PROPOSED STRATEGIES TO IMPROVE ONLINE SALES BASED ON INTER-PLATFORM CUSTOMER PREFERENCES

Tananto, Ivan Etenia (2021) PROPOSED STRATEGIES TO IMPROVE ONLINE SALES BASED ON INTER-PLATFORM CUSTOMER PREFERENCES. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

Indonesia is one of the countries that declared entering the industrial revolution 4.0 era. This is embraced by the rapid development of internet technology in Indonesia. The retail sectors are also growing up, this is marked by the entry of the era of commerce 4.0 where the shift in consumer shopping patterns from those previously making direct transactions to using online store platforms. Along with the development of e-commerce, there are various platforms for online shopping, those are led to an increase in the competition of online shopping. In Indonesia, the common platform customer purchased the product are marketplace, social media, and website. Marketplace, social media, and Website platforms require different strategies. Therefore, it is necessary to identify the success factors of each platform based on customer preferences. The success factors identified can be used to develop a comprehensive strategy. Prior to data collection, this study determines the success factors of an online store platform from previous studies. After that, each of the success factors was grouped using the concept of electronic service quality. In the next stage, data collection is carried out on customers of each online shop platform. Calculations are carried out using the Rank Order Clustering (ROC) method to determine the priority of factors according to consumers on each platform. Furthermore, strategy formulation is carried out based on consumer priorities and customer responses on each platform. The final outcome of the strategy is compared with the opinions of the practitioners to ensure that the strategies developed are valid. The results of this study indicate that there are similarities and differences in consumer preferences for success factors across platforms. The similarity that arises is that the efficiency factor is the most important factor on the three platforms tested, namely the marketplace, social media, and the website. From the efficiency factor, the main priority according to consumers is navigation, information attributes, and payment methods. The general differences between platform fulfillment tend to be more important in social media. One of the general strategy proposals sellers can do is to provide complete product information, make good use of the features on each platform, and provide a complete selection of payment methods. The main strategy recommendation in the marketplace regarding the efficiency dimension is providing complete information and easy navigation for the customers. In social media, the privacy dimension is becoming the most important factor, the strategy recommendation is enhancing the trust of customers by using influencers. In the other hand website platform recommendation similar with marketplace are construct complete navigation and construct complete information attribute for customers.

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