Seller Gathering Activity Process Design of E-commerce X Using Value Analysis Methodology, Quality Function Deployment, and Kano Model

• Main Author: AFDHOLA (NIM : 14413031), ZULFIKAR
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31919
• Institution: Institut Teknologi Bandung

<p align="justify">PT X is one of Indonesian e-commerce startup company with Customer to Customer business model and provides a platform for buying and selling transaction that focuses on high quality preloved goods. In order to face more competitive markets with similar companies, PT X implements offline marketing strategies with purpose of getting closer to customer and increase customer loyalty. One form of this strategy that spends highest cost is seller gathering activity which spends 28.54% among total cost of other offline marketing strategies. With this amount of cost percentage, PT X wants to review how well the performance of this activity and if it is worth to the amount of cost incurred. The performance can be measured by considering quality of seller gathering activity process which is closely related to what value to be carried in the activity. Therefore, PT X intends to design seller gathering process activity that has certain quality and has high value that would be implemented as a routine activity for high quality preloved goods sellers on the website or application X. <br /> <br /> This research has focus on seller gathering activity process both before, during, and after activity. The purpose of this study is to identify voice of customers from seller gathering participants, the quality attributes that can meet the voice of customers from participants, the functions associated with activity process, until finally produced a process design that can lead to the satisfaction of participants. The research methodology will refer to the Value Analysis methodology, which consist of orientation phase, information phase, function analysis phase, creative phase, evaluation phase, and development phase. Kano model is used to identify the needs and categorize the types of needs that can lead to the satisfaction of participants, while the determination of priority needs is based on on the application of Quality Function Deployment methodology, especially the first phase of House of Quality. FAST and Blackbox diagram are used to identify function and Function to Cost matrix is used to analyze the importance level of function until it produced some function which became the basis in developing design solution of seller gathering activity. <br /> <br /> 13 voice of customers from seller gathering participants will be analyzed further to produce the process design solutions. The morphological map is used to mapping the possible solutions and produced four concepts to be screened using Pugh method until it produced one selected concept. Through this selected concept, 7 solutions of seller gathering process design is explained both before, during, and after activity.<p align="justify">