Email this article 
Article Metrics |
 Article abstract view : 42162 times |
 PDF full text: 765 times
|
The E-Marketing Mix Strategy of Tokopedia Salam during the Covid-19 Pandemic
Abstract
Technological developments and government plans in the sharia economic sector supported by the large potential of the Muslim market triggered the launch of sharia features in the e-commerce marketplace. This study aimed to analyze the effect of the e-marketing mix consisting of e-product, e-price, e-place, and e-promotion variables on consumer decision through e-trust in the sharia marketplace Tokopedia Salam during the Covid-19 pandemic. The sampling method used was purposive sampling with 150 respondents. The data analysis method used was Partial Least Square. The results of the study showed that there is a direct significant effect between the e-marketing mix variables, namely e-product, e-price, and e-promotion on e-trust, except for the e-place. Meanwhile, only e-promotion and e-trust variables have a significant direct effect on consumer decision. The results of this study also showed that e-product, e-price, and e-promotion indirectly have a significant effect on consumer decision through e-trust, except for the e-place. Tokopedia Salam with its various sharia characteristics is expected to provide other offers during the pandemic with things that are more familiar to marketplace customers such as basic product, competitive prices, various promotions, and free shipping.
Full Text:
PDF
References
Aisyah, M. (2015). Peer Group Effects on Moslem Consumer’s Decision to Purchase Halal Labeled Cosmetics. Al-Iqtishad: Jurnal Ilmu Ekonomi Syariah, 7(2), 165–180. https://doi.org/10.15408/aiq.v7i2.1682.
Amanah, D. (2020). Konsumtifkah Masyarakat Indonesia saat Pandemi Covid-19? May. https://doi.org/10.13140/RG.2.2.36132.50565.
Asiati, D. I., & Akbar, M. H. (2019). Pengaruh Bauran Pemasaran Jasa dan Kepercayaan terhadap pembelian Online. MBIA, 18(3), 1–11.
Ba, S., & Pavlou, P. (2002). Evidence of The Effect of Trust Building Technology in Electronic Markets: Price premiums and buyer behavior. MIS Quarterly, 26(3),243–268.
Chaffey, D., Mayer, R., Jhonston, K. & Ellis-Chadwick, F. (2000). Internet Marketing: Strategy, Implementation and Practice. London, England: Pearson Education Limited.
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z Begins. Accesed September 14, 2021, from https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end and-generation-z-begins/.
Ermaningtiastuti, C. (2021). Tokopedia Salam Catatkan Kenaikan Transaksi Selama Ramadan. Https://www.marketeers.com/tokopedia-salam-catatkan-kenaikan-transaksi-selama-ramadan/.
Falahat, M., Lee, Y., Foo, Y., & Chia, C. (2019). A Model For Consumer Trust in E-Commerce. Asian Academy of Management Journal, 24, 93–109. https://doi.org/https://doi.org/10.21315/aamj2019.24.s2.7.
Fan, S., Xiao, J., Xie, K., & Zhao, J. L. (2017). Introduction to The Special Issue of ECR on E-business Innovation with Big Data. Electronic Commerce Research, 17(1), 1. https://doi.org/10.1007/s10660-017-9252-0.
Goi, C. L. (2009). A Review of Marketing Mix: 4 P's or More? International Journal of Marketing Studies, 1-15.
Google Trends. (2021). Tokopedia Salam. Accesed July 19, 2021, from https://trends.google.co.id/trends/explore?geo=ID&q=Tokopedia%20Salam.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling ( PLS-SEM ) (Second Edi). Sage Publications, Inc.
Halik, A. (2020). The Impact on Trust and Online Buying Decisions Through Information Quality, Celebrity Endorser and Price Perception at Instagrams in Surabaya. Archives of Business Research – Feb. 25, 2020, 8(2), 79–97. https://doi.org/DOI: 10.14738/abr.82.7796.
Henseler, J., Hubona, G., & Ash, P. R. (2016). Using PLS Path Modeling in New Technology Research: Updated Guidelines. Industrial Management & Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382.
Hikmawati, N. K., Sucherly, & Sumawihardja, S. (2015). Influence of Marketing Relations and Marketing Mix on Customers Trust on Mobile Service Operators in Indonesia. International Journal of Economics, Commerce and Management United Kingdom Http://Ijecm.Co.Uk/ ISSN 2348 0386, III(11), 409–422.
