Analisis pembelian produk melalui tv home shopping

Rahayu, Maria Tri (2017) Analisis pembelian produk melalui tv home shopping. Masters thesis, Institut Pertanian Bogor.

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Abstract

Development of satellite technology has been very rapidly in recent decades that brought various facilities including shopping activity known as TV home shopping. TV Home shopping (THS) categories in t-commerce which is often referred as one of the revolutionary way of shopping from conventional to non-store retail. A THS program purposes not only to fill airtime, but also as a new business concept that can be a new source of income for TV company where TV is acting as a retailer and the viewers as buyers (Wood, 2015). One of the problem faced by THS company is expensive cost to cover program production and advertising. THS program should be quite effective for the sales will increase and provide benefits for the company, otherwise it will cost a lot to the THS company. This study aims to improve a better understanding of consumer behavior THS by identifying the behavior of people in the watch THS, analyze the effect of THS against consumer interest in buying products THS on consumer groups that already having need and yet having need, to calculate CRI due to exposure of THS and provide recommendations program development of THS to increase sales. In this study, the data obtained with survey through direct interviews with the help of a questionnaire instrument. The survey conducted on 105 consumers who live in Jakarta THS and THS have purchased the product within one year. Respondents were divided into two groups, namely consumers already took 21%, and yet it took 79%. Data were analyzed with the help of smart software PLS. The results of this research shows that product buyers THS profile of respondents in this study are dominantly female (63%), adults (30-39 yrs, 51%), bachelor degree education(50%), work full time(56%) and the upper middle class segment(42%). Three main THS channel that respondents seen are OShop(47%), Lejel Home Shopping (37%), and MNC Shop (15%). Most respondents watched THS only if they have time, not necessarily in hours (70%) and in a day watching (94%). Quantity of shopping at THS in a year 1-2 times (84%). More than half of respondents said that the last transaction is in OShop (57%), with the value of spending between Rp 1.000.000-Rp 1.999.999 (76%). Most types of items purchased are electronic cooking appliances (57%), household electronic equipment (19%) and non electronic cooking appliances (17%). For the method of payment, most consumers use a credit card (48%) and cash on delivery/COD (36%). Further survey on the priority reason to buy THS product shows with following order: price of product, interesting gift, uniqueness of product, the product is a trend, time saving, quality products, the product is required, the price is cheaper, convenience (no need to go to store), buy for pleasure / reward. Considering those findings on customer behavior, THS companies should has the right strategy by selecting and developing products with good quality cookware, having value-added, unique, innovative, has an attractive selling price and competitiveness with range between Rp 1.000.000,- - Rp1.999.999,- . The package should be with additional attractive gift, because some respondents attracted by the promotional gift. Other categories of products that can be develop besides cookware is electronics home appliances. To enable customers having THS products and increase the quantity of product shopping, installment mechanism can be varied within the payment term, so that consumers feel light to buy the product. Most respondents buy THS products unplanned. Majority of consumers are watching THS only if there is time, not necessarily in the hours and days watching, as well as the chance to watch because they want to get the latest product information or innovative. THS company should be able to place ads at the right time, for the right target and can be seen by many target consumers. THS can be repeated the program several times a day, Time limitations to show the program can be extended by providing other information channels such as products websites so that after watching the ad THS, consumers still can find further information through the website. The results of the Smart PLS on the influence of THS ads to AIDA (aware=A, interest=I, desire=d, action=A) shows that the impact of advertising varies depending on the condition of respondents who watching THS. On consumers that already having need, awareness and interest are high, but low impact on the desire and action. Relationship A-I and D-A significant, but less influence on I-D. This indicates that respondents who already having need, THS ads only impact awareness and interest, advertisements are just a reminder. On the other hand, consumers who yet having need, the influence of THS advertising is very effective. THS affect respondents from awareness to action, though it does not directly affected interest. A relationship A-I, I-D and D-A significantly as expected. When associated with previous results on uncertain the intensity, hours and days watching, it can be said most respondents buy products THS unplanned. Therefore, companies THS should be able to pack the ads with entertaining, featuring host of interesting, informative, because it will attract the audience to continue to pay attention THS program lasting and do not switch channels during the program. Customer Response Index test shows that action is having a CRI value of 32%, 24% no-action, no-desire 18%, no-interest 12%, unaware13%. The result of the interest and desire CRI can be improved better by paying more attention to the advertising aspect of THS to increase more action and desire of consumers. While the results of the response on each stage CRI is above 50%, so the ads THS can be said effective on the stage of awareness (87%), interest (86%), desire (76%) and action (57%).

Item Type: Thesis (Masters)
Uncontrolled Keywords: AIDA, CRI, iklan, TV home shopping, Smart PLS, Smart PLS Ads, AIDA, CRI, TV Home Shopping
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 23 Feb 2018 01:31
Last Modified: 23 Feb 2018 01:32
URI: http://repository.sb.ipb.ac.id/id/eprint/2992

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