USULAN PEMANFAATAN DATA E-MARKETPLACE UNTUK MENGEVALUASI PENGARUH MARKETING MIX TERHADAP PERFORMA PENJUALAN (KASUS: KATEGORI SUSU BAYI DI TOKOPEDIA)

• Main Author: Aliya, Jannata
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/50318
• Institution: Institut Teknologi Bandung

With the development of the e-marketplace industry, more types of sellers are also selling their goods on e-marketplace. Increasing the number of sellers will increase competition between sellers, so they need to determine the strategies that need to be done to stay ahead of their competitors. This study aims to produce a framework that can be used to determine the effect of the elements of the marketing mix on sales performance in e-marketplace by considering the resources owned by the company using the information contained on the product pages in the e-marketplace platform. Each seller has different resources and facilities that can be used to support their performance. The theory used in this research is Competitive Heterogeneity Theory (CHT) which states that the success of a company depends on the resources that can be used by a company. Therefore, this study will also examine the effect of The differences in these facilities, which are grouped into several types of sellers. The data used in this study is longitudinal data baby milk products in Tokopedia, one of the biggest e-marketplace in Indonesia. The model to be used in this research is a multilevel regression model which is built based on gradual model testing. This model produces an output in the form of an estimate of marketing mix elements’s influence on product sales performance. These output from the model can then be interpreted and analyzed to determine the proposed marketing strategies that can be used by the salesperson to improve sales performance.