Hasil Pencarian  ::  Simpan CSV :: Kembali

Abstrak :
Kenaikan jumlah kelahiran di Indonesia pada era pandemi memberikan peluang bagi usaha perlengkapan Bayi. Bersamaan dengan ini, transaksi pembelian online pun meningkat. Penelitian ini bertujuan untuk mengetahui segmentasi nilai dari setiap segmen pelanggan menggunakan Customer Lifetime Value (CLV) dan menyusun strategi untuk setiap segmentasi pelanggan guna meningkatkan nilai daya saing usaha. Metode K-Means Clustering digunakan untuk mensegmentasi pelanggan menjadi beberapa kluster dan nilai CLV dipakai untuk menentukan nilai dari setiap segmen pelanggan dengan variabel Recency, Frequency, dan Monetary (RFM). Penyebaran kluster menggunakan Customer Value Matrix (CVM) juga dilakukan untuk memastikan karakteristik kluster. Data sekunder didapat dari transaksi penjualan. Analisa penjualan produk dilakukan dengan metode Association Rule yang menghasilkan salah satu strategi dalam Customer Development. Penelitian menghasilkan 5 kluster untuk pelanggan dengan 16 strategi untuk keseluruhan kluster. Strategi cross-selling merupakan strategi yang paling direkomendasikan. ......The increase number of births in Indonesia during the pandemic era provided opportunities for baby equipment businesses. At the same time, online purchase transactions have also increased. This study aims to determine the segmentation and value of each customer segment using CLV and develop strategies for each customer segmentation in order to increase the value of business competitiveness. The K-Means Clustering method is used to segment customers into several clusters and the CLV value is used to determine the value of each customer segment with the RFM variable. Cluster deployment using CVM is also carried out to ensure cluster characteristics. Secondary data is obtained from sales transactions. Analysis of product sales is carried out using the Association Rules method which results in one of the strategies in Customer Development. The research resulted in 5 clusters for customers with 16 strategies for the whole cluster. Cross-selling strategy is the most recommended strategy

Abstrak :

Tujuan dari penelitian ini adalah untuk menguji apakah atribut kualitas layanan elektronik pada situs website mobil mewah resmi akan mempengaruhi kepuasan pelanggan (e-satisfaction), dan apakah kepuasan pelanggan pada situs website resmi mobil mewah (e-satisfaction) akan mempengaruhi loyalitas pelanggan (e-loyalty), dan apakah loyalitas pelanggan pada website resmi (e-loyalty) akan membentuk pengaruh positif terhadap brand attitude pada merek mobil mewah. Studi ini berfokus pada konsumen mobil mewah aktual yang memiliki mobil mewah atau pernah membeli mobil mewah dengan kriteria mobil mewah memiliki kapasitas mesin sama dengan atau lebih dari 3000cc dengan harga sama dengan atau lebih dari 1 Milyar Rupiah, dan dengan kriteria lainnya yaitu konsumen harus telah mengunjungi situs web resmi mobil mewah dalam enam bulan terakhir. Melalui survei online, penulis meminta responden untuk mengevaluasi persepsi mereka tentang atribut layanan elektronik yang tersedia pada situs web resmi merek mobil mewah berdasarkan pengalaman mereka dengan situs tersebut. Sebanyak 423 responden diperoleh. Dari sembilan dimensi kualitas layanan elektronik yang diidentifikasi, deskripsi produk, presentasi produk, efisiensi, dan customer service pada website adalah dimensi signifikan yang mempengaruhi keseluruhan konsumen mobil mewah dalam kepuasan elektronik. E-satisfaction mempengaruhi e-loyalty, tetapi e-loyalty tidak signifikan mempengaruhi brand attitude. Meskipun pertumbuhan penggunaan internet meningkat dan minat pada mobil premium dari berbagai kalangan masayrakat meningkat, hanya sedikit penelitian yang berfokus pada bagaimana konsumen mobil mewah memandang situs website resmi perusahaan mobil mewah tersebut. Temuan penelitian ini memberikan implikasi praktis yang dapat dipertimbangkan bagi perusahaan merek mobil mewah dengan membuktikan bahwa dalam pertumbuhan teknologi dan penggunaan internet, strategi pemasaran dengan situs web resmi dapat berpengaruh pada kepuasaan dan loyalitas konsumen pada situs perusahaan.

