Tawakkal, Iqbal (2018) Analisis Pengaruh Online Customer Review terhadap Performa Penjualan Produk pada Public E-Marketplace. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Jumlah pelaku e-commerce di Indonesia terus bertambah. Hal ini membuat persaingan antar pelaku e-commerce semakin ketat. Hal ini memberikan gambaran bahwa aktivitas ekonomi digital berpeluang besar untuk terus berkembang. Salah satu tantangan yang harus dihadapi oleh pelaku e-commerce (seller) adalah bagaimana mengelola pemesanan secara efisien. Untuk mengatasi tantangan ini salah satu hal yang perlu di pahami oleh seller adalah pelaku pembelian pelanggan. Online customer review (OCR) terbukti mempengaruhi minat beli oleh pelanggan. Maka dari itu, perlu ada perhatian lebih untuk faktor ini karena dapat mempengaruhi performa penjualan. Tugas akhir ini bertujuan untuk memberikan informasi terkait faktor yang dapat mempengaruhi performa penjualan produk pada public e-marketplace di Indonesia. Penelitian tugas akhir ini akan meninjau interaksi yang terjadi antara online customer review (OCR), information usefulness, promotional marketing strategy, product nature, dan sales performance. Penulis menggunakan metode Hierarchical Multiple Regression Analysis untuk menganalisis data yang telah didapatkan. Hasil penelitian menyatakan bahwa semakin tinggi jumlah review maka akan memberikan pengaruh yang signifikan terhadap peningkatan performa penjualan. Selain itu, tingginya nilai rating maka akan memberikan pengaruh pada peningkatan performa penjualan. Namun pengaruh ini hanya signifikan untuk jumlah penjualan, tidak pada ranking penjualan. Hasil penelitian juga menunjukkan bahwa perbedaan kategori produk tidak memberikan pengaruh yang signifikan terhadap hubungan rating dan sales rank. Selanjutnya, jumlah pertanyaan diskusi produk mempunyai pengaruh yang signifikan positif terhadap hubungan rating dan sales rank. =============== The number of e-commerce retailers in Indonesia is increasingly growing. This makes the competition between e-commerce actors increasingly tight. This gives an idea that digital economic activity has a great opportunity to continue to grow. One of the challenges faced by e-commerce actors (sellers) is how to manage orders efficiently. To overcome this challenge one of the things that the seller needs to understand is the customer's buying interest. Online customer review (OCR) proved to affect purchase intention by customers. Therefore, there should be more attention to this factor because it can affect sales performance. This undergraduate theses aims to provide information related factors that may affect products sales performance in public e-marketplace in Indonesia. This thesis research will review the interaction that occurs between online customer review (OCR), information usefulness, promotional marketing strategy, product nature, and sales performance. The author uses the Hierarchical Multiple Regression Analysis method to analyze the data that has been obtained. The result of research stated that the higher the number of reviews will give a significant effect to the increase of sales performance. In addition, the high value of the rating will affect the increase in sales performance. But this effect is only significant for the number of sales, not on the sales rank. The results also show that the different categories of products do not give a significant effect on the relationship rating and sales rank. However, the number of product discussion questions has a significant positive impact on the rating and sales rank relationships.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSSI 658.872 Taw a- |
| Uncontrolled Keywords: | E-Commerce, Public E-Marketplace, Online Customer Review, Sales Performance, Regression Analysis |
| Subjects: | H Social Sciences > H Social Sciences (General) 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 > HF5548.32 Electronic commerce. |
| Divisions: | Faculty of Information and Communication Technology > Information Systems > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Tawakkal Iqbal |
| Date Deposited: | 22 Nov 2018 20:14 |
| Last Modified: | 21 Apr 2021 09:41 |
| URI: | http://repository.its.ac.id/id/eprint/53034 |
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