Analisis Positioning Merek Berdasarkan Persepsi Konsumen Terhadap Kualitas Layanan Top Five E-commerce di Indonesia

Salma, Raudina (2020) Analisis Positioning Merek Berdasarkan Persepsi Konsumen Terhadap Kualitas Layanan Top Five E-commerce di Indonesia. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri e-commerce merupakan pasar yang menjanjikan di Indonesia. Oleh sebab itu, Indonesia menjadi target utama bagi pemain e-commerce lokal maupun regional Asia Tenggara. Perusahaan e-commerce lokal mendominasi dalam peringkat top five e-commerce di Indonesia, namun Indonesia masih kekurangan perusahaan e-commerce lokal yang mampu menghadirkan user experience kelas atas. Identifikasi strategi positioning merek berdasarkan persepsi konsumen menjadi hal yang penting untuk diperhatikan, karena dengan ini perusahaan e-commerce akan menemukan posisi kompetitifnya sehingga dapat menciptakan keunggulan di benak konsumen. Penelitian ini bertujuan untuk mengevaluasi bagaimana atribut kualitas layanan memengaruhi evaluasi konsumen terhadap positioning merek top five e-commerce di Indonesia. Atribut kualitas layanan M-S-QUAL scale diantaranya efficiency (EC), fulfillment (FF), contact (CT), dan responsiveness (RS) digunakan sebagai variabel penelitian. Penelitian ini dilakukan menggunakan pendekatan kuantitatif dengan pengumpulan data melalui online survey kuisioner kepada 290 responden. Teknik analisis data yang digunakan adalah Multiple Discriminant Analysis (MDA) yang kemudian digambarkan ke dalam perceptual map untuk menunjukkan posisi kompetitif setiap perusahaan e-commerce. Pengolahan data dilakukan menggunakan software IBM SPSS. Temuan dari penelitian ini menunjukkan bahwa top-five e-commerce di Indonesia yaitu Tokopedia, Shopee, JD.ID, Bukalapak, dan Lazada dipersepsikan secara berbeda oleh pelanggan berdasarkan atribut kualitas layanan serta keunggulannya. Tokopedia dapat dikatakan sebagai e-commerce yang paling unggul karena memiliki dua atribut yaitu FF dan EC sebagai keunggulannya. Lazada menjadi e-commerce yang berada di posisi paling lemah karena dipersepsikan oleh pelanggan sebagai e-commerce yang tidak memberikan keempat atribut kualitas layanan dengan baik. Setiap e-commerce harus mampu mempertahankan keunggulannya tanpa mengabaikan atribut kualitas layanan lainnya yang juga penting bagi pelanggan. E-commerce harus melakukan beberapa improvement pada atribut layanan yang tidak dirasakan secara maksimal oleh pelanggan dan mereka juga perlu memperhatikan atribut layanan yang belum dirasakan oleh pelanggan. Oleh sebab itu, penelitian ini juga merumuskan implikasi manajerial untuk masing-masing e-commerce yang berhubungan dengan evaluasi positioning dengan tujuan untuk meningkatkan jumlah pengguna dan pelanggan e-commerce. ================================================================================================================ The e-commerce industry is a promising market in Indonesia. Therefore, Indonesia has become the main target for both local and regional Southeast Asia e-commerce players. Local e-commerce companies have dominated on the ranks of top five e-commerce in Indonesia, but Indonesia still lacks local e-commerce companies that can provide a high-end user experience. Identification of positioning strategies based on consumer perceptions is become important to note, because from this, e-commerce company can see their competitive position so they can differentiate the company from their competitors. This research aims to evaluate how the service quality attributes influence the consumer evaluations of e-commerce brand positioning. Service quality attributes M-S-QUAL scale including efficiency (EC), fulfillment (FF), contact (CT), and responsiveness (RS) are used as variables in this research. This research was conducted using a quantitative approach by collecting data through an online survey questionnaire to 290 respondents. The data analysis technique used is Multiple Discriminant Analysis (MDA) which is then visualized in perceptual map to show the competitive position of each e-commerce company. Data processing was performed using IBM SPSS software. The findings of this study indicate that top-five e-commerce in Indonesia which are Tokopedia, Shopee, JD.ID, Bukalapak, and Lazada are perceived differently by customers based on service quality attributes and their superiority. Tokopedia can be defined as the most superior e-commerce because they have two attributes, FF and EC as their superiority. Lazada being e-commerce with the weakest position because they are perceived by customers as e-commerce that doesn’t provide a good service quality based on these four attributes. Each e-commerce company must be able to maintain their superiority without ignoring other service quality attributes that are also important for customers. E-commerce should do some improvements to the service attributes that are not maximally felt by customers and they also need to pay attention on the service attributes that have not been perceived by customers. Therefore, this study also formulates managerial implications for each e-commerce company related to brand positioning evaluations with the aim of increasimg the number of e-commerce users and customers.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Positioning merek; industri e-commerce; persepsi; kualitas layanan; Multiple Discriminant Analysis (MDA); perceptual map; brand Positioning; e-commerce industry; perception; service quality; Multiple Discriminant Analysis (MDA); perceptual map.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises
H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis.
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Raudina Salma
Date Deposited: 13 Aug 2020 07:47
Last Modified: 13 Aug 2020 07:47
URI: https://repository.its.ac.id/id/eprint/77898

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