Analisis Penjualan Genuine Parts Heavy Equipment Melalui Marketplace (Studi Kasus pada Official Store Tokopedia PT. X)
Abstract
Penelitian ini menganalisis penjualan genuine parts heavy equipment melalui official store PT. X di marketplace Tokopedia. Industri peralatan berat memainkan peran penting dalam pembangunan infrastruktur dan berbagai sektor di Indonesia, sehingga ketersediaan suku cadang asli berkualitas tinggi menjadi sangat penting. Dalam era digital saat ini, marketplace online menawarkan peluang signifikan bagi bisnis suku cadang untuk menjangkau pelanggan potensial secara lebih efektif. Namun, tantangan utama adalah membangun kepercayaan konsumen terhadap keaslian produk. Penelitian ini bertujuan untuk memahami pola penjualan, preferensi konsumen, dan faktor-faktor yang memengaruhi keputusan pembelian suku cadang heavy equipment melalui platform online. Dengan menggunakan pendekatan kuantitatif dan kualitatif, penelitian ini menganalisis data penjualan, pendapatan, dan ulasan pelanggan dari toko official store Tokopedia. Hasil menunjukkan adanya pola musiman dalam penjualan, dengan filter oli mesin menjadi produk yang paling banyak terjual. Ulasan pelanggan mengindikasikan kepuasan terhadap
kualitas produk dan pelayanan, namun terdapat ruang untuk peningkatan dalam aspek logistik dan komunikasi. Temuan penelitian menegaskan pentingnya keaslian produk dan peran toko official store dalam membangun kepercayaan konsumen. Implikasi strategis dibahas untuk membantu pemilik bisnis mengoptimalkan kehadiran mereka di marketplace dan meningkatkan penjualan suku cadang heavy equipment.
Kata kunci: e-commerce; genuine parts; heavy equipment; kepercayaan konsumen; marketplace; pola
penjualan; preferensi konsumen; strategi pemasaran; Tokopedia
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