Perancangan pasar hybrid dengan perdagangan online dan konvensional berdasarkan studi atribut perilaku

Adrian, Ezar Dwinanta (2022) Perancangan pasar hybrid dengan perdagangan online dan konvensional berdasarkan studi atribut perilaku. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kehidupan manusia sebagai mahluk bermasyarakat berkaitan erat dengan interaksi sosial. Pasar umumnya dapat mengakomodasi kegiatan sosial dan juga ekonomi. Perkembangan pengguna e-commerce mengalami peningkatan khususnya pada kategori barang dagangan bahan makanan dan kebutuhan sehari-hari. Menurut survey oleh Bank DBS Indonesia mendapatkan hasil bahwa minat masyarakat untuk berbelanja bahan makanan secara online setelah pandemi meningkat dari 3% menjadi 21%. Hal tersebut dapat berdampak buruk bagi pedagang yang tidak memiliki akses terhadap fasilitas online. Fenomena tersebut dapat dilihat dari pedagang yang terpaksa menutup kiosnya di pasar akibat sepi pembeli sehingga pasar tradisional terancam hilang. Penelitian ini bertujuan untuk mengembalikan pengalaman berbelanja secara offline dengan cara menggabungkan sistem perbelanjaan online dan offline dalam sebuah bangunan fisik pasar, serta menyesuaikan setting fisik dengan kriteria atribut perilaku para pihak yang terlibat dalam proses perdagangan pasar online maupun konvensional. Hal tersebut diharapkan dapat meningkatkan daya tarik komersil sehingga meningkatkan tingkat kunjungan pasar. Atribut perilaku yang dimaksud yaitu: kenyamanan (comfort); sosialitas (sociality) ; aksesibilitas (accesibility) ; ransangan inderawi (sensory stimulation) ; teritorialitas (control) ; privasi (privacy) ; legibilitas (legibility) ; makna (meaning) ; kesesakan (crowdedness), dari 9 atribut tersebut memiliki kriteria setting fisiknya masing-masing yang mempengaruhi perilaku pengguna pasar dan berlaku pula sebaliknya. Dalam penelitian ini difokuskan pada penataan aksesibilitas untuk mencapai efisiensi dalam berbelanja. Hasil dari penelitian ini berupa strategi dan konsep desain pasar hybrid yang memiliki faktor pendorong bagi masyarakat untuk berbelanja secara online maupun offline, yang akan diterapkan pada perancangan pasar hybrid. / Human life as a social being is closely related to social interaction. Markets can generally accommodate social as well as economic activities. The development of e-commerce users has increased, especially in the category of groceries and daily necessities. According to a survey by Bank DBS Indonesia, it was found that people's interest in shopping for groceries online after the pandemic increased from 3% to 21%. This can have a negative impact on traders who do not have access to online facilities. This phenomenon can be seen from the traders who are forced to close their stalls in the market due to lack of buyers so that the traditional market is in danger of disappearing. This study aims to restore the offline shopping experience by combining online and offline shopping systems in a physical market building, as well as adjusting the physical setting with the behavioral attribute criteria of the parties involved in the online and conventional market trading process. This is expected to increase commercial attractiveness thereby increasing the level of market visits. The behavioral attributes in question are: comfort; sociality (sociality); accessibility (accessibility); sensory stimulation (sensory stimulation); territoriality (control); privacy (privacy); legitimacy ( legibility ) ; meaning (meaning); Crowdedness (crowdedness), of the 9 attributes have criteria for their respective physical settings that affect the behavior of market users and vice versa. This research focuses on structuring accessibility to achieve efficiency in shopping. The results of this research are in the form of strategies and concepts of hybrid market design that have a driving factor for people to shop online and offline, which will be applied to the design of the hybrid market.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Adrian, Ezar DwinantaNIM01022180050ezar.adrian@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSrinaga, FeliaNIDN0319056003felia.srinaga@uph.edu
Uncontrolled Keywords: atribut perilaku ; perdagangan online ; perdagangan konvensional ; pasar hybrid
Subjects: N Fine Arts > NA Architecture
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > School of Design > Architecture
Current > Faculty/School - UPH Karawaci > School of Design > Architecture
Depositing User: Ezar Dwinanta Adrian
Date Deposited: 07 Jun 2022 04:34
Last Modified: 07 Jun 2022 04:34
URI: http://repository.uph.edu/id/eprint/47719

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