UNIVERSITAS BINA NUSANTARA _________________________________________________________________________
Program Studi Ganda Sistem Informasi dan Manajemen Skripsi Sarjana Program Ganda Semester Ganjil 2006/2007
ANALISIS DAN PERANCANGAN APLIKASI E-MARKETING PADA ANTON GALLERY Hiswara Rahastya 0600661772
ABSTRAK
Anton Gallery adalah suatu badan usaha yang bergerak di bidang penjualan dan pelelangan lukisan. Adapun tujuan secara umum dari penelitian yang dilakukan oleh penulis adalah untuk menganalisa proses, kebutuhan informasi serta permasalahan yang ada di bagian pemasaran pada Anton Gallery. Dalam melakukan analisa, penulis menggunakan tiga metode analisis, yaitu metode analisis Porter, analisis SWOT, dan analisis tujuh tahap e-marketing. Metode perancangan dengan membuat rancangan situs web dan database, studi pustaka dengan mengumpulkan bahan dari buku e-marketing yang telah diwajibkan pada khususnya serta sarana-sarana lain yang bersangkutan, serta dilakukan survei ke perusahaan untuk mengumpulkan data dan informasi, dan kuisioner kepada konsumen. Penerapan e-marketing di perusahaan ini digunakan untuk mengatasi kendala pemasaran yang ada guna meningkatkan jangkauan pemasaran serta ketertarikan para konsumen terhadap lukisan yang dipamerkan. Penulis menyimpulkan bahwa berdasarkan hasil analisa dan rancangan yang dibuat, maka e-marketing dapat memberikan keuntungan bagi perusahaan dalam kemudahan memasarkan produk serta meneliti minat pasar. Kata kunci: Analisis, perancangan, e-marketing, Porter, SWOT, tujuh tahap e-marketing.
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KATA PENGANTAR Puji syukur dan terima kasih penulis ucapkan kepada Tuhan Yang Maha Esa, yang telah melimpahkan karunia-Nya sehingga penulis dapat menyelesaikan penelitian ini dengan baik dan tepat waktu. Pada kesempatan ini, penulis juga ingin mengucapkan banyak terima kasih kepada pihak-pihak lain yang terkait, karena bantuan, bimbingan serta kesempatan yang telah diberikan sehingga penulis dapat menyelesaikan penelitian ini. Pihak-pihak tersebut antara lain: 1. Prof. Dr. Gerardus Polla, M.App.Sc selaku Rektor Universitas Bina Nusantara. 2. Bapak Engkos Achmad Kuncoro, SE., M.M, selaku Dekan Fakultas Ekonomi dan Bapak Ir. Sablin Yusuf, M.Sc, M.Comp. Sc., selaku Dekan Fakultas Komputer atas dukungan dan bantuan yang diberikan pada penulis. 3. Bapak Siswono, S.Kom, MM, selaku kepala jurusan Sistem Informasi dan dosen pembimbing bidang Sistem Informasi yang telah membantu dalam memberikan arahan yang berharga selama penyusunan skripsi penulis dari awal hingga selesai. 4. Ibu Enggal Sriwardiningsih, SE., M.Si, selaku dosen pembimbing bidang Manajemen yang telah banyak memberikan bimbingan serta saran dalam penulisan skripsi. 5. Para pimpinan dan seluruh staf di lingkungan CV. Anton Gallery, khususnya kepada Bapak Christrianto Benedictus selaku pemilik, yang telah banyak membantu dalam memberikan informasi dan data yang sangat berguna dalam penyusunan skripsi. 6. Orangtua penulis yang memberikan semangat dan bantuannya, baik secara materil maupun moril selama masa perkuliahan termasuk penyusunan skripsi ini. 7. Teman-teman dan semua pihak yang tidak dapat disebutkan satu persatu, yang telah memberikan saran, dorongan, semangat, dan bantuan baik secara langsung maupun tidak langsung kepada penulis. Namun penulis juga menyadari bahwa dalam penulisan skripsi ini masih banyak kekurangan serta masih jauh dari sempurna. Oleh karena itu penulis sangat mengharapkan saran dan kritik yang membangun demi perbaikan dan penyempurnaan skripsi ini. Penulis juga mengharapkan agar skripsi ini bisa berguna bagi pembaca untuk memahami dan menerapkan e-marketing dalam usahanya.
