ANALYZING VIRTUAL ATMOSPHERIC OF TOKOPEDIA USING IMPORTANCE-PERFORMANCE ANALYSIS
Abstract: Internet is
experiencing explosive growth over these past few year and become a
fast-growing business that resulted in online shopping trend. Tokopedia as one
of the popular e-commerce in Indonesia provides online selling experience to
the sellers and their customer. This research aims to analyze the Virtual
Atmospheric of Tokopedia. The type of this research is descriptive with
quantitative approach and IPA used as the measurement tool. The sample size of
this research is 100 respondents who are the customer of Tokopedia. The
sampling method used in this research is purposive sampling by distributing online
questionnaire to the customer. The result of the Virtual Atmospheric shows that
Percentage of White Space and Font attributes are important to the customers
and the company delivered a good performance to the customers, these attributes
are located in Quadrant II. Meanwhile, Background Color and Color Scheme
attributes are located in Quadrant III with low importance and low performance
level. Based on the result of this study, it is wise for web store owner, in
this case Tokopedia, to pay more attention for its virtual atmospheric aspect
as it has an influence on customer behavior. A better virtual atmospheric
performance could lead to customer attraction and increasing sales.
Keywords: importance and
performance analysis, virtual atmospheric, tokopedia
Penulis: Wowor Brenda,
S.L.H.V.Joyce Lapian, Merinda Pandowo
Kode Jurnal: jpmanajemendd170884
