UNIVERSITAS BINA NUSANTARA _________________________________________________________________ Jurusan Sistem Informasi Skripsi Sarjana Komputer Semester Ganjil tahun 2005/2006
ANALISA DAN PERANCANGAN E-MARKETING PADA PT CIPUTRA DEVELOPMENT, TBK Whindy Yoevestian 0600614605 Lidia 0600620583 Saerany 0600620596 Kelas / Kelompok : 07 PBM / 3 Abstrak
Tujuan penelitian adalah untuk menganalisis dan merancang sebuah aplikasi pemasaran secara online atau e-marketing yang diaplikasikan melalui perancangan website untuk Perumahan Citra. Dengan adanya website ini, Perumahan Citra dapat melakukan pemasaran secara lebih luas dan efektif. Website ini memuat informasi mengenai Perumahan Citra dan berbagai informasi tambahan lainnya. Metodologi yang digunakan dalam penyusunan skripsi ini ada 7 poin, yang terbagi menjadi metode analisa dan metode perancangan. Metode analisa meliputi: (1) Menyusun peluang-peluang pasar, (2) Menformulasikan strategi pemasaran, dan (3) Mendesain faktor pengalaman konsumen. Sementara itu metode perancangan meliputi: (4) Merangkai interface konsumen, (5) Mendesain program pemasaran, (6) Mengungkap Informasi Konsumen Melalui Teknologi, dan (7) Mengevaluasi Program Pemasaran. Hasil analisa kami terhadap Perumahan Citra adalah bahwa pemasaran pada Perumahan Citra selama ini masih menggunakan cara pemasaran tradisional seperti dengan brosur, iklan di media cetak, ataupun mengikuti pameran. Kami memandang sangat perlu untuk menerapkan e-marketing untuk memperoleh pasar yang lebih luas dan memberikan informasi yang lebih baik pada konsumen. Simpulan kami terhadap hasil analisa adalah Perumahan Citra harus lebih memfokuskan promosi pemasarannya dengan cara memberikan nilai tambah bagi konsumen dengan cara memberikan informasi yang lengkap. Caranya adalah dengan menggunakan e-marketing yang lebih berfokus pada pemberian informasi dan bersifat customer-oriented. Kata Kunci Analisa, Perancangan, E-marketing
iv
PRAKATA
Segala puji dan syukur, penulis panjatkan kepada Tuhan Yang Maha Esa atas berkat dan tuntunanNya sehingga proses penulisan skripsi ini dapat berjalan dengan baik dari awal hingga akhir dan selesai tepat pada waktunya. Penulis juga mengucapkan banyak terima kasih kepada pihak-pihak yang telah memberikan bantuan secara materil maupun moril selama pembuatan skripsi ini berlangsung, yaitu : 1. Bapak Prof. Dr. Gerardus Polla, M.App.Sc., selaku Rektor Universitas Bina Nusantara 2. Bapak Ir. Sablin Yusuf, M.Sc, M.ComSc., selaku Dekan Fakultas Ilmu Komputer Universitas Bina Nusantara 3. Bapak Siswono, S.Kom., MM., selaku Ketua Jurusan Sistem Informasi Universitas Bina Nusantara 4. Bapak Johan, S.Kom, MM., selaku Sekretaris Jurusan Sistem Informasi Universitas Bina Nusantara yang juga merangkap sebagai Dosen Pembimbing skripsi kami. 5. Segenap staf pengajar Universitas Bina Nusantara yang telah membimbing penulis selama masa kuliah. 6. Bapak Hendry Tamzil, selaku Marketing Manager Perumahan Citra 7. Bapak Yudi Kunaefi, selaku Promotion Coordinator Marketing Department Perumahan Citra 8. Ibu Teresia Chyntia, selaku HR Coordinator Perumahan Citra
v
9. Orang tua dan saudara-saudari kami semua yang telah banyak memberikan bantuan dan dukungan materil maupun moril yang tak ternilai sehingga skripsi ini dapat diselesaikan. 10. Teman-teman yang telah memberikan saran, dukungan dan bantuan kepada penulis. 11. Pihak-pihak lain yang tidak dapat disebutkan namanya satu per satu.
