ANALYZING THE MOST SIGNIFICANT IMPACT OF CONSUMER PURCHASE BEHAVIOR TOWARDS USER PURCHASE AT E-COMMERCE (PT.TOKOPEDIA)

• Main Author: hirzy, Hanyda
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75904
• Institution: Institut Teknologi Bandung

With the rapid growth of e-commerce, businesses face the challenge of optimizing their strategies to attract and retain customers, while avoiding the common pitfall of burning money due to inefficient practices. Therefore, the treatment on digital customer is different with offline customer. This thesis explores the 7 main factors why users are convenient in shopping via Tokopedia. Through a comprehensive review of literature, the thesis provides insights into the concept of consumers reasons, needed and why it’s convenient to purchase via Tokopedia. The thesis then tries to give another insight in deliver best services to its consumers by not only focusing on promotion but from another variables. In particular, the thesis focuses on the impact of trustworthiness, recommendation, promotion, brand ambassador, brand reputation, advertising, and delivery towards consumer purchase using quantitative methods. Quantitative data is obtained through questionnaire survey with 300 respondents across Jakarta. Qualitative analysis is also conducted to revalidate the results of the quantitative analysis. The thesis will deliver new insights for Tokopedia for further strategy to not only focusing on promotion. The findings of the thesis demonstrate that Tokopedia strategy can focus on develop more consumer centric approach bigger than promotion.