Analisis Kesuksesan E-mall dengan Model Kano

BOBBY ANGGA BRATHA WIDAKDO, Ir. Subagyo, Ph.D.

2018 | Skripsi | S1 TEKNIK INDUSTRI

Agar suatu produk dapat sukses dipasaran, diperlukan suatu metode atau tools agar dapat mengetahui faktor-faktor serta indikator apa yang mempengaruhi kesuksesannya. Tools tersebut haruslah mampu menjelaskan hubungan faktor dengan indikator kesuksesannya yaitu market share. Penelitian ini bertujuan untuk menentukan variabel kesuksesan serta mengembangkan model kesuksesan e-mall yang ada di Indonesia sehingga perusahaan yang bergerak di bidang ini dapat memprediksi kesuksesan e-mall kedepannya. Objek pada penelitian ini yaitu 12 e-mall yang memiliki market share terbesar antara lain Lazada, Tokopedia, Elevenia, Bukalapak, Blibli, JDID, Shopee, Blanja, Matahari Mall, Bhinneka, Zalora, dan Alfacart. Faktor-faktor yang menentukan kesuksesan produk diperoleh dari studi literatur dimana kemudian faktor tersebut dikelompokan ke dalam tiga kategori: must-be requirements, one dimensional requirements, dan attractive requirements. Setelah faktor dikelompokan, tahapan selanjutnya yaitu membangun model kano dimana data objek dibagi dua, training set untuk membangun model, dan test set untuk validasi silang. Model terbaik dipilih berdasarkan nilai R2 dan kemampuan prediksi terbesar. Dalam penelitian ini, model prediksi e-mall yang terpilih menggunakan variabel kecepatan loading, tampilan visual, navigasi, kualitas informasi, keamanan, alternatif pembayaran, error, dan harga. Model tersebut memiliki nilai R2 sebesar 74,51% dan kemampuan prediksi sebesar 92,32%.

In order for a product to succeded in the market, methods and tools are required to be able to know the factors as well as indicators that affects the success. The tools should be able to explain correlation factor and indicator of success, that is the market share. The purpose of this research are to determine the variabel of success and develop e-mall success model in Indonesia so the companies engaged in this field can predict the success of e-mall in the future. The object of this research are twelve e-mall websites that have large market share in Indonesia that are Lazada, Tokopedia, Bukalapak, Blibli, JDID, Shopee, Blanja, Matahari Mall, Bhinneka, Zalora, and Alfacart. Factors that determine the success of e-mall are obtained from the results of literature studies which then will be grouped according to Kano Model into three categories: must-be requirements, one-dimensional requirements, and attractive requirements. After the factors were grouped, the next step is to build Kano Model where the object are divided into two purposes, one for building model, and the other for cross validation. The best model is chosen based on the greatest R2 value and its prediction capability. In this research the selected e-mall prediction model is using loading speed, visual display, navigation, information quality, security, payment alternative, error, and price variable. The chosen model has R2 value of 74,51% and prediction capability of 92,32%

Kata Kunci : Model Kano, Kesuksesan Produk, E-commerce, E-mall