Kata kunci: mobil mewah, website resmi, e-service quality, e-satisfaction, e-loyalty.

---

 

The purpose of this paper is to examine whether e-service quality attributes on the official luxury car website will affect customer satisfaction (e-satisfaction), and whether customer satisfaction on the official website of luxury cars (e-satisfaction) will affect customer loyalty (e-loyalty), and examine whether customer loyalty (e-loyalty) will form a positive affect to brand attitude on luxury car brands. This study focused on actual luxury consumers who have or have purchased luxury cars and have visited the luxury car official website in the past six month. An online survey asked participants to evaluate their perceptions of e- service quality attributes that is available on luxury car brands official sites based on their experience with the sites. Total 423 respondents obtained. Data processing is performed by using methods of Partial Least-Squares. First, measurement/ outer model to test the validity and reliability of the observed variables whether the observed variables can measure latent variables and to test the feasibility of indicators. The next method is inner model analysis to find out the relationship between variables and how the direct & indirect effects between variables. Of the nine e-service quality dimensions identified, product describe, product present, effectivity, and customer service were significant dimensions affecting luxury car consumers overall in e-satisfaction. E- satisfaction affecting e-loyalty, but e-loyalty were not significant affected brand attitude. Despite the growth of internet usage and the increasing interest in luxury consumption by consumers from a variety of demographic groups, little research has focused on how luxury consumers perceive luxury brands own official website and how luxury car brands develop their own official website sites to meet demographically dissimilar customers necessities and how luxury car brands build and establish luxury atmosphere inside the internet media. The findings of the study provide valuable practical implications to luxury car companies by proving that in the growth of technology and internet usage, the marketing strategy by website official is applicable to engage luxury consumers by noticed the e-service quality attributes to find out the e-service quality attributes that affected luxury customers satisfaction (e-satisfaction) and loyalty (e- loyalty).

 

 

Keywords luxury car, official website, e-service quality, e-satisfaction, e-loyalty.

