UNIVERSITAS BINA NUSANTARA
Program Studi Ganda Sistem Informasi dan manajemen Fakultas Ilmu Komputer dan Ekonomi Semester Ganjil 2006/2007
ANALISIS DAN PERANCANGAN STRATEGI E-MARKETING PADA PT. INTERIOR NEXUS
Yanniwati
Abstrak Di era modern ini kebutuhan akan Teknologi Informasi sangatlah dibutuhkan untuk membantu dalam penyelesaian pekerjaan. Teknologi Informasi membantu sebuah perusahaan untuk meningkatkan kualitas pelayanan kepada pelanggan, menyediakan informasi yang lengkap, mempermudah dalam promosi bagi perusahaan, meningkatkan daya saing perusahaan, dan meningkatkan citra perusahaan. E-marketing menjadi pilihan teknologi yang digunakan. Metode analisis yang digunakan adalah SWOT dengan sub analisis IFAS & EFAS yang kemudian menggunakan matrix IE dan matrix SWOT unutk pengidentifikasian alternatif strategi yang dapat diterapkan dalam menyelesaikan permasalahan yang dihadapi perusahaan. Metode perancangan yang digunakan adalah seven stage. Hasil yang dicapai berupa suatu website perusahaan yang menyediakan berbagai macam informasi kepada pelanggan-pelanggannya. Simpulan yang dapat diperoleh adalah pelanggan dapat menggunakan website ini untuk mendapatkan informasi tentang perusahaan dengan lebih lengkap dan up-to-date
KATA PENGANTAR
Puji dan syukur penulis panjatkan kepada Tuhan Yang Maha Esa atas rahmat dan karunia yang dilimpahkannya sehingga dapat terwujudnya skripsi setelah melalui proses yang panjang. Selama penyusunan skripsi ini, penulis mendapat banyak petunjuk, bimbingan dan nasehat serta bantuan moril dan material dari berbagai pihak. Oleh karena itu dalam kesempaan ini, penulis dengan tulus mengucapkan terimakasih yang sedalam-dalamnya kepada : 1. Professor. Dr. Genardus Polla, M.App.Sc., selaku rektor Universitas Bina Nusantara. 2. Bapak Engkos Ahmad Kuncoro, SE, MM, selaku Dekan Fakultas Ekonomi Universitas Bina Nusantara. 3. Bapak Ir. Sablin Yusuf, M.Sc., M.Comp.Sc., selaku Dekan Fakultas Ilmu Komputer Universitas Bina Nusantara. 4. Bapak Siswono, S.kom, MM., selaku ketua Jurusan Sistem Informasi 5. Bapak Idris Gautama, S.kom., SE., MM., MBA., selaku ketua jurusan Manajemen 6. Ibu Lianawati, S.kom., MM, selaku koordinator program ganda yang telah memberikan perpanjangan waktu pengumpulan skripsi ini. 7. Bapak Rudy, S.kom, MM, dan Bapak Andreas Soegandi, S.kom, MM selaku dosen pembimbing yang telah meluangkan waktu, tenaga dan pikiran dalam
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memberikan bimbingan, pengetahuan, saran dan kritik, yang sangat membantu penulis menyelesaikan skripsi ini. 8. Segenap staff pengajar yang telah membekali penulis dengan berbagai pengetahuan selama penulis mengikuti kuliah. 9. Pimpinan dan staff PT. Interior Nexus yang telah meluangkan waktu untuk memberikan informasi selama penulis melakukan riset. 10. Kedua orang tua dan kakak yang telah memberikan dukungan moril maupun material sehingga skripsi ini dapat terselaikan. 11. Kepada Candy yang telah banyak membantu dan mendukung pembuatan skripsi ini. Kepada sahabat terutama Vivi, Laura, Ebeth, Erline dan Yosiana, serta semua teman-teman yang tidak dapat sebutkan satu per satu yang telah memberi bantuan selama penyusunan skripsi ini.
Penulis menyadari bahwa penyajian skripsi ini masih jauh dari sempurna. Karena nya, penulis sangat mengharapkan saran maupun kritik dari pembaca. Akhir kata, dengan segala kerendahan hati, penulis berharap semoga skripsi ini dapat bermanfaat bagi para pembaca.
