DEMOGRAFI, MOTIVASI, DAN KEPUASAN PELANGGAN E-COMMERCE PADA OLX.CO.ID DAN TOKOPEDIA.COM

Industri e-commerce semakin menjanjikan seiring dengan perkembangan pesat teknologi di Indonesia. OLX.co.id dan Tokopedia.com merupakan salah satu situs e-commerce di Indonesia. Permasalahan yang dianalisis dalam penelitian ini adalah rendahnya kepuasan pelanggan pada OLX.co.id dan Tokopedia.com. Terdapat beberapa faktor lain yang juga diteliti seperti demografi dan motivasi pembelian online yang diduga berpengaruh dalam menyusun strategi pemasaran pada OLX.co.id dan Tokopedia.com. Tujuan penelitian ini adalah untuk mempelajari dan menganalisis bagaimana demografi, motivasi, dan kepuasan pelanggan pada OLX.co.id dan Tokopedia.com, serta perbandingan motivasi pembelian dan kepuasan pelanggan pada kedua situs e-commerce tersebut. Metode penelitian yang digunakan adalah deskriptif dan verifikatif. Subyek penelitian ini adalah netizen yang pernah berbelanja online menggunakan situs OLX.co.id atau Tokopedia.com dengan sampel sejumlah 194 responden (masing-masing situs 97 responden). Teknik analisis yang digunakan adalah analisis Mann-Whitney U-Test dengan menggunakan software SPSS. Hasil output analisis uji mann-whitney u-test, tidak terdapat perbedaan motivasi dan kepuasan pelanggan yang signifikan antara situs OLX.co.id dan Tokopedia.com. Kata Kunci: Demografi, Motivasi, Kepuasan Pelanggan, E-Commerce E-commerce industry increasingly promising in line with the rapid development of technology in Indonesia. OLX.co.id and Tokopedia.com are one of the e-commerce sites in Indonesia. The problems that were analyzed in this study is the low rank of customer satisfaction on OLX.co.id and Tokopedia.com. There are several other factors that also examined such as demographics and online purchasing motivation that allegedly influential in formulating marketing strategy on OLX.co.id and Tokopedia.com. The purpose of this study was to investigate and analyze how demographics, motivation, and customer satisfaction in OLX.co.id and Tokopedia.com, as well as a comparison of purchase motivation and customer satisfaction in both e-commerce sites. The method used is descriptive and verification. The subjects of this study is the netizen who ever shop online using sites of OLX.co.id or Tokopedia.com. The number of sample is 194 respondents (97 respondents each sites). The analysis technique used is the analysis of the Mann-Whitney U-Test and the software SPSS for the data processing. From the results of the analysis of Mann-Whitney U test, there is no significantly difference of motivation and customer satisfaction between sites OLX.co.id and Tokopedia.com. Key words: Demographic, Motivation, Customer Satisfaction, E-Commerc

Abstracts of the International Conference on Business, Accounting and Finance 2023: Embracing New Business Paradigm Shifts

This book presents the abstracts of the selected contributions to the second International Academic Conference 2023, held on 25-26 February 2023 by the International University of Malaya-Wales (IUMW), Kuala Lumpur, Malaysia. IAC 2023 is the coming together of researchers and industry. It’s a place to gather and share groundbreaking ideas, discoveries, and experiences on a variety of thought leadership topics covered under this year’s conference theme, “Embracing New Business Paradigm Shifts". Conference Title: International Academic Conference 2023Conference Acronym: IAC 2023Conference Theme: Embracing New Business Paradigm ShiftsConference Date: 25-26 February 2023Conference Venue: IUMW, MalaysiaConference Organizer: International University of Malaya-Wales, Kuala Lumpur, Malaysi