Yulinar, Lena and Dr. Riyanti Isaskar, SP., M.Si. and Elita Dewi, SP., MP. (2023) Keputusan Pembelian Bahan Pangan di Marketplace Tokopedia pada Generasi Z Selama Pandemi COVID-19. Sarjana thesis, Universitas Brawijaya.
Abstract
Saat ini adalah era dimana belanja online telah masuk dalam dinamika kehidupan masyarakat. Banyak perusahaan yang telah beralih metode pemasaran dari konvensional menjadi berbasis online untuk dapat bertahan dalam persaingan. Didukung dengan kondisi saat ini dimana terjadi pandemi COVID-19 yang membatasi lingkup gerak pelaku usaha tanpa terkecuali adalah marketplace Tokopedia. Untuk bisa bertahan ditengah ketatnya persaingan dan keterbatasan, maka marketplace Tokopedia harus melakukan banyak optimasi dan perbaikan sistem agar kegiatan jual beli di platform Tokopedia berjalan normal dan tidak ada keterlambatan pengiriman meski adanya kebijakan pandemi COVID-19. Namun sayangnya pada Mei 2020 Tokopedia dilaporkan mendapati kebocoran data karena mengalami peretasan. Beredarnya isu kebocoran data di marketplace Tokopedia harus segera ditangani agar tidak berdampak negatif terhadap keputusan pembelian konsumen dan kunjungan toko di Tokopedia diprediksi mengalami penurunan. Marketplace Tokopedia harus melalukan inovasi dan perbaikan sistem agar dapat bersaing dengan marketplace sejenis lainnya ditengah pandemi COVID-19. Salah satu inovasi dan perbaikan sistem yang dapat dilakukan adalah memperbaiki keamanan, kualitas pelayanan, dan kemudahan penggunaan aplikasi Tokopedia. Tujuan dari penelitian ini ialah (1) Menganalisis pengaruh variabel keamanan terhadap keputusan pembelian bahan pangan di marketplace Tokopedia selama pandemi COVID-19, (2) Menganalisis pengaruh variabel kualitas pelayanan terhadap keputusan pembelian bahan pangan di marketplace Tokopedia selama pandemi COVID-19, serta (3) Menganalisis pengaruh variabel kemudahan penggunaan aplikasi terhadap keputusan pembelian bahan pangan di marketplace Tokopedia selama pandemi COVID-19. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survey. Pengambilan data responden penelitian ini dilakukan pada bulan April-Juni 2022. Penentuan jumlah sampel dihitung dengan rumus Lemeshow dan didapatkan hasil sampel minimal sebanyak 100 responden. Karakteristik responden dalam penelitian ini adalah laki-laki dan perempuan yang berasal dari generasi Z dengan rentang usia 17-24 tahun dan pernah melakukan pembelian bahan pangan di marketplace Tokopedia minimal 1 kali selama masa pandemi COVID-19 pada periode bulan April-Juni 2022. Teknik pengumpulan data menggunakan angket melalui penyebaran kuesioner online (Google Form). Data hasil penelitian diolah dengan analisis statistik deskriptif dan analisis SEM (Structural Equation Modelling) model PLS (Partial Least Square) dengan bantuan software WarpPLS 7.0. Analisis statistik deskriptif digunakan untuk mendeskripsikan karakteristik responden dan hasil sebaran jawaban responden terkait masing-masing indikator variabel penelitian. Analisis data melalui SEM-PLS bertujuan untuk menganalisis pengaruh variabel keamanan, kualitas pelayanan dan kemudahana penggunaan di masa pandemi COVID-19 terhadap keputusan pembelian bahan pangan secara online di marketplace Tokopedia. Berdasarkan hasil penelitian, didapatkan hasil bahwa variabel keamanan, kualitas pelayanan, dan kemudahan penggunaan aplikasi memiliki hubungan signifikan terhadap keputusan pembelian bahan pangan di marketplace Tokopedia. Variabel yang memiliki pengaruh paling tinggi terhadap keputusan pembelian bahan pangan di marketplace Tokopedia adalah kualitas pelayanan (X2). Dalam variabel kualitas pelayanan, indikator yang paling berpengaruh adalah assurance (jaminan) pelayanan untuk konsumen Tokopedia, dan yang memiliki pengaruh paling rendah adalah responsiveness (daya tanggap) customer service Tokopedia dalam melayani konsumen. Saran yang bisa diberikan untuk peneliti selanjutnya dapat memperluas atau menambahkan variabel dan indikator-indikator lain yang tidak diteliti dalam penelitian ini untuk memperkaya wawasan misalnya variabel harga, kualitas produk, promosi dan sebagainya. Penelitian selanjutnya juga dapat menambahkan jumlah sampel penelitian menggunakan alat analisis lainnya seperti Statistical Package for Social Science (SPSS) untuk mendapatkan hasil yang lebih baik serta dapat melakukan perbandingan situasi era pandemi COVID-19 dan pasca COVID-19 untuk memperkaya ilmu pengetahuan. Saran yang dapat dipertimbangkan oleh pihak Tokopedia adalah memperbaiki kecepatan customer service Tokopedia agar memiliki kecepatan/ketanggapan dalam melayani konsumen lebih baik lagi. Hal tersebut karena indikator tersebut merupakan indikator terlemah dalam variabel yang paling kuat yaitu kualitas pelayanan (X2) terhadap keputusan pembelian (Y) sehingga apabila Tokopedia bisa memperbaiki tingkat kecepatan/ketanggapan customer service dalam melayani konsumen maka keputusan pembelian akan meningkat karena indikator ini yang mendominasi pengambilan keputusan konsumen. Selain itu topik dan pertanyaan yang ada di fitur ‘Tokopedia Care’ bisa di update secara berkala agar konsumen dapat mendapatkan pelayanan dengan topik terupdate. Sesi live chat bersama customer service Tokopedia semoga kedepannya bisa dibuat dalam bentuk panggilan suara atau video untuk memudahkan berkonsultasi dan respon yang lebih baik. Perlu juga untuk membuat himbauan kepada seller Tokopedia agar mempercepat respon dalam pembalasan pesan oleh konsumen agar dapat membantu meningkatkan keputusan pembelian.