Penulis menyadari isi dari skripsi ini belum sempurna, baik dari segi penyajian maupun dari segi materi yang dibahas. Oleh karena itu, demi penyempurnaan skripsi ini penulis sangat mengharapkan kritik dan saran yang membangun dari berbagai pihak. Akhir kata, penulis merasa sangat bersyukur bila skripsi ini dapat bermanfaat bagi rekan-rekan pembaca. Terima kasih untuk perhatiannya.
Jakarta, Januari 2006
Penulis
vi
DAFTAR ISI
Halaman Judul Luar........................................................................................................... i Halaman Judul Dalam.......................................................................................................ii Halaman Persetujuan Hardcover..................................................................................... iii Halaman Pernyataan Dewan Penguji Abstrak............................................................................................................................. iv Prakata...............................................................................................................................v Daftar Isi......................................................................................................................... vii Daftar Tabel................................................................................................................... xiii Daftar Gambar.................................................................................................................xv Daftar Lampiran.............................................................................................................. xx
BAB 1 PENDAHULUAN................................................................................................ 1 1.1
Latar Belakang...................................................................................................... 1
1.2
Ruang Lingkup......................................................................................................2
1.3
Tujuan................................................................................................................... 3
1.4
Manfaat................................................................................................................. 3
1.5
Metodologi............................................................................................................ 4
1.6
1.5.1
Metode Analisa......................................................................................... 4
1.5.2
Metode Perancangan................................................................................. 4
Sistematika Penulisan........................................................................................... 5
vii
BAB 2 LANDASAN TEORI............................................................................................7 2.1
Teori-teori Umum................................................................................................. 7 2.1.1
User........................................................................................................... 7
2.1.2
Developer.................................................................................................. 7
2.1.3
Informasi................................................................................................... 7
2.1.4
2.1.5
2.2
2.1.3.1
Pengertian Informasi.................................................................. 7
2.1.3.2
Dimensi Informasi..................................................................... 8
Pemasaran................................................................................................. 9 2.1.4.1
Definisi Pemasaran.................................................................... 9
2.1.4.2
Konsep Pemasaran................................................................... 10
2.1.4.3
Marketing Mix.......................................................................... 11
Internet.................................................................................................... 12 2.1.5.1
Pengertian Internet................................................................... 12
2.1.5.2
Istilah-istilah dalam Internet.................................................... 12
2.1.5.3
Pengertian World Wide Web.................................................... 13
Teori-teori Khusus.............................................................................................. 14 2.2.1
Pengertian E-Marketing.......................................................................... 14
2.2.2
Manfaat Pemasaran Online..................................................................... 15
2.2.3
Tujuh Tahap dalam E-Marketing............................................................ 16 2.2.3.1
Menyusun Peluang Pasar......................................................... 17 2.2.3.1.1
Mengidentifikasi Peluang...................................... 18
2.2.3.1.2
Mengidentifikasi Kebutuhan yang Tidak Terpenuhi............................................................... 19
2.2.3.1.3
Menentukan Segmentasi Pasar.............................. 19 viii
2.2.3.1.4
Mengidentifikasi Sumber Daya Perusahaan.......... 21
2.2.3.1.5
Menafsirkan Persaingan, Teknologi dan Keuangan Perusahaan............................................................. 22
2.2.3.1.6 2.2.3.2
Membuat Penilaian “Go / Not Go”........................ 25
Membuat Strategi Pemasaran.................................................. 27 2.2.3.2.1
