ANALISIS PERBANDINGAN STRATEGI PEMASARAN PADA TOKO ONLINE (Studi Pada Shopee, Bukalapak, Lazada, dan Tokopedia)

• Main Author: Siti Karlina, (Author)
• Format: Book
• Published: 2020-07-07.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upnvj.ac.id/7887/26/ABSTRAK.pdf; http://repository.upnvj.ac.id/7887/23/AWAL.pdf; http://repository.upnvj.ac.id/7887/14/BAB%201.pdf; http://repository.upnvj.ac.id/7887/15/BAB%202.pdf; http://repository.upnvj.ac.id/7887/16/BAB%203.pdf; http://repository.upnvj.ac.id/7887/17/BAB%204.pdf; http://repository.upnvj.ac.id/7887/18/BAB%205.pdf; http://repository.upnvj.ac.id/7887/19/DAFTAR%20PUSTAKA.pdf; http://repository.upnvj.ac.id/7887/25/RIWAYAT%20HIDUP.pdf; http://repository.upnvj.ac.id/7887/24/LAMPIRAN.pdf
• Keywords: HC Economic History and Conditions; HF Commerce

This research using quantitative descriptive method was conducted on consumers who shop online. The purpose of this research is to find out, prove, and analyze differences in marketing strategies in Shopee, Bukalapak, Lazada, and Tokopedia. The population in this study are all consumers who shop at Shopee, Bukalapak, Lazada, and Tokopedia. The sample size was taken as many as 40 respondents that using purposive sampling method. Data collection was done through questionnaire distribution. The data analys technique used is descriptive analysis and inferential analysis with the analytical tool used is Statistical Package for the Social Sciences (SPSS) version 24.0. The result of this research indicate that (1) there is a difference between product marketing strategies with the calculated chi square X2 value in Shopee 167,00, Bukalapak 186,25, Lazada 112,25, and Tokopedia 147,77. (2) there is a difference between the price market strategies with the calculated chi square X2 value in Shopee 187,00, Bukalapak 164,75, Lazada 166,25, and Tokopedia 169,75. (3) there is a differences between the distribution marketing strategies with the calculated chi square X2 value for Shopee 182,25, Bukalapak 153,75, Lazada 142,75, and Tokopedia 173,00. (4) there is a difference between the promotion marketing strategies with the calculated chi square X2 value for Shopee 173,00, Bukalapak 121,25, Lazada 124,5, and Tokopedia 131,125. And table X2 is produced with 12 degrees of freedom worth 21,0261.