English Abstract
Today is an era where online shopping has entered the dynamics of people's lives. Many companies have switched marketing methods from conventional to online-based in order to survive in the competition. Supported by the current conditions where there is a COVID-19 pandemic which limits the scope of movement of business actors without exception is the Tokopedia marketplace. To be able to survive in the midst of intense competition and limitations, the Tokopedia marketplace must carry out a lot of optimization and system improvements so that buying and selling activities on the Tokopedia platform run normally and there are no delays in delivery despite the COVID-19 pandemic policy. But unfortunately, in May 2020 Tokopedia was reported to have found a data leak due to a hack. The issue of data leakage in the Tokopedia marketplace must be addressed immediately so that it does not have a negative impact on consumer purchasing decisions and shop visits at Tokopedia are predicted to decrease. The Tokopedia marketplace must innovate and improve the system so that it can compete with other similar marketplaces amid the COVID-19 pandemic. One of the innovations and system improvements that can be made is to improve security, service quality, and ease of use of the Tokopedia application. The purposes of this study are (1) Analyze the effect of the safety variable on the decision to purchase food in the Tokopedia marketplace during the COVID-19 pandemic, (2) Analyze the effect of the variable service quality on the decision to purchase food in the Tokopedia marketplace during the COVID-19 pandemic, and (3) Analyze the effect of the variable ease of use of the application on the decision to purchase food on the Tokopedia marketplace during the COVID-19 pandemic. This study uses a quantitative approach with a survey design. Data collection for respondents in this study was carried out in April-June 2022. Determining the number of samples was calculated using the Lemeshow formula and obtained a minimum sample of 100 respondents. The characteristics of the respondents in this study were men and women who came from generation Z with an age range of 17-24 years and had purchased food at the Tokopedia marketplace at least once during the COVID-19 pandemic in the April-June 2022 period. data collection using a questionnaire through the distribution of online questionnaires (Google Form). The research data were processed using descriptive statistical analysis and SEM (Structural Equation Modeling) analysis of the PLS (Partial Least Square) model with the help of WarpPLS 7.0 software. Descriptive statistical analysis is used to describe the characteristics of the respondents and the results of the distribution of respondents' answers related to each indicator of the research variable. Data analysis through SEM-PLS aims to analyze the influence of the variables of safety, service quality and ease of use during the COVID-19 pandemic on online food purchasing decisions on the Tokopedia marketplace. Based on the research results, it was found that the variables of security, service quality, and ease of use of the application have a significant relationship to the decision to purchase food in the Tokopedia marketplace. The variable that has the highest influence on purchasing decisions for food in the Tokopedia marketplace is service quality (X2). In the service quality variable, the most influential indicator is service assurance for Tokopedia consumers, and the one that has the lowest influence is the responsiveness of Tokopedia's customer service in serving consumers. Suggestions that can be given to future researchers can expand or add other variables and indicators not examined in this study to enrich insights, for example price variables, product quality, promotions and so on. Future research can also add to the number of research samples using other analytical tools such as the Statistical Package for Social Science (SPSS) to get better results and to be able to compare situations during the COVID-19 and post-COVID-19 pandemic eras to enrich knowledge. The suggestion that can be considered by Tokopedia is to improve the speed of Tokopedia's customer service so that it has better speed/responsiveness in serving consumers. This is because this indicator is the weakest indicator in the strongest variable, namely service quality (X2) on purchasing decisions (Y) so that if Tokopedia can improve the level of speed/responsiveness of customer service in serving consumers, purchasing decisions will increase because this indicator dominates decision making. consumer decisions. In addition, topics and questions in the 'Tokopedia Care' feature can be updated regularly so that consumers can get services with updated topics. Live chat sessions with Tokopedia Customer Service hopefully in the future it can be made in the form of voice or video calls to facilitate consultation and better response. It is also necessary to make an appeal to Tokopedia sellers to speed up responses in replying to messages by consumers so that they can help improve purchasing decisions.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522040587 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | PKN 01 UB |
| Date Deposited: | 08 Jun 2023 01:07 |
| Last Modified: | 08 Jun 2023 01:07 |
| URI: | http://repository.ub.ac.id/id/eprint/201113 |
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