ANALYZING FACTORS AFFECTED THE WEBSITE PERFORMANCE OF SEMICONVENTIONAL LOCAL FURNITURE SHOP CASE STUDY: CAHAYA RUMAH FURNITURE SHOP

• Main Author: Fitriana Martasari, Jesica
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72366
• Institution: Institut Teknologi Bandung

Online marketing is becoming one of the essential issue in this globalization era. The growth of online marketing in Indonesia shows the highest percentage than other countries in Asia-Pacific (McCarthy, 2013). Online marketing is the application of the internet and related digital technologies to achieve marketing objectives (Chaffey, 2000). One of the example of online marketing is Website. The development of online marketing strategy attracted the attention of a semi-conventional local furniture shop as developing company, which is Cahaya Rumah Furniture shop to follow the marketing strategy development through online by making a website. Increasing internet use to access information impacts the e-sales and calls attention to learn more about website performance and evaluation. Therefore, this research suggests measurement approach for the websites performance based on the request of head of the Cahaya Rumah Furniture. In this research, there will be three dependent variables to be measured related to the website performance. The dependent variables are ease of use, website design, and content quality. Where, the independent variable is website performance. This research will use both qualitative and quantitative method. Quantitative data analysis will be the main method of the research and the qualitative data will be used as supporting information to develop this research. The quantitative data will be collected through survey by using questionnaire and qualitative data will be collected by doing interview. This method is used to gather data about the user experience toward website performance based on the three dimensions. In the other hand, qualitative method will be used to explore additional information both from website user and the company. The findings of this research shows that all of the dependent variables are significantly affecting the performance of Cahaya Rumah Furniture website. With total number of 222 questionnaire respondents show that they are agree ease of use, website design, and content quality are the important aspects related to the website performance measurement. Moreover, the content quality of website is becoming the most important aspect from the website users’ point of view. Furthermore, in the end of this research, it will show the conclusion of the research findings in order to answer the research objectives of this research. The researcher will also give some recommendation that could be implemented to improve the website performance of Cahaya Rumah Furniture company.