Jakarta, 20 Januari 2007 Penulis,
Hiswara Rahastya 0600661772 vi
DAFTAR ISI
Halaman Judul Luar ........................................................................................................i Halaman Judul Dalam.....................................................................................................ii Lembar Persetujuan Hardcover................................................................................... iii Lembar Pernyataan Dewan Penguji .............................................................................iv ABSTRAK ........................................................................................................................v KATA PENGANTAR.....................................................................................................vi BAB 1 PENDAHULUAN ................................................................................................1 1.1 Latar Belakang .....................................................................................................1 1.2 Identifikasi Masalah ............................................................................................4 1.3 Ruang Lingkup Penelitian...................................................................................4 1.4 Tujuan dan Manfaat............................................................................................5 1.4 Metodologi ............................................................................................................6 1.5 Sistematika Penulisan ..........................................................................................7 BAB 2 LANDASAN TEORI ...........................................................................................9 2.1 Analisis dan Perancangan Sistem .......................................................................9 2.1.1 Pengertian Sistem......................................................................................9 2.1.2 Analisis Sistem...........................................................................................9 2.1.3 Perancangan Sistem ................................................................................10 2.2 Internet................................................................................................................10 2.2.1 Pengertian internet .................................................................................10 2.2.2 Manfaat internet .....................................................................................11 2.3 Pemasaran...........................................................................................................12 2.3.1 Pengertian Pemasaran ............................................................................12 2.3.2 Pengertian Manajemen Pemasaran.......................................................12 2.3.3 Sejarah Pemasaran .................................................................................12 2.3.4 Konsep Pemasaran..................................................................................14 2.3.5 Saluran Pemasaran .................................................................................17 2.3.6 Unsur-Unsur Utama Pemasaran ..........................................................17 2.4 E-marketing.........................................................................................................19 2.4.1 Pengertian E-marketing ..........................................................................19 2.4.2 Pemasaran Melalui Internet ..................................................................19 2.4.3 Strategi Pemasaran Perusahaan............................................................20 2.4.4 Lima Komponen Internet Marketing .....................................................21 2.5 Metodologi Penelitian ........................................................................................22 2.5.1 Jenis dan Metode Penelitian...................................................................22 2.5.2 Teknik Pengumpulan Data ....................................................................23 2.5.2.1 Wawancara ..............................................................................23 2.5.2.2 Observasi..................................................................................24 2.5.2.3 Kuisioner..................................................................................25 2.6 Metode Analisis Bisnis .......................................................................................25 2.6.1 Model Lima Kekuatan Porter................................................................25
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2.7 2.8
2.6.2 Matriks EFE(The External Factor Evaluation) ....................................29 2.6.3 Matriks IFE(The Internal Factor Evaluation) ......................................30 2.6.4 Matriks IE(Internal-External Matrix) ...................................................31 2.6.5 Matriks SWOT ........................................................................................32 Metode Perancangan .........................................................................................35 2.7.1 Tujuh Tahap Internet Marketing..........................................................35 Delapan Aturan Emas .......................................................................................56
