ANALISIS POSITIONING PEMETAAN MARKETPLACE BERDASARKAN PERSEPSI KONSUMEN DI JAKARTA SELATAN
DOI:
https://doi.org/10.37932/j.e.v12i1.446Keywords:
Marketplace, Positioning mapping, Multidimentional Scaling, Consumer, PerceptionAbstract
Penelitian bertujuan untuk menentukan posisi dan faktor yang mempengaruhi pemetaan marketplace berdasarkan persepsi konsumen di Jakarta Selatan. Metode penelitian adalah deskriptif. Responden berjumlah 140 orang, yang ditentukan secara non-probabilitas sampel (berdasarkan penilaian secara purposif) dan tersebar di wilayah Jakarta Selatan. Data dianalisis dengan penskalaan multidimensi yang menganalisis 5 marketplace, 7 atribut dan 15 indikator. Hasil penelitian menunjukkan bahwa bahwa posisi pertama marketplace berdasarkan pada atribut: 1) ease of use, 2) information quality,3) consumer service, 4) web/application design, 5) process controllability,6) outcome quality dan 7) price ditempati oleh Shopee, yang diikuti dengan Tokopedia, Bukalapak, Lazada dan Blibli dengan jarak eculidean. Hasill penelitian ini diharapkan UMKM memiliki semangat dalam mengembangkan atau memasarkan produknya melalui media marketplace dengan memperhatikan ketujuh atribut yang diteliti.This study aims to determine the positioning and factors for marketplace mapping, according to consumer perceptions in South Jakarta. This research method is descriptive. The 140 respondents around South Jakarta, were determined by non-probability techniques (purposive judgment sampling). The data analyzed by multidimensional scaling which involved 5 market places, 7 attributes and 15 indicators. The results of this study indicate that the first position of the marketplace based on the attributes of ease of use, information quality, consumer service, web/application design, process controllability, outcome quality and price is occupied by Shopee, followed by Tokopedia, Bukalapak, Lazada and Blibli.com with eculidean distance. The results of this research are expected that MSMEs have enthusiasm in developing or marketing their products through the media marketplace by paying attention to the seven attributes studied.References
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