PRODUCT DEVELOPMENT IMPROVEMENT TO INCREASE PURCHASE INTENTION ON TOKOPEDIA PACKAGE SUBSCRIPTION

• Main Author: Gede Dharma Putra, I
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70804
• Institution: Institut Teknologi Bandung

Tokopedia offers a new feature called package subscription to their sellers. However there are findings that the sales of these paid features are low. This research will construct a marketing proposal to solve this low purchased package issue. The objective of this research is to identify the main reason for the lack of willingness to pay, to identify the factors that are important to attract sellers to purchase, and to discover the suitable strategy to boost the seller's willingness to pay for the package subscription. Using the Triangulation method that consists of data collection on internal, external, and qualitative analysis, there is a finding that the main factor to drive the seller's purchase intention is price and information quality factors. Utilising the analysis result from industry environment, competitor, company capabilities, and the sellers of the company, this research is able to construct the recommendation, with using QSPM matrix. The most suitable recommendations are providing a free-trial program and scheduled in-app notification to increase the seller's purchase intention towards package subscription.