Kudri, Sangidil (2019) Utilization of E-Commerce to Increase Sales Performance of International Standard Honey Bee Product (A Study in Kembang Joyo, Malang Regency). Sarjana thesis, Universitas Brawijaya.
Abstract
Bee product is one of the best comodity from Indonesia which produced by natural resource. According to Novandra And Widnyana (2013) Indonesia have large natural resource because caused Indonesia have Comparative advantage to increase economic development so that it can be competitive advantage and be a driver of national economic growth. It indicated that Indonesia have big potential in bee product. The total population brings Indonesia to become top five internet users in the world according to International Telecommunication Union (2015) with over 132,7 miilion users. The last few years have started a lot of businesses that rely on the internet as a marketing channel for reviewing the vast reach of the internet and many another potential that can be maximized from online marketing. Importance-Performance Analysis was first proposed by Martilla and James in their 1977 article "Importance- Performance Analysis" the Marketing Journal. In IPA technique, respondents were asked to assess the level of importance and performance of the firm, then the mean of importance and performance level were analyzed on Matrix, where the x axis represents perception whereas the y axis represents expectation. Key Performance Indicator is an important tool for management control system that obtains valuable feedback for planning and control. The research was conducted at PT. Kembang Joyo Sriwijaya, Raya Karangan street 101 Karangploso Subdistrict, Malang Regency, East Java Province in November 18th to December 18th 2018. Qualitative data that have been obtained from the results of respondent questionnaires and company management interviews then quantified by using the measurement scale (Likert) with scoring and weighting contained in the appendix. According to the result of the research 60% of total respondents are male, 100% of respondents are more than 30 years old, 65% of respondents are entrepreneur, 95% have income more than IDR 4,000,000 per month, 69% live in Jakarta City, 66% of respondents make purchases at least once a month, and 39% of respondents are active online media users in ordering. According to the quadrant division of cartesian diagram, dominant variable items of Kembang Joyo goes into quadrant II and III each quadrant 4 variable items of total 9 variable items. Map quality attributes of service related to ECommerce strategy PT. Kembang Joyo need to keep performance of product, price, place and customer complaint. The variable of customer online engagement, conversion rate, corporate reputation and promotion can be second priority scale. The variables of Social networking footprints have bias target market. The trend of sales performance is always increase. So, it can be assumed that the utilization of E-Commerce by Kembang Joyo are able to give a good impact because the performance is comparable with the level of customer satisfaction which is indicated by the level of customer involvement in E-Commerce applied.
English Abstract
The purpose of this study was to study the utilization of Ecommerce to increase bee products sales performance in Malang. The data was analyzed using a qualitative descriptive approach using Importance-Performance Analysis with three perspectives in the Key Performance Indicator (KPI) and Marketing Mix that were adjusted to the E-commerce discussion, such perspectives were operational, sales and marketing, customers and marketing mix (product, price, place, promotion, people, process) then analyzed by the Importance- Performance Analysis technique, the analysis results are mapped by cartesian diagram. Based on the results of the study, 60% of total respondents are male, 100% of respondents are more than 30 years old, 65% of respondents are entrepreneur, 95% have income more than IDR 4,000,000 per month, 69% live in Jakarta City, 66% of respondents make purchases at least once a month, and 39% of respondents are active online media users in ordering. According to the quadrant division of cartesian diagram, dominant variable items of Kembang Joyo goes into quadrant II and III each quadrant 4 variable items of total 9 variable items. Map quality attributes of service related to E-Commerce strategy PT. Kembang Joyo need to keep performance of product, price, place and customer complaint. The variable of customer online engagement, conversion rate, corporate reputation and promotion can be second priority scale. The variables of Social vi networking footprints have bias target market. The trend of sales performance is always increase. So, it can be assumed that the utilization of E-Commerce by Kembang Joyo are able to give a good impact because the performance is comparable with the level of customer satisfaction which is indicated by the level of customer involvement in E-Commerce applied.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FAPET/2019/455/051910228 |
| Uncontrolled Keywords: | E-Commerce, Importance-Performance Analysis (IPA), Key Performance Indicator |
| Subjects: | 600 Technology (Applied sciences) > 638 Insect culture > 638.1 Bee keeping (apiculture) / Bee culture > 638.16 Honey processing / Bee products / Honey |
| Divisions: | Fakultas Peternakan > Peternakan |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 14 Aug 2020 03:55 |
| Last Modified: | 14 Aug 2020 03:55 |
| URI: | http://repository.ub.ac.id/id/eprint/175697 |
Actions (login required)
 |
View Item |