Jones, K., & Leonard, L. N.K. (2008). Trust in Consumer to Consumer Electroniccommerce. Journal of Information and Management, (45), 88-95.
Juha, J. J. (2020). Significance of Extended Marketing Mix on Purchasing Via E-Commerce. International Journal of Scientific & Technology Research, 9(02), 4079–4083.
Juhaeri. (2016). Pengaruh Internet Marketing Terhadap Kepercayaan Serta Implikasinya pada Keputusan Pembelian Mahasiswa Fakultas Ekonomi Universitas Pamulang Angkatan 2015 yang Melakukan Pembelian Online melalui Media Sosial Facebook. Prosiding Seminar Ilmiah Nasional - Program Pascasarjana Universitas Pamulang, 001, 16–28.
Junusi, R. El. (2020). Digital Marketing during the Pandemic Period; a Study of Islamic Perspective. Journal of Digital Marketing and Halal Industry, 4810(1), 15–28. http://dx.doi.org/10.21580/jdmhi.2020.2.1.5717.
Kalyanam., & Mclntyre, S. (2002). The E-Marketing Mix: A Contribution of the E-Tailing Wars. Journal of The Academy of Marketing Science, 30(4), 487–499.
Kannan, P. K., & Li, H. “Alice.” (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006.
Kaur, P., Pathak, A., & Kaur, K. (2015). E-Marketing- A Global Perspective. Int. Journal of Engineering Research and Applications ISSN : 2248-9622, 5(2), 116–124. www.ijera.com.
Keelson, S. A. (2012). The Evolution of the Marketing Concepts: Theoretically Different Roads Leading to Practically the Same Destination!. Global Conference on Business and Finance Proceedings, Volume 7, Number 1, 2012, ISSN 1941-9589.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A Trust-Based Consumer Decision-Making Model in Electronic Commerce: The Role of Trust, Perceived Risk and Their Antecedents. Science Direct, 44, 544-564.
Kim, R. Y. (2020). The Impact of COVID-19 on Consumers : Preparing for Digital Sales. IEEE Engineering Management Review, 48(3), 212–218.
KNEKS. (2019). Pemerintah Luncurkan Masterplan Ekonomi Syariah Indonesia 2020-2024. Https://knks.go.id/berita/26/pemerintah-luncurkan-masterplan-ekonomi-syariah-indonesia-2020-2024?category=2.
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM : The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 1–37.
Kotler, P., & Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice Hall.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing, Seventeenth Edition. In Pearson.
Lasi, M, A., & Man, T. C. (2020). The Impact of Marketing Mix Elements on Brand Loyalty towards Speech Therapy in Health Science Industry Malaysia. American Journal of Industrial and Business Management, 10, 1575-1585.
Lewicki, R. J. & Bunker, B. B. (1995). Trust in Relationships: A Model of Trust Development and Decline. Dalam Bunker, B. B. & J. Z. Rubin (eds.), Conflict, Cooperation, and Justice: Essays Inspired by the Work of Morton Deutsch (pp.133-173). San Francisco: Jossey-Bass.
Mahalaxmi, K. R., & Ranjith, P. (2016). A Study on Impact of Digital Marketing in Customer Purchase Decision in Trichy. International Journal for Innovative Research in Science & Technology, 2(10), 332–338.
Mahendratmo, B. P. J., & Ariyanti, M. (2019). Analysis of E-Marketing Mix to Consumer Purchase Decisions Traveloka. Asian Journal of Management Sciences & Education January 2019, 8(January), 72–82.
Mahliza, F. (2020). Consumer Trust in Online Purchase Decision. EPRA International Journal of Multidisciplinary Research (IJMR) - Peer Reviewed || SJIF Impact Factor: 5.614||ISI Value: 1.188. ISSN (Online): 2455-3662, 6(2), 142–149. https://doi.org/10.36713/epra2013.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. Academy of Management Review, Vol. 30 No. 3, pp. 709-734.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site : A Trust Building Model. Journal of Strategic Information Systems, 11(3–4), 297–323.
Moctezuma, N. P. B. (2017). Digital Marketing in Building Market Competitiveness in Mexico: A Framework of Research for SMEs. Academy of Marketing Science, 345–357. https://doi.org/10.1007/978-3-319-45596-9_68.