Strategi Pemasaran................................................. 27
2.2.3.2.2
Online Segmentation.............................................. 28
2.2.3.2.3
Online Targeting.................................................... 30
2.2.3.2.4
Online Positioning................................................. 32
2.2.3.3
Mendesain Faktor Pengalaman Konsumen.............................. 34
2.2.3.4
Merangkai Interface Konsumen.............................................. 37
2.2.3.5
Mendesain Program Pemasaran............................................... 40
2.2.3.6
2.2.3.5.1
Customer Relationship........................................... 41
2.2.3.5.2
Product.................................................................. 43
2.2.3.5.3
Pricing....................................................................44
2.2.3.5.4
Communication...................................................... 44
2.2.3.5.5
Community............................................................. 44
2.2.3.5.6
Distribution............................................................ 45
2.2.3.5.7
Designing The Marketspace Matrix.......................45
Mengungkap Informasi Konsumen Melalui Teknologi........... 46 2.2.3.6.1
2.2.3.7
Database Marketing...............................................46
Mengevaluasi Program Pemasaran.......................................... 47
ix
BAB 3 ANALISA PROSES BISNIS DAN STRATEGI PEMASARAN...................... 48 3.1
Latar Belakang Perusahaan................................................................................. 48
3.2
Struktur Organisasi............................................................................................. 48
3.3
Deskripsi Pekerjaan............................................................................................ 51
3.4
Menyusun Peluang Pasar.................................................................................... 62 3.4.1
Mengidentifikasi Peluang....................................................................... 62
3.4.2
Mengidentifikasi Kebutuhan yang Tidak Terpenuhi.............................. 65 Proses Bisnis............................................................................ 65
3.4.2.2
Kebutuhan yang Tidak Terpenuhi........................................... 67
3.4.3
Menentukan Segmentasi Pasar............................................................... 68
3.4.4
Mengidentifikasi Sumber Daya Perusahaan........................................... 71
3.4.5
3.4.6 3.5
3.4.2.1
3.4.4.1
Customer Facing......................................................................71
3.4.4.2
Internal.....................................................................................74
3.4.4.3
Upstream.................................................................................. 75
Menafsirkan Persaingan, Teknologi, dan Keuangan Perusahaan........... 76 3.4.5.1
Tingkat Persaingan...................................................................76
3.4.5.2
Teknologi Perusahaan.............................................................. 79
3.4.5.3
Keuangan Perusahaan.............................................................. 81
Membuat Penilaian “Go/ Not Go”.......................................................... 82
Membuat Strategi Pemasaran............................................................................. 86 3.5.1
Visi Perusahaan.......................................................................................86
3.5.2
Misi Perusahaan...................................................................................... 86
3.5.3
Tujuan Perusahaan.................................................................................. 86
3.5.4
Tujuan Pemasaran................................................................................... 86 x
3.5.5
3.5.6
3.6
Strategi Pemasaran.................................................................................. 87 3.5.5.1
Strategi Produk.........................................................................87
3.5.5.2
Strategi Harga.......................................................................... 87
3.5.5.3
Strategi Promosi....................................................................... 88
3.5.5.4
Strategi Distribusi.................................................................... 90
Strategi E-Marketing...............................................................................90 3.5.6.1
Segmentation............................................................................ 90
3.5.6.2
Targeting.................................................................................. 93
3.5.6.3
Positioning............................................................................... 94
Mendesain Faktor Pengalaman Konsumen......................................................... 94 3.6.1
Functionality........................................................................................... 95
3.6.2
Intimacy...................................................................................................96
3.6.3
Evangelism.............................................................................................. 99
BAB 4 PERANCANGAN APLIKASI E-MARKETING..............................................101 4.1
Mendesain Interface Konsumen....................................................................... 101 4.1.1
Context.................................................................................................. 101
4.1.2
