ANALISIS STRATEGI PEMASARAN DAN PENJUALAN E-COMMERCE DI TOKOPEDIA.COM
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Abstract
ABSTRACT
Currently the development of information technology is very complex and gives a lot of impact for human life, including business on the internet, which is E-Commerce that saves time and does not require large capital to promote products. One of them is Tokopedia website that serves the sale of goods and services so that anyone can do business and compete with low cost. This website provides business opportunities and sells various products at more affordable prices than the general store. To launch its marketing, Tokopedia cooperates with banking institutions and other companies to make it easy for consumers to make payments. Tokopedia also works with major shipping agencies to facilitate the inspection of goods delivery status. Therefore, this research will analyze the marketing strategy of E-Commerce Business to Customer (B2C) using content analysis (content analysis) to give an idea of how to improve the effectiveness and efficiency of marketing strategy through E-commerce. This research is qualitative descriptive research. Data were collected by library research method and field research using observation and interview technique. With content analysis (content analysis) and deductive analysis, this study examines the Tokopedia E Commerce marketing strategy. The results show that Tokopedia website is an online mall that provides online business with ease, as well as providing a safe and convenient online shopping experience as it includes search engine that facilitates product search, directory as shopping catalog, and features for easy user using Tokopedia, as well as the artist as a website ambassador is a unique marketing strategy to attract public interest. To that end, Tokopedia needs to improve customer service with reliable sales, easier payment, quick response to requests and buyer complaints, and display product images that match the actual product conditions.
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