Morgan, R., & Hunt, S. (1994). The Commitment – Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38.
Muslimah, S., Hamid, R. S., & Aqsa, M. (2021). Analisis Dampak Kepercayaan Terhadap Keputusan Pembelian Online : Perspektif Marketing MIX. Jurnal Ekonomi & Ekonomi Syariah E-ISSN : 2599-3410 | P-ISSN : 2614-3259, 4(1), 137–150.
Nawari,. & Ulfa, L. A. (2020). Penerapan Marketing Mix Pada Strategi Pemasaran Konvensional Dan Digital. ProBank : Jurnal Ekonomi Dan Perbankan, 5(2), 176–192. http://e-journal.stie-aub.ac.id/index.php/probank%0AISSN.
Nur, R. F., Andriani, K., & Kusdi, R. (2018). The Effect of Marketing Mix For E-Commerce on Customer Online Behaviour: A Study on Language Services Provider. Eurasia: Economics & Business, 7(June), 3–15.
Nurbani, A., Mulyanto, H., Wardani, M. K., & Andriyani, M. (2019). Pengaruh Bauran Pemasaran Terhadap Kepuasan dan Kepercayaan serta Dampaknya pada Loyalitas Konsumen. Jurnal Manajemen Kewirausahaan, 16(02), 109–120.
Otlacan, O. (2005). E-Marketing Strategy: 7 Dimensions to Consider (The E-Marketing Mix), Available at: http://ezinearticles.com/?e-Marketing-Strategy:-7-Dimensions-to-Consider-(the-e-Marketing- Mix)&id=21976.
Peter, J. P., & Olson, J. C. (1996). Consumer Behaviour and Marketing Strategy, Richard D. I., & Sihombing, D. (Penerjemah). (1999). Consumer Behavior: Perilaku Konsumen dan Strategi Pemasaran. Jilid 1. Edisi 4. Jakarta: Erlangga.
Pingit, A. (2019). Momentum Perusahaan Digital Meraup Potensi Besar Pasar Syariah. Https://katadata.co.id/pingitaria/indepth/5e9a4e553770c/momentum-perusahaan-digital-meraup-potensi-besar-pasar-syariah.
Pogorelova, E. V., Yakhneeva, I. V., & Anna, N. (2016). Marketing Mix for E-commerce. International Journal of Environmental & Science Education, 11(14), 6744–6759.
Prayoga, F. (2020). Penjualan Online di Indonesia Meroket Karena Pandemi. Https://economy.okezone.com/read/2020/11/24/320/2315259/penjualan-online-di-indonesia-meroket-karena-pandemi?page=2.
Priambodo, D. A., & Farida, N. (2018). Pengaruh E-Website Quality dan E-Service Quality Terhadap E-Repurchase Intention melalui E-Trust (Studi pada Konsumen Produk Fashion Lazada Mahasiswa Universitas Diponegoro). Jurnal Administrasi Bisnis, Vol. IX, No. III, IX(Iii), 335–345.
Priansa, D. J. (2017). Perilaku Konsumen dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta.
Radjab, E., & Jam’an, A. (2017). Metodologi Penelitian Bisnis. Lembaga Perpustakaan dan Penerbitan Universitas Muhammadiyah Makassar.
Rafdinal, W., & Amalia, F. A. (2019). Increasing Purchase Decisions on Palm Oil Seeds through Marketing Mix and Trust. Advances in Social Science, Education and Humanities Research, 2nd International Conference on Applied Science and Technology 2019 - Social Sciences Track (ICASTSS 2019), 354(iCASTSS), 192–198.
Reinartz, W., Thomas, J. S., & Kumar, V. (2005). Balancing Acquisition and Retention Resources to Maximize Customer Profitability. Journal of Marketing, 69(1), 63- 79.
Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. F. (1998). Not So Different After All: A Cross-Discipline View of Trust. Academy of Management Review.
Rungsrisawat, S., Sriyakul, T., & Jermsittiparsert, K. (2019). The Era of E-Commerce & Online Marketing : Risks Associated with Online Shopping. International Journal of Innovation, Creativity and Change, 8(8). www.ijicc.net.
Sakti, I. M., & Rofiaty. (2020). The Influence of Purchase Experience , Trust and Price Toward Customers Purchase Decision on Tokopedia. Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 8(2).