Content.................................................................................................. 103
4.1.3
Community............................................................................................ 104
4.1.4
Customization....................................................................................... 104
4.1.5
Communication..................................................................................... 105
4.1.6
Connection............................................................................................ 106
4.1.7
Commerce............................................................................................. 106
4.1.8
Rancangan Layar User.......................................................................... 106 xi
4.2
4.3
4.4
Mendesain Program Pemasaran........................................................................ 124 4.2.1
Relationship.......................................................................................... 124
4.2.2
Marketspace Matrix.............................................................................. 125
Mengungkap Informasi Konsumen Melalui Teknologi.................................... 127 4.3.1
Perancangan Database.......................................................................... 127
4.3.2
Desain Interface Admin........................................................................ 133
4.3.3
Analisa Kebutuhan Sistem.................................................................... 159
Mengevaluasi Program Pemasaran................................................................... 160 4.4.1
Teknologi.............................................................................................. 160
4.4.2
Manfaat................................................................................................. 161
4.4.3
Tampilan............................................................................................... 162
BAB 5 SIMPULAN DAN SARAN..............................................................................168 5.1
Simpulan........................................................................................................... 168
5.2
Saran................................................................................................................. 168
DAFTAR PUSTAKA................................................................................................... 170 RIWAYAT HIDUP...................................................................................................... 171 LAMPIRAN – LAMPIRAN.......................................................................................... L1 FOTOKOPI SURAT SURVEI
xii
DAFTAR TABEL Tabel 2.1 Pendekatan Segmentasi...................................................................................20 Tabel 2.2 Marketspace Matrix........................................................................................ 46 Tabel 3.1 Perkembangan Jumlah Pelanggan & Pemakai Internet (Kumulatif).............. 63 Tabel 3.2 Segmentasi Pasar dari Perumahan Citra......................................................... 69 Tabel 3.3 Pendapatan PT. Ciputra Development, Tbk dari tahun 1999-2005................ 81 Tabel 3.4 Segmentasi pada Perumahan Citra secara Online...........................................91 Tabel 3.5 Customer Experience untuk Perumahan Citra................................................ 95 Tabel 4.1 Marketspace Matrix Perumahan Citra.......................................................... 126 Tabel 4.2 Tabel Ms_Sektor........................................................................................... 127 Tabel 4.3 Tabel Ms_Cluster.......................................................................................... 127 Tabel 4.4 Tabel Ms_Rumah.......................................................................................... 127 Tabel 4.5 Tabel Ms_NoRumah..................................................................................... 128 Tabel 4.6 Tabel Ms_Harga........................................................................................... 128 Tabel 4.7 Tabel Ms_Paket............................................................................................ 128 Tabel 4.8 Tabel Ms_Ruko.............................................................................................129 Tabel 4.9 Tabel Ms_HargaRuko................................................................................... 129 Tabel 4.10 Tabel Ms_PaketRuko.................................................................................. 129 Tabel 4.11 Tabel Ms_User........................................................................................... 130 Tabel 4.12 Tabel Ms_Booking……………………………………………………….. 130 Tabel 4.13 Tabel Ms_Testimonial…………………………………………………… 130 Tabel 4.14 Tabel Ms_Tips………………………………………………………….... 130 Tabel 4.15 Tabel Temp_Tips………………………………………………………… 130 Tabel 4.16 Tabel Ms_Fasilitas...................................................................................... 131 xiii