BAB 3 ANALISIS SISTEM BERJALAN ....................................................................61 3.1 Riwayat Perusahaan ..........................................................................................61 3.2 Struktur Organisasi ...........................................................................................62 3.3 Pembagian Tugas dan Tanggung Jawab .........................................................62 3.4 Visi dan Misi Anton Gallery .............................................................................64 3.5 Analisis Proses Bisnis.........................................................................................64 3.5.1 Analisis Porter ........................................................................................64 3.5.2 Evaluasi Faktor Eksternal Perusahaan ...............................................68 3.5.2.1 Evaluasi Ancaman (Threats) ..................................................68 3.5.2.2 Evaluasi Peluang (Opportunity)..............................................71 3.5.3 Evaluasi Faktor Internal Perusahaan ..................................................76 3.5.3.1 Evaluasi Kelemahan (Weakness) ...........................................77 3.5.3.1 Evaluasi Kekuatan (Strength) ................................................78 3.5.4 Matriks EFE & IFE ...............................................................................81 3.5.5 Matriks Internal Eksternal ...................................................................83 3.5.6 Matriks SWOT .......................................................................................84 3.6 Analisis Berkaitan dengan Perancangan E-Marketing...................................86 3.6.1 Seven Stages of Internet Marketing .......................................................86 3.6.1.1 Tahap 1: Framing the Market Opportunity ...........................86 3.6.1.2 Tahap 2: Formulating the Market Strategy ...........................99 3.6.1.3 Tahap 3: Designing the Customer Experience.....................101 BAB 4 ANALISIS SISTEM BERJALAN ..................................................................102 4.1 Tahap 4: Crafting the Customer Interface ......................................................102 4.2 Rancangan Layar .............................................................................................108 4.2.1 Rancangan Layar User ........................................................................108 4.2.2 Rancangan Layar Admin.....................................................................122 4.3 Tahap 5: Designing the Marketing Program ..................................................128 4.4 Tahap 6: Leveraging the Customer Information Through Technology ........131 4.4.1 Marketing Research ..............................................................................131 4.4.2 Rancangan Database ............................................................................132 4.4.3 Kebutuhan Sistem ................................................................................135 4.4.3.1 Spesifikasi Perangkat Keras ................................................135 4.4.3.2 Spesifikasi Piranti Lunak .....................................................136 4.4.3.3 Brainware ...............................................................................137 4.5 Tahap 7: Evaluating the Marketing Program.................................................137 4.5.1 Financial Metrics ..................................................................................137 4.5.2 Customer-Based Metrics .......................................................................138 4.5.3 Implementation Metrics ........................................................................139 viii
BAB 5 KESIMPULAN DAN SARAN ........................................................................140 5.1 Kesimpulan .......................................................................................................140 5.2 Saran .................................................................................................................140 DAFTAR PUSTAKA ...................................................................................................135 RIWAYAT HIDUP ......................................................................................................138 LAMPIRAN SURAT KETERANGAN SURVEI
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DAFTAR TABEL Tabel 1.1 Perkembangan Jumlah Pelanggan & Pemakai Internet (kumulatif) ................2 Tabel 2.1 Matriks SWOT...............................................................................................34 Tabel 2.2 The Marketspace Matrix ................................................................................55 Tabel 3.1 Galeri-Galeri Pesaing Anton Gallery di Jabotabek........................................67 Tabel 3.2 Galeri-Galeri Pendatang Baru........................................................................68 Tabel 3.3 Pameran Tunggal Pelukis Ternama di Tahun 2005-2007..............................69 Tabel 3.4 Prediksi Pertumbuhan Ekonomi Indonesia ....................................................71 Tabel 3.5 Perkiraan Biaya Promosi Melalui Pameran ...................................................75 Tabel 3.6 Koleksi Lukisan Anton Gallery .....................................................................77 Tabel 3.7 Kuesioner Pelayanan Anton Gallery..............................................................78 Tabel 3.8 Matriks IFE Anton Gallery ............................................................................79 Tabel 3.9 Matriks EFE Anton Gallery ...........................................................................80 Tabel 3.10 Ringkasan Keuangan Anton Gallery..............................................................94 Tabel 4.1 Marketspace Matrix Anton Gallery .............................................................130 Tabel 4.2 Tabel Data Produk .......................................................................................132 Tabel 4.3 Tabel Data Berita & Acara...........................................................................132 Tabel 4.4 Tabel Data E-Card .......................................................................................133 Tabel 4.5 Tabel Data Wallpaper ..................................................................................133 Tabel 4.6 Tabel Data Tema Lukisan ............................................................................133 Tabel 4.7 Tabel Style ...................................................................................................134 Tabel 4.8 Tabel Login Admin......................................................................................134 Tabel 4.9 Tabel Vote....................................................................................................134 Tabel 4.10 Tabel Data Request Info .............................................................................135
