THE COMMUNITY OF SELLERS AS A STRATEGY FOR SUCCESS IN A COMPETITIVE ONLINE MARKETPLACE (CASE STUDY: TOKOPEDIA)

• Main Author: Belia, Gilang
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46406
• Institution: Institut Teknologi Bandung

One of the emerging marketplace in Indonesia is Tokopedia. As part of its effort to assist and educate its sellers, Tokopedia develop a community of Tokopedia sellers, calling it Keluarga Tokopedia (K-TOP). The K-TOP is a forum for sellers to get various education, exchange information, open discussions, and also create new opportunities for sellers. Previously K-TOP did not have a clear organizational structure, because responsibilities were controlled by Tokopedia Jakarta. At that time without coordination between the members and K-TOP, it did not go well, some communities held activities that were not according to Tokopedia's plan and there were problems arising from financial misuse provided by Tokopedia for community activities. Based on discussions with the Head of Community Tokopedia, one way to improve the community is rebuild better systems, regulations and procedures for K-TOP. So this research uses a qualitative method based on phenomena that occur which is then developed into problems and solutions proposed to obtain justification (verification) from K-TOP representatives directly in the form of empirical data support. To increase and maintain the community, K-TOP must improve the number of employee of community division and also rebuild systems, regulations, and procedures that will be implemented in the community to reduce problems that occur due to human factors so that the number of engagement will be stable and continue to increase.