Tabel 4.17 Tabel Ms_FAQ........................................................................................... 131 Tabel 4.18 Tabel Ms_ContactUs.................................................................................. 131 Tabel 4.19 Tabel Ms_Profile........................................................................................ 131 Tabel 4.20 Tabel Ms_Peta............................................................................................ 131 Tabel 4.21 Tabel Ms_Berita......................................................................................... 131 Tabel 4.22 Tabel Ms_Index.......................................................................................... 132 Tabel 4.23 Tabel Ms_KategoriTelepon........................................................................ 132 Tabel 4.24 Tabel Ms_TeleponPenting.......................................................................... 132 Tabel 4.25 Tabel Ms_Dokter........................................................................................ 132 Tabel 4.26 Tabel Ms_PusatJajanan...............................................................................132 Tabel 4.27 Tabel Ms_Angsuran.................................................................................... 132 Tabel 4.28 Tabel Ms_VirtualTour................................................................................ 133
xiv
DAFTAR GAMBAR
Gambar 2.1 Konsep Pemasaran...................................................................................... 10 Gambar 2.2 Tujuh Tahapan dari Pemasaran Internet..................................................... 17 Gambar 2.3 Kerangka Kerja Peluang Pasar.................................................................... 18 Gambar 2.4 Skenario Online Segmentation ................................................................... 28 Gambar 2.5 Skenario Online Targeting ......................................................................... 30 Gambar 2.6 Pergerakan Relationship............................................................................. 41 Gambar 3.1 Struktur Organisasi Perumahan Citra......................................................... 49 Gambar 3.2 Rich Picture proses bisnis dari Perumahan Citra........................................ 65 Gambar 3.3 Kompetitor dari Perumahan Citra............................................................... 79 Gambar 3.4 Penilaian GO/NOT GO............................................................................... 82 Gambar 3.5 Market Size Perumahan Citra...................................................................... 85 Gambar 3.6 Skenario Segmentasi Perumahan Citra....................................................... 90 Gambar 3.7 Skenario Targeting Perumahan Citra.......................................................... 93 Gambar 4.1 Rancangan Layar Index............................................................................. 107 Gambar 4.2 Rancangan Layar Produk.......................................................................... 108 Gambar 4.3 Rancangan Layar Produk Rumah............................................................. 109 Gambar 4.4 Rancangan Layar Produk Detail............................................................... 109 Gambar 4.5 Rancangan Layar Produk Detail Harga.................................................... 110 Gambar 4.6 Rancangan Layar Produk Ruko................................................................ 110 Gambar 4.7 Rancangan Layar Produk Ruko Detail..................................................... 111 Gambar 4.8 Rancangan Layar Produk Ruko Detail Harga........................................... 111 Gambar 4.9 Rancangan Layar Virtual Tour................................................................. 112
xv
Gambar 4.10 Rancangan Layar Fasilitas...................................................................... 112 Gambar 4.11 Rancangan Layar Profil.......................................................................... 113 Gambar 4.12 Rancangan Layar Pertanyaan.................................................................. 113 Gambar 4.13 Rancangan Layar Hubungi Kami............................................................ 114 Gambar 4.14 Rancangan Layar Pemesanan..................................................................114 Gambar 4.15 Rancangan Layar Peta Situs.................................................................... 115 Gambar 4.16 Rancangan Layar Peta Lokasi................................................................. 115 Gambar 4.17 Rancangan Layar Peta Utama................................................................. 116 Gambar 4.18 Rancangan Layar Komentar....................................................................116 Gambar 4.19 Rancangan Layar Beritahu Teman.......................................................... 117 Gambar 4.20 Rancangan Layar Tips............................................................................ 117 Gambar 4.21 Rancangan Layar Informasi.................................................................... 118 Gambar 4.22 Rancangan Layar Daftar......................................................................... 118 Gambar 4.23 Rancangan Layar Lupa Password...........................................................119 Gambar 4.24 Rancangan Layar Cari Info Produk........................................................ 119 Gambar 4.25 Rancangan Layar Pencarian Canggih..................................................... 120 Gambar 4.26 Rancangan Layar Index Setelah Login................................................... 120 Gambar 4.27 Rancangan Layar Pemesanan Setelah Login.......................................... 121 Gambar 4.28 Rancangan Layar Hasil Pemesanan........................................................ 121 Gambar 4.29 Rancangan Layar Lihat Profil Diri..........................................................122 Gambar 4.30 Rancangan Layar Lihat Pemesanan........................................................ 122 Gambar 4.31 Rancangan Layar Lihat Angsuran...........................................................123 Gambar 4.32 Rancangan Layar Bandingkan Produk.................................................... 123 Gambar 4.33 Rancangan Layar Index Admin...............................................................133 xvi