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DAFTAR GAMBAR Gambar 2.1 Gambar 2.2 Gambar 2.3 Gambar 2.4 Gambar 2.5 Gambar 2.6 Gambar 2.7 Gambar 2.8 Gambar 2.9 Gambar 3.1 Gambar 3.2 Gambar 3.3 Gambar 3.4 Gambar 3.5 Gambar 3.6 Gambar 3.7 Gambar 3.8 Gambar 3.9 Gambar 3.10 Gambar 3.11 Gambar 3.12 Gambar 3.13 Gambar 3.14 Gambar 4.1 Gambar 4.2 Gambar 4.3 Gambar 4.4 Gambar 4.5 Gambar 4.6 Gambar 4.7 Gambar 4.8 Gambar 4.9 Gambar 4.10 Gambar 4.11 Gambar 4.12 Gambar 4.13 Gambar 4.14 Gambar 4.15 Gambar 4.16 Gambar 4.17 Gambar 4.18 Gambar 4.19 Gambar 4.20
Sistem Pemasaran Sederhana ....................................................................14 Perbandingan Konsep Penjualan Dengan Konsep Pemasaran..................16 Analisis Lima Kekuatan Porter .................................................................25 Matriks IE(Internal Eksternal) ..................................................................32 Seven Steps of Internet Marketing.............................................................35 Peta Kompetitor.........................................................................................39 Brick and Mortar Segmentation(BAMS) Scenarios ..................................41 Brick and Mortar Targeting Scenarios .....................................................42 Brick and Mortar Positioning Scenarios .................................................44 Struktur Organisasi pada Anton Gallery ...................................................60 Analisis Lima Kekuatan Porter Pada Anton Gallery ................................63 Perbandingan Pendapat Mengenai Kegemaran Responden ......................72 Perbandingan Pendapat Mengenai Kriteria Responden ............................72 Perbandingan Pendapat Mengenai Tingkat Pengeluaran Responden .......73 Matriks IE Anton Gallery..........................................................................81 Matriks SWOT Anton Gallery ..................................................................83 Proses Bisnis Pemasaran Berjalan.............................................................88 Segmentasi Pasar Anton Gallery...............................................................90 Peta Kompetitor Anton Gallery.................................................................93 Anton Gallery Overall Opportunity Assessment .......................................96 Brick and Mortar Segmentation (BAMS) Scenarios .................................97 Brick and Mortar Targeting Scenarios .....................................................98 Brick and Mortar Positioning Scenarios ..................................................98 Rancangan Layar Home Anton Gallery ..................................................108 Tampilan Layar View Votes Anton Gallery ............................................109 Tampilan Layar Gallery Anton Gallery ..................................................110 Tampilan Layar Product Details Anton Gallery.....................................111 Tampilan Layar Request Information Anton Gallery .............................112 Tampilan Layar News & Events Anton Gallery......................................113 Tampilan Layar Forum Anton Gallery ...................................................114 Tampilan Layar Ordering Information Anton Gallery ...........................115 Tampilan Layar Contact Us Anton Gallery ............................................116 Tampilan Layar Send E-Cards Anton Gallery........................................117 Tampilan Layar E-Cards Details Anton Gallery ....................................118 Tampilan Layar Free Wallpaper Anton Gallery.....................................119 Tampilan Layar Zoom Wallpaper Details Anton Gallery.......................120 Tampilan Layar Tell A Friends Anton Gallery .......................................121 Tampilan Layar Login Admin .................................................................122 Tampilan Layar Home Admin .................................................................123 Tampilan Layar Database User ..............................................................123 Tampilan Layar Database Lukisan .........................................................124 Tampilan Layar Database Wallpaper .....................................................124 Tampilan Layar Database News & Events .............................................125
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Gambar 4.21 Gambar 4.22 Gambar 4.23 Gambar 4.24
Tampilan Layar Database E-Card..........................................................125 Tampilan Layar Edit Pooling..................................................................126 Tampilan Layar Request Info Admin.......................................................126 Tampilan Layar View Request Info .........................................................127
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DAFTAR LAMPIRAN LAMPIRAN 1 Hasil Wawancara Pemilik Anton Gallery......................................... L1 LAMPIRAN 2 Daftar Pertanyaan Wawancara Model 5 Kekuatan Porter ............ L4 LAMPIRAN 3 Wawancara Faktor Internal & Eksternal Anton Gallery............... L7 LAMPIRAN 4 Kuesioner Berpasangan dan Penilaian Internal & Eksternal ........ L9 LAMPIRAN 5 Perhitungan hasil Kuesioner Berpasangan .................................... L12 LAMPIRAN 6 Kuesioner Kebutuhan Pelanggan .................................................... L17 LAMPIRAN 7 Hasil Kuesioner Kebutuhan Pelanggan .......................................... L23 LAMPIRAN 8 Tabel Perbandingan Strategi Mass, Direct, & Internet Marketing L38 LAMPIRAN 9 Tabel Database Forum Anton Gallery............................................ L40
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