Jakarta, 31 Januari 2007 Penulis
(Yanniwati) iii
DAFTAR ISI
Halaman ABSTRAK...................................................................................................................i KATA PENGANTAR..................................................................................................ii DAFTAR ISI...............................................................................................................iv DAFTAR TABLE......................................................................................................viii DAFTAR GAMBAR...................................................................................................ix DAFTAR LAMPIRAN................................................................................................xi BAB 1 : PENDAHULUAN........................................................................................1 1.1 Latar belakang..................................................................................................1 1.2 Ruang Lingkup.................................................................................................3 1.3 Identifikasi Masalah.........................................................................................4 1.4 Tujuan dan Manfaat Penelitian........................................................................4 1.4.1
Tujuan Penelitian.................................................................................4
1.4.2
Manfaat Penelitian...............................................................................4
1.5 Sistematika Penulisan......................................................................................6
BAB 2 : LANDASAN TEORI.....................................................................................8 2.1 Internet..............................................................................................................8 2.1.1
Pengertian Internet.........................................................................8
2.1.2
Pengertian World Wide Web...........................................................8
2.2 Pemasaran.........................................................................................................9 2.2.1
Pengertian Pemasaran....................................................................9
2.2.2
Konsep Pemasaran........................................................................10
2.3 E-Marketing....................................................................................................12 2.3.1
Pengertian E-Marketing................................................................12
2.3.2
Bauran Pemasaran Melalui Internet (Marketing Mix on the Internet)........................................................................................15
2.3.3
Prinsip-prinsip Pemasaran Melalui Internet.................................17
2.4 Pembangunan E-Marketing............................................................................20
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2.4.1
Framing the Market Opportunity.................................................21
2.4.2
Formulating the Marketing Strategy............................................23
2.4.3
Designing Customer Experience.................................................29
2.4.4
Crafting the Customer Interface...................................................30
2.4.5
Designing the Marketing Program...............................................31
2.4.6
Leveraging Customer Information Through Technology.............33
2.4.7
Evaluating the marketing program..............................................33
2.5 Analisis Porter................................................................................................34 2.5.1
Ancaman Pendatang Baru (Threat of New Entrance)..................35
2.5.2
Daya Tawar Pemasok (the bargaining power of suppliers).........35
2.5.3
Daya Tawar Pembeli (the bargaining power of buyers)..............36
2.5.4
Ancaman Produk Substitusi (threat of substitute product)..........37
2.5.5
Persaingan Antar Perusahaan Sejenis (rivalry among existing firms).............................................................................................37
2.6 Analisis SWOT...............................................................................................38 2.7 Cara Penentuan faktor-faktor SWOT.............................................................40 2.8 Delapan Aturan Emas.....................................................................................43 2.9 Metodologi Penelitian....................................................................................45 2.9.1
Studi Pustaka...............................................................................45
2.9.2
Metode Analisis............................................................................45
2.9.3
Metode Perancangan software......................................................45
2.10 Definisi Operasional dan instrumen Pengukuran.........................................46 2.11 Kerangka Pemikiran.....................................................................................48
GAMBARAN UMUM PERUSAHAAN.........................................................................49 3.1 Sejarah dan Perkembangan PT. Interior Nexus..............................................49 3.2 Tujuan Perusahaan..........................................................................................51 3.2.1
Visi Perusahaan...........................................................................51
3.2.2
Misi Perusahaan............................................................................51
3.2.3
Filosofi Perusahaan......................................................................51
3.3 Stuktur Organisasi..........................................................................................51
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3.4 Pembagian Tugas dan Wewenang..................................................................52 3.5 Kebijakan Mutu Perusahaan...........................................................................53 3.6 Kondisi Lingkungan Usaha dan Persaingan Usaha........................................54 3.6.1
Masuknya Pesaing Baru yang Potensial.......................................55
3.6.2
Kekuatan Penawaran dari Pemasok.............................................55
3.6.3
Persaingan Bisnis.........................................................................55
3.6.4
Kekuatan Penawaran dari Konsumen..........................................56
3.6.5
Produk Pengganti.........................................................................56
HASIL DAN PEMBAHASAN........................................................................................57 4.1 Evaluasi Faktor Internal.................................................................................57 4.1.1
Evaluasi Kekuatan (Strength)......................................................57
4.1.2
Evaluasi kelemahan (Weakness)..................................................58
4.1.3
Hasil Evaluasi Faktor Internal.....................................................59
4.2 Evaluasi Faktor Eksternal...............................................................................62 4.2.1
Evaluasi Peluang (Opportunities).................................................62
4.2.2
Evaluasi Ancaman (Threats)........................................................63
4.2.3
Hasil Evaluasi Faktor Eksternal...................................................64
4.3 Matrix Internal Eksternal (IE)........................................................................67 4.4 Matrix Grand Strategy....................................................................................69 4.5 Matrix SWOT.................................................................................................70 4.6 Framing Market Opportunity.........................................................................71 4.6.1
