pada Publik E-Marketplace Bukalapak

Fauzan, Muhammad Ammar (2018) Analisis Korelasi Reputasi Penjualan Online Terhadap Kinerja Penjualan pada Publik E-Marketplace Bukalapak. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Berbeda dengan perdagangan offline, pembeli pada e-commerce tidak memungkinkan untuk menilai barang yang dibeli secara langsung sebelum membeli. Pada pasar online juga terjadi minimnya interaksi antara penjual dan pembeli. Hal ini mengakibatkan risiko yang besar dari sisi pembeli. Beragam mekanisme telah diterapkan guna menurunkan tingkat ketidakpastian pada transaksi e-commerce, salah satunya adalah penerapan seller reputation system (SRS). Hal ini membuat pembeli dapat menilai penjual sebelum membeli barang berdasarkan tanggapan pelanggan yang telah selesai melakukan transaksi. Review pelanggan menjadi faktor penting dalam mempengaruhi keputusan dalam pembelian. Sehingga, pengetahuan pelaku bisnis online dalam memahami pengaruh feedback pada sistem reputasi yang diberikan pelanggan amatlah penting. Hal ini dikarenakan, penilaian reputasi penjual yang baik dapat berpotensi mempengaruhi keputusan pembeli online dalam melakukan pembelian barang. Oleh karena itu, dibutuhkan pengetahuan mengenai korelasi reputasi penjual online terhadap kinerja penjualan bagi pelaku UMKM. Di Indonesia, belum ada penelitian serupa yang melakukan analisis hubungan reputasi penjual online terhadap kinerja penjualan menggunakan pendekatan data ekstraksi hasil web scrapping. Studi kasus penelitian ini menggunakan situs C2C e-marketplace Bukalapak. Penelitian ini menggunakan dua kategori produk sebagai objek penelitian, yaitu smartphone dan aksesoris komputer. Penelitian ini dilakukan selama 30 hari masa observasi. Setelah data didapatkan, kemudian dilakukan pembersihan data, preprocessing data, analisis statistika deskriptif, uji asumsi klasik sebelum siap diolah pada tahap analisis regresi. Pengerjaan analisis korelasi pada penelitian ini menggunaka metode analisis regresi berganda dengan bantuan tool SPSS. Hasil dari penelitian ini menunjukan bahwa dua kategori produk penelitian smartphone dan aksesoris komputer menghasilkan hasil analisis yang sama pada publik e-marketplace Bukalapak. Dimana hasilnya adalah jumlah review positif dan harga berkorelasi signifikan terhadap sales volume. Jumlah review positif berkorelasi positif sedangkan harga berkorelasi negatif. Sedangkan untuk jumlah review negatif berkorelasi negatif namun tidak signifikan terhadap sales volume. ================== Unlike the offline trade, buyers in e-commerce do not allow to assess the goods bought directly before buying. Besides, the lack of interaction between the seller and the buyer. This has resulted in a great risk of the buyer. Various mechanisms have been implementing in order to lower the level of uncertainty on the e-commerce transactions, one of which was the application of the seller reputation system (SRS). This makes buyers can rate sellers before purchasing items based on customer responses that have completed the transaction. Review the customer becomes an important factor in influencing decisions in purchasing. So, knowledge of business actor to understand the correlation of reputation system on feedback given customers is important. Because a seller of good reputation assessment can potentially affect customer purchase decisions. Therefore, the required knowledge about correlation from reputation system sellers against sales performance for the actor of the online small medium enterprise. In Indonesia, there has not been a similar study that did the analysis of the relationship of the reputation of the online sellers against sales performance using data extraction approach web scrapping. Case studies this study using C2C site e-marketplace Bukalapak. This research uses two product category as the object of research, i.e. the smartphone and computer accessories. The observation research was during 30 days, in April 2018. After the data is obtained, then conducted data cleansing, data preprocessing, analysis of descriptive statistics, classic assumption test before it is ready to be processed in the regression analysis. Correlation analysis on this research use the method of multiple regression analysis with SPSS tools. The results of this study showed that two product category generating the same results analysis. We find that the number of positive reviews and the price correlated significantly to sales volume. The number of positive reviews affects positively and the price correlated negatively. And then, for the number of negative reviews correlated negatively but not significant against sales volume.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Publik E-Marketplace, UMKM, Seller Reputation System, Kinerja penjualan, Analisis Regresi Berganda, Seller Reputation,Sales Performance, Analysis Multiple Regression
Subjects: H Social Sciences > HA Statistics > HA31.3 Regression. Correlation
H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions: Faculty of Information and Communication Technology > Information Systems > (S1) Undergraduate Theses
Depositing User: Fauzan Muhammad Ammar
Date Deposited: 25 Nov 2018 15:06
Last Modified: 25 Nov 2018 15:06
URI: http://repository.its.ac.id/id/eprint/53032

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