Analisa strategi pemasaran internet 7cs terhadap keputusan pembelian di rajahanduk.com

Prajogo, Daniel Kurniawan (2011) Analisa strategi pemasaran internet 7cs terhadap keputusan pembelian di rajahanduk.com. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Internet telah memberikan terobosan besar bagi perkembangan pemasaran dan dunia bisnis. Dalam perkembangannya bagi dunia bisnis, kegunaan internet sudah tidak diragukan lagi sebagai salah satu kekuatan yang mampu menciptakan keunggulan bersaing, seperti yang dilakukan oleh rajahanduk.com. Kerangka kerja 7Cs (community, connectivity, customer care, communication, content, customisation dan convenience) adalah komponen utama yang menambah nilai dan berkontribusi pada kualitas dari pengalaman online serta merupakan pengembangan dari bauran pemasaran (4P) yang disesuaikan untuk dunia maya. Penelitian ini akan membahas tentang analisa strategi pemasaran melalui internet dengan konsep 7Cs yang mempengaruhi keputusan pembelian pelanggan rajahanduk.com, Berdasarkan penelitian terdahulu mengenai kerangka kerja 7Cs, maka penelitian ini ingin mengkaji pengaruh antar variabel yaitu variabel independent (strategi pemasaran internet 7Cs) terhadap keputusan pembelian di rajahanduk.com, baik secara parsial maupun secara simultan. Sampel dalam penelitian ini meliputi pelanggan yang pernah berkunjung dan melakukan pembelian di situs rajahanduk.com. Hasil penelitian menunjukkan bahwa terdapat empat variabel yang berpengaruh signifikan keputusan pembelian di rajahanduk.com yaitu X1- convenience, X4-community, X5-connectivity dan X6-customer care. Variabel lain yang tidak signifikan yaitu X2-content, X3-customisation dan X7- communication. Sedangkan secara simultan dan bersama-sama, strategi pemasaran internet (7Cs) berpengaruh positif terhadap keputusan pembelian pelanggan rajahanduk.com. Secara umum, penelitian ini juga memiliki implikasi bahwa model penelitian ini cocok diaplikasikan pada toko yang menggunakan internet sebagai medianya. Sebagai implikasi manajerial, rajahanduk.com perlu meningkatkan tingkat kenyamanan (Convenience) pada desain web site yang dimilikinya, menjaga komunikasi dengan para pelanggan melalui komunitas yang ada, membangun konektivitas online secara aktif antara situs-situs yang sejenis ataupun situs search engine serta meningkatkan hubungan layanan pelanggan / Internet has provided a major breakthrough for the development of marketing and business world. In development for the business world, the use of internet has no doubt as one force capable of creating competitive advantage, as is done by rajahanduk.com. 7Cs framework (community, connectivity, customer care, communication, content, customisation and convenience) are the main components that add value and contribute to the quality of online experience and is a development of the marketing mix (4P) are adjusted to the virtual world. This study will discuss the analysis of marketing strategies over the internet with the concept 7Cs that affect customer buying decisions rajahanduk.com, Based on previous research, the study wanted to examine the influence of the variables between the independent variables (7Cs internet marketing strategy) to the buying decision in rajahanduk.com, either partially or simultaneously. The sample in this study include customers who've been and make purchases on the site rajahanduk.com. The results showed that variables that influence purchasing decisions inconvenience rajahanduk.com namely X1-convenience, X4-community, X5- connectivity and X6-customer care.. Other variables are not significant of X2- content, X3-customisation dan X7-communication. While simultaneously, internet marketing strategies (7Cs) positive influence on purchasing decisions of customers rajahanduk.com. In general, this research also has implications this research model fits applied to the stores that use the internet as a medium. As a managerial implication, rajahanduk.com need to increase the comfort level (Convenience) on its web site design, maintain communication with customers through existing community, actively building online connectivity between these sites are similar or website search engines and improve service relationship the customer

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Prajogo, Daniel KurniawanNIM01120080015UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorWijayanto, HeruUNSPECIFIEDUNSPECIFIED
Thesis advisorNelloh, Liza A. MUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: toko online internet; strategi pemasaran 7cs; keputusan pembelian; ecommerce; online shop; internet; marketing strategy 7Cs; customer buying decision; ecommerce
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management
Current > Faculty/School - UPH Surabaya > Business School > Management
Depositing User: Rafael Rudy
Date Deposited: 20 Oct 2022 03:46
Last Modified: 20 Oct 2022 03:46
URI: http://repository.uph.edu/id/eprint/50799

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