Articles

Determining Marketing Mix of CV Nutri Pro by Using Big Data Analytics

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Technological growth supports the acceleration of the health industry. Technology provides an opportunity for business actors to convey product advantages to be disseminated widely through digital media. Apart from providing benefits in the easy dissemination of information, digital media can be a sales media for the health industry. Based on data from Tokopedia (e-commerce with the most users in Indonesia), the biggest sales are dominated by health products. Large amounts of data (big data) available in e-commerce can be extracted using the Web Scraping method. Big data can be processed to gain certain insights in achieving competitive advantage. CV Nutri Pro as a medium-sized business has limited data which causes the marketing mix that has been prepared beforehand to be incomplete. This condition causes out of sync, where there are demands that cannot be fulfilled. Based on the opportunity to utilize big data, CV Nutri Pro can determine a comprehensive renewable marketing mix. Each aspect of the marketing mix (4Ps) will be processed using big data analytics. The methods used include Pivot Data, K-Means, and Multidimensional Scaling (MDS). This research provides new insights for the company to renew marketing mix.

Proposed Design of Performance Management Framework for 3PL (Third-Party Logistics) Aggregator

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This white paper proposes a performance management framework for third-party logistics aggregators (3PLs) that connect e-commerce companies and logistics providers. The logistics industry has grown rapidly in recent years, and with the emergence of aggregators, performance records must be updated. Using a case study of an Indonesian startup PT P, we create a framework using qualitative and quantitative interviews with the company’s C-levels. The framework is based on KPBMS, a simple and knowledge-based performance management system available in Indonesia. Traditional financial-based performance management systems have proven limited in their ability to adapt to modern organizational operating systems. A new-generation performance management system is based on the company’s strategy and values, is customer-centric, long-term, and emphasizes continuous improvement. The proposed framework includes strategic objectives, key performance indicators (KPIs), objectives, initiatives and reviews. KPIs are categorized into financial, customer, internal process, and learning and growth perspectives. Goal setting is based on broader goals, and initiatives are defined on the basis of rapid outcomes and long-term projects. The review process includes monthly, quarterly, and annual reviews focused on identifying areas for improvement. The proposed framework will help 3PL aggregators like PT P to set up a performance management system to monitor the performance of logistics providers and provide recommendations to e-commerce companies.

Proposed Marketing Strategy to Increase Purchase Intention on Tokopedia Package Subscription

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Tokopedia is offering merchants a new feature called packaged subscriptions. However, there is evidence of low sales for these paid features. This study creates a marketing proposition to solve this problem with low-purchase packages. The purpose of this study is to identify the top reasons for unwillingness to pay, identify the key factors that motivate sellers to purchase, and identify appropriate strategies to motivate sellers to pay for packaged subscriptions. This research utilizes Triangulation method consisting of internal, external and qualitative analysis to determine that the main drivers of sellers’ purchase intention were price and information quality factors. The study uses the company’s industry environment, competitors, company capabilities, and the user’s analysis to generate recommendations using the QSPM matrix. The most pertinent recommendation is to offer a free trial program and scheduled in-app notifications to boost the seller’s intent to purchase the subscription package.

E-Commerce and Environmental Uncertainty Adoption in Strengthening Financial Literature on the Performance of MSMEs in the Culinary Sector in Solo

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This study has purpose (1) to analyse the effect of financial literacy on the performance of MSMEs. (2) to analyse the effect of financial literacy on the performance of MSMEs moderated by e-commerce adoption. (3) to analyse the effect of financial literacy on the performance of MSMEs moderated by environmental uncertainty. The quantitative descriptive approach was used in this study, which included 175 SMEs in the culinary sector in Solo. Data sources were acquired from primary sources utilizing a closed questionnaire technique, and the measurement scale was a 5-point Likert scale. The Pearson Correlation and Cronbach Alpha tests are used to assess the data’s quality. The data analysis technique used regression analysis with the Absolute Difference test approach, after first performing the traditional assumption test. The results of the study show (1) Financial literacy has a significant effect on the performance of MSMEs in the culinary sector in Solo City. (2) E-commerce can moderate the influence of financial literacy on the performance of MSMEs in the culinary sector in Solo City. (3) Environmental uncertainty cannot moderate the influence of financial literacy on the performance of MSMEs in the culinary sector in Solo City.