Gambar 4.34 Rancangan Layar Admin Produk............................................................ 134 Gambar 4.35 Rancangan Layar Admin Produk Rumah............................................... 134 Gambar 4.36 Rancangan Layar Admin Tambah Produk Rumah ................................ 135 Gambar 4.37 Rancangan Layar Admin Produk Detail Rumah.....................................135 Gambar 4.38 Rancangan Layar Admin Edit Produk Rumah........................................ 136 Gambar 4.39 Rancangan Layar Admin Lihat Sektor....................................................136 Gambar 4.40 Rancangan Layar Admin Tambah Sektor............................................... 137 Gambar 4.41 Rancangan Layar Admin Ubah Sektor................................................... 137 Gambar 4.42 Rancangan Layar Admin Lihat Cluster.................................................. 138 Gambar 4.43 Rancangan Layar Admin Tambah Cluster..............................................138 Gambar 4.44 Rancangan Layar Admin Ubah Cluster.................................................. 139 Gambar 4.45 Rancangan Layar Admin Produk Ruko.................................................. 139 Gambar 4.46 Rancangan Layar Admin Tambah Produk Ruko.................................... 140 Gambar 4.47 Rancangan Layar Admin Produk Detail Ruko....................................... 140 Gambar 4.48 Rancangan Layar Admin Edit Produk Ruko...........................................141 Gambar 4.49 Rancangan Layar Admin Lihat Paket Ruko........................................... 141 Gambar 4.50 Rancangan Layar Admin Ubah Paket Ruko........................................... 142 Gambar 4.51 Rancangan Layar Admin Tambah Paket Ruko....................................... 142 Gambar 4.52 Rancangan Layar Admin Fasilitas.......................................................... 143 Gambar 4.53 Rancangan Layar Admin Tambah Fasilitas............................................ 143 Gambar 4.54 Rancangan Layar Admin Ubah Fasilitas................................................ 144 Gambar 4.55 Rancangan Layar Admin Profile.............................................................144 Gambar 4.56 Rancangan Layar Admin FAQ................................................................ 145 Gambar 4.57 Rancangan Layar Admin Tambah FAQ..................................................145 xvii
Gambar 4.58 Rancangan Layar Admin Ubah FAQ...................................................... 146 Gambar 4.59 Rancangan Layar Admin Hubungi Kami................................................146 Gambar 4.60 Rancangan Layar Admin Pemesanan..................................................... 147 Gambar 4.61 Rancangan Layar Admin Pemesanan Detail........................................... 147 Gambar 4.62 Rancangan Layar Admin Ubah Pemesanan............................................ 148 Gambar 4.63 Rancangan Layar Admin Peta Lokasi..................................................... 148 Gambar 4.64 Rancangan Layar Admin Peta Utama..................................................... 149 Gambar 4.65 Rancangan Layar Admin Komentar....................................................... 149 Gambar 4.66 Rancangan Layar Admin Komentar Lama............................................. 150 Gambar 4.67 Rancangan Layar Admin Tampung Komentar....................................... 150 Gambar 4.68 Rancangan Layar Admin Kirim Berita................................................... 151 Gambar 4.69 Rancangan Layar Admin Tips................................................................ 151 Gambar 4.70 Rancangan Layar Admin Tambah Tips.................................................. 152 Gambar 4.71 Rancangan Layar Admin Tampilan Tips................................................ 152 Gambar 4.72 Rancangan Layar Admin Ubah Tips....................................................... 153 Gambar 4.73 Rancangan Layar Admin Informasi........................................................ 153 Gambar 4.74 Rancangan Layar Admin Tambah Informasi.......................................... 154 Gambar 4.75 Rancangan Layar Admin Ubah Informasi.............................................. 154 Gambar 4.76 Rancangan Layar Admin Buat Profil Konsumen................................... 155 Gambar 4.77 Rancangan Layar Admin Lihat Profil..................................................... 155 Gambar 4.78 Rancangan Layar Admin Virtual Tour................................................... 156 Gambar 4.79 Rancangan Layar Admin Tambah Virtual Tour..................................... 156 Gambar 4.80 Rancangan Layar Admin Ubah Virtual Tour.......................................... 157 Gambar 4.81 Rancangan Layar Admin Lihat No Rumah.............................................157 xviii
Gambar 4.82 Rancangan Layar Admin Tambah No Rumah........................................ 158 Gambar 4.83 Rancangan Layar Admin Ubah No Rumah............................................ 158
xix
