Research Paper
Year: 2021 | Month: March | Volume: 8 | Issue: 3 | Pages: 140-147
Marketing Strategy Analysis of E-Commerce Activity through the Quality Test of Website and GA-Mobile PT. Garuda Indonesia (Persero) Tbk
Muhammad Rahim1, Endang Sulistya Rini2, Rulianda Purnomo Wibowo2
1,2Master of Management Study Program on Postgraduate School of University of Sumatera Utara
Corresponding Author: Muhammad Rahim
ABSTRACT
Technological developments have had an impact on all aspects of human life, one of which is the business world which coincides with the development of the internet. A website is a means of providing information, promotion, and communication to consumers. This study aims to formulate an e-marketing-based marketing strategy to increase the growth of consumer transactions through the website quality test and PT Garuda Indonesia (Persero) Tbk's GA-Mobile by referring to the Importance and Performance Analysis (IPA) using indicators of the variables in WEBQUAL 4.0 which consist of Usability Quality, Information Quality and Service Interaction Quality dimensions using Importance Performance Analysis as a quantitative descriptive research method approach. This research instrument using a questionnaire. The population in this study are customers of PT Garuda Indonesia (Persero) Tbk who have and frequently conduct transactions through the website and GA-mobile of PT Garuda Indonesia (Persero) Tbk. The number of samples in this study were 100 respondents. The results obtained from this study are measured based on the level of importance (Importance) and the level of performance (Performance), the overall gap (GAP) for all dimensions with an average gap (GAP) of -0.52. The biggest gap value is in the Usability Quality dimension with a gap value (GAP) of -0.56. Based on this, it can be concluded that the website and GA-mobile of PT Garuda Indonesia (Persero) Tbk are perceived as not meeting the ideal quality, especially those related to the quality of use (usability quality) of services contained on the website and GA-mobile PT. Garuda Indonesia (Persero) Tbk. The IPA quadrant gives the results of 1 indicator contained in quadrant I, 10 indicators contained in quadrant II, 9 indicators contained in quadrant III and 3 indicators included in quadrant IV.
Keywords: WebQual 4.0, Importance Performance Analysis (IPA), Service Quality, Garuda Indonesia Website, GA-Mobile Garuda Indonesia.
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