Proposed Service and Marketing Communication Initiatives to Strengthen Blibli Positioning in E-Commerce Industry

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Since the beginning of the pandemic, the trend of online shopping in Indonesia has been increasing as people are reluctant to shop outside their homes. This triggered the growth of the e-commerce industry, which then resulted in high competition in the industry. Each company provides a wide selection of products and competitive prices to increase sales. Blibli, as one of the leading e-commerce companies in Indonesia under Djarum Group, believes that there needs to be other initiatives beyond price and product variety to strengthen the company’s position. Blibli is committed to providing convenience and security in shopping by providing maximum service. By using primary and secondary data, the author analyses conditions of competitors, customer segmentation that prioritizes services, and how to effectively communicate the services that Blibli has. Primary data is obtained through questionnaires distributed to active users of e-commerce. Through the research conducted, it can be concluded that Blibli’s main competitors (Tokopedia and Shopee) currently do not use services as a differentiator. The author also proposes customer segmentation, namely the millennial generation, who are aware of the importance of service in online shopping. Blibli’s “positioning” proposed in this research is basically in accordance with Blibli’s current “positioning,” but Blibli needs to update its marketing communication strategy so that customers understand Blibli’s advantages. The proposal submitted by the author is expected to help Blibli strengthen its position in the industry as a company that always prioritizes customer satisfaction through excellent services.

Proposing a Research Model on Factors Affecting Customers’ Trust in E-Commerce Transactions in Binh Dinh

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Although online shopping is convenient, has many advantages, and is the trend of the times, consumers still have not put their whole trust in these goods and service providers. It is essential to study the factors affecting customer trust in e-commerce transactions. To have the basis to carry out this study, the authors have analyzed relevant research at home and abroad. On that basis, propose a model to study the factors affecting the trust of customers in e-commerce transactions in Binh Dinh province, which are: website reputation, website design, information quality, transaction safety, and social impact.

A Study on Relationship between Service Quality and Customer Loyalty with Reference to Online Hotel Booking Apps

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Expeditious development of e-commerce sector in hotel and tourism industry helped a competitive edge to the hotel industry to expand their online market space. In order to be successful in the market it is not sufficient to attract new customers, managers must concentrate on retaining existing customers implementing effective policies of customer satisfaction and loyalty. Online hotel reservation system is the best platform as it is beneficial to both customers and hotel management. Hotel booking procedure must be unblemished and convenient to attract new and existing customers through digital platforms. This article explores the relationship between service quality and customer loyalty with reference to online hotel booking apps. This study evaluates the appropriateness of service quality measurements in the context of online hotel booking apps. The scope of the study is to identify the factors attracting the users who use online hotel booking apps that helps to increase their loyalty in Kerala. The data are collected throughout structured questionnaire by using non-probability sampling method. The study reveals that there is a significant positive relationship between service quality and customer loyalty among online hotel booking apps.

E-Commerce Apps – Solutions for Farm-Household in the Context of the Covid-19 Pandemic: Research on Suppliers of Lychee Products According to Global Gap Standards

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In the context of the outbreak of the Covid-19 pandemic in countries around the world, it is extremely hard for farmers to consume agricultural products, thereby affecting their production results. This study was designed to analyze the factors affecting the production and business results of lychee farmers in Vietnam in the context of the influence of the Covid 19 pandemic. Data for the study was collected from a survey of about 400 lychee production households according to Global Gap standards in Vietnam. Research findings have shown that the revenue from the supply of lychee products of farmers in Vietnam has decreased after the effects of Covid 19. Along with that, factors also have different degrees of influence on the business results of lychee-producing households. Especially in the context of the Covid 19 pandemic, e-commerce has become an effective consumption channel, supporting the consumption of products of lychee producers in Vietnam. In the light of those findings, the author provided recommendations for lychee product suppliers in Vietnam on how to solve their problems.