Research Paper
Year: 2023 | Month: June | Volume: 10 | Issue: 6 | Pages: 468-482
DOI: https://doi.org/10.52403/ijrr.20230659
Printer Product Positioning in Tokopedia E-Commerce Based on Analysis of Consumer Reviews
Augustina Sri Harniati1, Ujang Sumarwan2, Siti Jahroh3
1,3School of Business, IPB University, Jl. Raya Padjadjaran Bogor, Indonesia
2Department of Family and Consumer Sciences Faculty of Human Ecology IPB University
Corresponding Author: Augustina Sri Harniati
ABSTRACT
Proper product positioning is the key to success in attracting consumer interest. Consumer reviews on e-commerce platforms such as Tokopedia provide valuable insights into consumer perceptions of printer products and can be used to identify effective product positioning. This research aims to analyze the positioning of printer products from various brands sold at Tokopedia, based on an analysis of online consumer reviews; formulate managerial implications that printer companies can apply in managing online marketing activities based on the results of positioning from online reviews on Tokopedia. The data were obtained from search results and observations, uploaded reviews of consumers who bought printer products at the official store on Tokopedia e-commerce. Review data collection was carried out using non-probability sampling with a purposive sampling technique, then collected using data scraping techniques. Data were analyzed using descriptive analysis, content analysis and correspondence analysis using SPSS 26 software. The results showed that Canon printers had a strong positioning in terms of packaging in periods I and II; there was a change in consumer positioning towards Brother printers from period I to period II; there was a change in consumer positioning towards HP printers from period I to period II; consumers on Epson printers position Epson printers primarily in the context of good customer service by consumers.
Keywords: content analysis, correspondence analysis, online customer review, product positioning
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