INCREASING SHOPEE PERFORMANCE FOR GROCERIES ONLINE BUSINESS: A CASE STUDY OF SAYURMOMS

• Main Author: Drasthya Danahiswara, Sistha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57258
• Institution: Institut Teknologi Bandung

Food and beverage becoming one of basic needs of human. Indonesia ranks 4th for the largest population in the world, it means that the food and beverage market need is high. Even, on the pandemic covid-19 situation, it still has positive year on the first quarter. Online shopping is becoming a new changed behavior because an offline activity is limited due to conditions and government regulations on pandemic Covid-19 situations. The fact is most Indonesians buy food categories online during Covid-19. One of the popular platforms for online shopping is e-commerce. The impact of the increase of the seller on e-commerce is highly competitive. The seller must create an excellent strategy to make the business sustain on e-commerce. The researcher chooses her own company, Sayurmoms, to create an e-commerce strategy. Sayurmoms is one of the online greengrocery stores in Surabaya. The main online platform which Sayurmoms used is the Shopee platform. Issues on the Shopee platform is Sayurmoms has a stagnant volume sales. The sales increase and decrease unpredictably. Sayurmoms did not has a alternative strategy on Shopee platform. This research aims to determine a Shopee strategy to online grocery business on Sayurmoms company to increasing Shopee performance and the sustainability of the business in preparing new normal conditions. The researcher used the problem-solving research method, which starts from exploring the business issues on Shopee as the main channel of Sayurmoms Company. After that, The researcher does the business analysis to explore more about the business situations in internal and external analysis. The tools for external analysis are PESTEL, Porter’s Five Forces, and Competitor Analysis. For internal analysis, the tools are Company Analysis and Shopee Performance Analysis. after that the researcher anausing a root cause analysis for determining the Shopee strategy. The root cause analysis based on the external and internal business situational ii analysis which conducted before, and the quantitative research with the topic of the main root cause which analyzed before. The quantitative research aims to identify the motivational factors on online purchase intention as supported data to create a Shopee strategy. The questionnaire result will be analyzed by using PLS-SEM analysis tools. The research results indicated that the main root cause is about lack of understanding of customer online purchase intention, after that researcher explore more the motivational factors on online purchase intetion by conducting the quantitative survey method with the creating the questionnaire. The results of the quantitative method is, all the motivation factor on hypothesis ( time saving, cost saving and perceived ease of use ) has positive relationships with online purchase intetion. After that, the researcher create the implementation plan based on that three factors. The recommendation solutions is consist of join promotional events, join flash sale events on store and shopee, creating voucher discount on store, creating discount packages, developing the detail data information, hiring admin staff and adding variant products. The cost of the implementation plan is Rp4.700.000,- with the range period is from September until November 2021. The human resources requirements which are needed can rely on Sayurmoms team members since the Sayurmoms team members has a skills that are needed on the implementation plan. It created for Sayurmoms helped the company organize the integrated plan with the current problems so Sayurmoms can improve their performance at Shopee.