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A COMPARATIVE STUDY OF FACTORS FORMING CUSTOMER PERCEIVED VALUE E-COMMERCE IN
INDONESIA
(Case Study on Tokopedia, Shopee and Lazada)
Name : Ayu Elfiyana
Reg.number : 5404171087
Advisior : Hutomo Atman Maulana, S.Pd., M.Si
ABSTRACT
One of the uses of technology today is to shop online. Now online shopping is more practical because of the presence of e-commerce. Various e-commerce in Indonesia have sprung up, causing e-commerce companies to run their business by shaping customer perceived value well so that e-commerce can support long- term customer needs. So this study aims to analyze the factors that forming the value of customer perceptions on e-commerce in Indonesia. This study uses quantitative methods and samples with nonprobability purposive sampling method. A sample of 100 respondents were e-commerce customers in Indonesia who were the objects of research, namely Tokopedia, Shopee, and Lazada. This research uses perception level analysis. After the analysis was carried out, the results obtained were the dominant factors that formed customer perceived value in Tokopedia e-commerce, namely company image, monetary cost and information value with a mean indicator of 3.62. In Shopee e-commerce, it is company image 3.95 and monetary cost 3.9 and in Lazada e-commerce is brand image, informaton value with a mean indicator of 3.71.while the factors that are not dominant in forming customer perceived value in Tokopedia e-commerce are social value with a mean indicator of 3.35, non monetary cost 3.34 and online trust 3.31. In Shopee e-commerce, namely social value 3.59, online trust 3.55. on Lazada e-commerce, namely social value 3.39, online trust 3.38, and product value 3.33.
Keywords: E-Commerce , Customer Perceived Value, perception level analysis