Seed Opportunity in New Existing Value System........................71
4.6.2
Identify Unmet and Undeserved Needs........................................75
4.6.3
Identify Target Segment................................................................76
4.6.4
Company’s Resource-Based.........................................................78
4.6.5
Opportunity Attractiveness...........................................................79
4.6.6
Make “Go”/”No Go” Assesment.................................................82
4.7 Formulating the Marketing Strategy..............................................................86 4.7.1
Segmentation................................................................................87
4.7.2
Targeting.....................................................................................89
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4.7.3
Positioning..................................................................................91
4.8 Designing Customer Experience....................................................................91
PERANCANGAN SISTEM YANG DIUSULKAN.......................................................95 5.1 Customer Interface..............................................................................................95 5.1.1
Context.....................................................................................................95
5.1.2
Content.....................................................................................................97
5.1.3
Community...............................................................................................99
5.1.4
Customization........................................................................................100
5.1.5
Communication......................................................................................100
5.1.6
Connection.............................................................................................101
5.1.7
Commerce.............................................................................................101
5.2 Designing The Marketing Program....................................................................102 5.2.1
Building Customer Relationship............................................................102
5.2.2
Internet Marketing Mix..........................................................................105
5.3 Leveraging Customer Through Technology.......................................................111 5.4 Evaluating The Marketing Strategy....................................................................118
SIMPULAN DAN SARAN...........................................................................................123 6.1 Simpulan.............................................................................................................123 6.2 saran....................................................................................................................124
DAFTAR PUSTAKA
LAMPIRAN
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DAFTAR TABEL Halaman Tabel 2.1 Definisi Operasional dan Instrumen Pengukuran...........................................46 Tabel 3.1 Tabel Standard dan mutu produk...................................................................53 Tabel 4.1 Tabel bobot SW..............................................................................................60 Tabel 4.2 Internal Factors Analysis (IFAS)..................................................................61 Tabel 4.3 Tabel bobot OT..............................................................................................65 Tabel 4.4 External Factors Analysis (EFAS).................................................................66 Tabel 4.5 Target pasar PT. Interior Nexus......................................................................77 Tabel 4.6 Pengembangan target pasar PT. Interior Nexus.............................................88 Tabel 4.7 Segmentasi PT. Interior Nexus.......................................................................89 Tabel 4.8 Targeting PT. Interior Nexus..........................................................................90 Tabel 5.1 Tabel Anggota..............................................................................................115 Tabel 5.2 Tabel Content Static.....................................................................................115 Tabel 5.3 Table Service................................................................................................116 Tabel 5.4 Tabel News...................................................................................................117 Tabel 5.5 Tabel Contact Us..........................................................................................117
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DAFTAR GAMBAR Halaman
Gambar 2. 1 Siklus Tujuh Tahap dari Pemasaran Melalui Internet...............................21 Gambar 2.2 Bricks-and-Mortar Segmentation Scenarios..............................................24 Gambar 2.3
Bricks-and-Mortar Targeting Scenarios....................................................26
Gambar 2.4
Bricks-and-Mortar Positioning Scenarios.................................................28
Gambar 2.5
Analisis SWOT..........................................................................................39
Gambar 2.6 Kerangka Pemikiran...................................................................................48 Gambar 3.1 Diagram Struktur Organisasi PT. Interior Nexus.......................................51 Gambar 3.2 Lima kekuatan persaingan dalam Industri..................................................54 Gambar 4.1 Matriks IE hasil penelitian..........................................................................67 Gambar 4.2 Matriks Grand Strategy hasil penelitian.....................................................69 Gambar 4.3 Matrix SWOT hasil penelitian....................................................................70 Gambar 4.4 Direct and Indirect Competitor...................................................................81 Gambar 4.5 Diagram Laporan pendapatan PT. Interior Nexus......................................82 Gambar 4.6 Opportunity Assessment.............................................................................85 Gambar 4.7 Customer Experience..................................................................................93 Gambar 4.8 Perbandingan Web.....................................................................................94 Gambar 5.1
Halaman Index situs web PT. Interior Nexus............................................97
Gambar 5.2
Halaman service PT. Interior Nexus..........................................................99
Gambar 5.3
Halaman Contact situs web PT. Interior Nexus......................................101
Gambar 5.4
Marketspace Matrix PT. Interior Nexus..................................................110
Gambar 5.5 Site Map Guest Interface.........................................................................122
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Gambar 5.6 Site Map Member Interface.....................................................................122 Gambar 5.7 Site Map Admin Interface........................................................................123
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DAFTAR LAMPIRAN
Lampiran 1 Lampiran 2 Lampiran 3 Lampiran 4 Lampiran 5
Halaman Web Guest Halaman Web Admin Halaman Normalisasi IFAS & EFAS Surat Pernyataan Survei Riwayat Hidup
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