Saliani, S., Lagzian, M., & Maghool, A. (2017). The Effect of Electronic Marketing Mix on the Willingness of Customers to Buy Online (Case study: Universities of Mashhad). International Journal of Advanced Studies in Humanities and Social Science (IJASHSS), 6(3), 227–233. http://www.ijashss.com.
Shoimah, N. L. (2020). Marketing Mix in E-Commerce Purchasing Decisions. Journal of Economicate Studies, 04(01), 36–43.
Skorbich, L., & Kot, S. (2018). Marketing 3.0 in Contemporary Marketing Management Activities of Enterprises. Proceedings of the 2nd International Conference Contemporary Issues in Theory and Practice of Management, (pp.591-597). Çestokova: Çestokova University of Technology, Faculty of Management.
Sriram, K. V., Phouzder, K., Mathew, A. O., & Hungund, S. (2019). Does E-Marketing Mix Influence Brand Loyalty and Popularity of E-Commerce Websites?. ABAC Journal, 39(2), 64-81.
Srivastava, R. (2012). Shift of Marketing Mix to E-Marketing Mix: The Birth to New Era Bases can’t be changed but traditionalism can be redefined ! Framework of Marketing Mix. http://ssrn.com/abstract=1992936.
Sugiyono. (2018). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D. Alfabeta.
Sulistijono & Kadarisman. (2019). The Effect of Digital Marketing Mix on Consumers Purchase Intention. 6th Bandung Creative Movement International Conference in Creative Industries 2019 (6th BCM 2019), 2019(2018).
Supaartagorn, C. (2017). Marketing Mix Factors Toward Decision Making in The Purchasing Goods and Services Via Facebook: In The Case Of Muang District, Ubonrajchathani Province, Thailand. International Journal of Management and Applied Science, ISSN: 2394-7926, 3(2), 50–54.
Sutrisno, B. & Ulfah, M. N. (2017). "Trust’ dalam Transaksi E-Commerce. Jurnal Ilmiah Pendidikan dan Sosiologi. Vol. 1, No. 1, Mei 2017. hlm. 1-13.
Tang, M. J., & Chan, E. T. (2017). The Impact of Online Advertising on Generation Y’s Purchase Decision in Malaysia. International Journal of Humanities and Social Sciences, 11(4), 973 981.
Toyo, M. (2019). Labelisasi Halal Terhadap Perilaku Konsumen dalam Memilih Produk Makanan Sesuai Hukum Islam. Jurnal Hukum Ekonomi Syariah, 3(1), 69–83. https://doi.org/10.26618/j-hes.v3i1.2117.
Ukaj, F., & Mullatahiri, V. (2019). The Relationships among Service Quality and e-Marketing with Trust and Loyalty to Brands of Mobile Telephone Operators in Kosovo. Journal of Distribution Science, 17(10), 27–39. https://doi.org/10.15722/jds.17.10.201910.27.
Utami, H. N., & Firdaus, I. F. A. (2018). Pengaruh Bauran Pemasaran Terhadap Perilaku Online Shopping: Perspektif Pemasaran Agribisnis. Jurnal Ecodemica, 2(1), 136–146.
Vina. (2018). Bisnis E-Commerce Halal Indonesia Jadi Contoh Dunia. Https://muslimobsession.com/bisnis-e-commerce-halal-indonesia-jadi-contoh-dunia/.
Widyastuti, A. N., Pujiharto., Tubastuvi, N., & Santoso, S. B. (2020). The Effect of Marketing Mix on Purchase Decisions. Jurnal Manajemen Bisnis, 11(2).
Wong, K. K. (2013). Partial Least Squares Structural Equation Modeling ( PLS-SEM ) Techniques Using SmartPLS. Marketing Bulletin, 1–32.
Yamin, S., & Kurniawan, H. (2011). Generasi Baru Mengolah Data Penelitian dengan Partial Least Square Path Modeling. Jakarta. Salemba Infotek.
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age : An Empirical Study. International Journal of Management Science and Business Administration, 1(5), 69–80. http://researchleap.com/category/international-journal-of-management-science-and-business-administration.
Yoon, S-J. (2002). The Antecendents and Consequences of Trust in Online Purchase Decisions. Journal of Interactive Marketing, 47.
Copyright (c) 2022 INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES
International Research Journal of Business Studies has been covered by the following services: | ||||||||||||||||||||||||
|
