Analisis Kanal Penjualan Produk Smartphone Pada E-Marketplace Di Indonesia

Perubahan zaman merubah banyak hal, diantaranya adalah bagaimana barang dan layanan diperjual belikan. Public marketplace adalah sebuah jenis e-commerce yang menghubungkan penyedia suatu produk atau layanan (penjual) dengan pencari produk atau layanan (pembeli) melalui internet. Di Indonesia e-commerce bukan lagi menjadi hal asing, kemunculan situs e-marketplace dalam negeri menjadi salah satu bukti kuat daya tarik yang dimiliki e-commerce di Indonesia. Beberapa situs public e-marketplace teratas dalam negeri di antaranya adalah Tokopedia, Bukalapak, dan Shopee. Kanal public e-marketplace ini mendapatkan perhatian public terbukti dari jumlah visitor harian dan juga transaksi yang telah dilakukan dalam masing-masing kanal. Namun faktanya, di Indonesia angka pertumbuhan e-commerce masih rendah. Padahal, tingkat keaktifan internet masyarakat di Indonesia cukup tinggi yaitu sebanyak 63 juta jiwa. Meskipun, pembelian smartphone di Indonesia semakin meningkat tiap tahun lantaran harga dan ketersediaan smartphone yang semakin menyesuaikan kebutuhan masyarakat Indonesia. Kurangnya kepercayaan dan pemahaman masyarakat terhadap potensi yang dimiliki e-commerce menjadi salah satu alasan mengapa e-commerce di Indonesia masih belum mencapai angka yang tinggi. Oleh karena itu, untuk membantu meningkatkan pemanfaatan dan pemahaman terhadap public e-marketplace, penulis melakukan analisis terhadap kanal public e-marketplace di Indonesia. Penelitian dilakukan kepada toko online yang menjual smartphone, sebagai salah satu produk yang terus mengalami peningkatan dalam kepemilikan di Indonesia hingga mendekati angka 50% penduduk. Analisis terhadap kanal public e-marketplcae dilakukan dengan memperhatikan tiga variabel yaitu: 1) total penjualan per hari, 2) total pendapatan per hari, dan 3) nilai ragam untuk masing-masing kanal. Penelitian ini memiliki hipotesis sebagai berikut: H1) traffic public e-marketplace tertinggi memiliki total sales volume terbaik dan signifikan dibandingkan public e-marketplace dengan traffic yang lebih rendah , H2) kanal public e-marketplace yang memiliki rata-rata harga lebih murah akan memiliki total sales volume terbaik dan signifikan dibandingkan public e-marketplace dengan harga yang lebih mahal, H3) jumlah pengikut pada toko dalam public e-marketplace tertinggi memiliki total sales volume terbaik dan signifikan dibandingkan public e-marketplace dengan pengikut yang rendah. ======================================================================================= The changing times change many things, such as how goods and services are traded. A public marketplace is a type of e-commerce that connects a provider of a product or service (seller) with a product or service finder (buyer) via the internet. In Indonesia e-commerce is no longer a foreign thing, the emergence of domestic e-marketplace site becomes one of the strong evidence of the attractiveness of e-commerce in Indonesia. Some of the top domestic e-marketplace sites among them are Tokopedia, Bukalapak, and Shopee. This public e-marketplace channel gets public attention as evidenced by the number of daily visitors and also transactions that have been made in each channel. But in fact, in Indonesia the rate of e-commerce growth is still low. While in fact, the level of activity of internet community in Indonesia is quite high as many as 63 million inhabitants. Moreover, the purchase of smartphones in Indonesia is increasing every year. This happen because the price and availability of smartphones increases in accordance to needs Indonesian people. Lack of public trust and understanding of the potential of e-commerce has become one of the reasons why e-commerce in Indonesia still has not reached a high figure. To evaluate the performance of each e -marketplace, this research uses descriptive statistics approach and ANOVA with these criteria: 1) Total sales volume for Individual product, 2) Total sales volume for group product, 3) Total sales amount per day for individual product, 4) Total sales amount per day for group product, 5) Total sales variance per day for individual product, and 6) Total sales variance per day for group product. The hypothesis that used in this research are as following: H1) the highest e-marketplace public traffic has the best total sales volume and significant compared to public e-marketplace with lower traffic, H2) public e-marketplace channels that have cheaper average price will have the best total sales volume and significant compared to public e-marketplace at a higher price, H3) the number of followers in the store in the highest public e-marketplace has the best total sales volume and significant compared to public e-marketplace with low followers. The outcome of this research is expected to bring benefit for the manager that runs selling channel in various e-marketplace, especially in smartphone products