Abstrak :
[ABSTRAK
Penggunaan online shopping, khususnya di bidang fashion, sebagai salah satu pemenuhan kebutuhan masyarakat Indonesia memiliki proses penerimaan yang kompleks berdasarkan perilaku konsumen yang late adopters, risk averse, socially oriented, dan impulsive buyers. Salah satu model behavior yang sesuai dengan perilaku konsumen tersebut adalah Schwartz Motivational Value. Penelitian ini dikhususkan pada responden yang pernah melakukan pembelian secara online di Zalora selama tiga bulan terakhir dan diolah menggunakan metode Structural Equation Modelling untuk memperoleh value apa saja yang mempengaruhi behavior konsumen dalam mengadopsi online shopping, sehingga diketahui sejauh mana konsumen menerima online shopping melalui framework technology adoption lifecycle serta dapat memberikan rekomendasi terkait strategi marketing perusahaan e-commerce. Hasil penelitian menunjukkan bahwa grup konsumen socially oriented dan impulsive buyers yang secara signifikan memanfaatkan resources internet dalam melakukan online shopping, namun pada saat yang sama grup konsumen socially oriented merasakan ketidakyamanan dalam melakukan online shopping. Selain itu, dengan adanya resources dalam melakukan online shopping tidak serta merta membuat konsumen sering melakukan online shopping dan berdampak pada uang yang dikeluarkan, akan tetapi adanya ketidaknyamanan justru berdampak signifikan terhadap frekuensi online shopping yang dilakukan konsumen serta uang yang dikeluarkan. Oleh karena itu, berdasarkan hasil penelitian ini dapat disimpulkan bahwa konsumen Zalora berada pada tahap Early Majority dalam menerima Zalora sebagai salah satu online shopping di Indonesia. ABSTRACT
The usage of online shopping, especially in the field of fashion, as one of the needs fulfillment for Indonesian community seems to have a complex adoption process based on the nature of Indonesian?s consumer behavior, which are late adopters, risk averse, socially oriented and impulsive buyers. One of the behavior model that corresponds to this consumer behavior is Schwartz Motivational Value. This research is devoted to the respondents who had made a purchase online in Zalora over the past three months and the data is processed using Structural Equation Modeling to obtain values that influence the behavior of consumers in adopting online shopping, how far consumers receive online shopping technology through the framework of technology adoption lifecycle based on the result, and also provide recommendations related to the company's marketing strategy. The results show that consumer who tends to be socially oriented and impulsive buyers significantly utilize internet resources in doing online shopping, but at the same time socially oriented consumers feel inconvinience in doing online shopping. Moreover, with the resources to do online shopping does not necessarily mean that consumers often do online shopping and spent more money on online shopping, but the inconvinience in online shopping is precisely a significant impact on the frequency of consumer online shopping done and the money that is spent on it. Therefore, based on these results we can conclude that Zalora consumers are at the stage of the Early Majority in accepting Zalora as one of the online shopping in Indonesia., The usage of online shopping, especially in the field of fashion, as one of the needs fulfillment for Indonesian community seems to have a complex adoption process based on the nature of Indonesian’s consumer behavior, which are late adopters, risk averse, socially oriented and impulsive buyers. One of the behavior model that corresponds to this consumer behavior is Schwartz Motivational Value. This research is devoted to the respondents who had made a purchase online in Zalora over the past three months and the data is processed using Structural Equation Modeling to obtain values that influence the behavior of consumers in adopting online shopping, how far consumers receive online shopping technology through the framework of technology adoption lifecycle based on the result, and also provide recommendations related to the company's marketing strategy. The results show that consumer who tends to be socially oriented and impulsive buyers significantly utilize internet resources in doing online shopping, but at the same time socially oriented consumers feel inconvinience in doing online shopping. Moreover, with the resources to do online shopping does not necessarily mean that consumers often do online shopping and spent more money on online shopping, but the inconvinience in online shopping is precisely a significant impact on the frequency of consumer online shopping done and the money that is spent on it. Therefore, based on these results we can conclude that Zalora consumers are at the stage of the Early Majority in accepting Zalora as one of the online shopping in Indonesia.]

Abstrak :
ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth pada ulasan online di akun media sosial Instagram @beritagadget terhadap minat beli melalui sikap merek. Penelitian ini adalah penelitian kuantitatif. Sampel dalam penelitian ini adalah 100 responden, berumur 17 tahun ke atas, yang dapat mengakses internet terutama Instagram dan pernah membaca informasi mengenai produk smartphone OPPO di akun Instagram @beritagadget, namun belum pernah membeli produk atau jasanya. Sampel diambil dengan menggunakan non-probability sampling dengan teknik purposive sampling. Analisis yang digunakan dalam penelitian ini adalah analisis multivariat dengan menggunakan path analysis dan Uji Sobel pada SPSS 23.0. Hasil penelitian menunjukkan bahwa Electronic Word of Mouth memiliki pengaruh yang signifikan terhadap minat beli secara tidak langsung melalui variabel sikap merek dan juga memiliki pengaruh yang signifikan antara variabel electronic word of mouth terhadap minat beli konsumen secara langsung.

---

ABSTRACT The study aims to analyze the effect of electronic word-of-mouth on Instagram @beritagadget social media accounts toward purchase intention through brand attitude. This study uses a quantitative approach. The sample in this study are 100 respondents, who aged 18 years and above, can uses the internet especially Instagram and have read information about OPPO smartphone products on Instagram account @beritagadget, but have never purchased a product or service before. Samples were taken using non-probability sampling with purposive sampling technique. Analysis technique of the data uses in this study is multivariate analysis using path analysis and Sobel Test on SPSS 23.0. The results shows that Electronic Word of Mouth has a significant indirect effect toward purchase intention through brand attitude as a mediating variable, and significant direct effect toward purchase intention.