PERCEPTUAL MAPPING ANALYSIS OF E- COMMERCE BASED ON CUSTOMER PERCEPTION (CASE STUDY ON TOKOPEDIA, BUKALAPAK, SHOPEE, LAZADA, BLIBLI, AND JD.ID)

PERCEPTUAL MAPPING ANALYSIS OF E- COMMERCE BASED ON CUSTOMER PERCEPTION (CASE STUDY ON TOKOPEDIA, BUKALAPAK, SHOPEE, LAZADA, BLIBLI, AND JD.ID)

SHELVY TAURUSINA AZIZ S.M

Research Object

Research Background

Internet User in Indonesia

E-commerce User in Indonesia

143.26 million from 262 million Indonesian citizen

32.19% of Internet

User

Problem Statement

Perception Process

Research Characteristic

Population and Sample

E-Commerce User

in Indonesia

Data Collection Method

Primary (

Questionnaire via

google form)

Secondary

( literature, journals, research results, articles,

internet, and additional media information relating

to the research topic

Respondents Characteristic

Region Age

Gender Occupation

Respondents Characteristic

Income per Month

Transaction in a Month

Amount of Money Spent for E-

commerce Transaction in a Month

Contunued

Continued

Value of R-Square and Kruskal Stress

Perceptual Mapping non Attribute Based

(Similarities)

Perceptual Mapping All Attribute

Perceptual Mapping All Attribute

Resume of E-commerce Ranking Data on

All Attributes

The Growth of Economic in Indonesia

Conclusion

1

. Perceptual Mapping non attribute based (similarities) shows that the most similar e-commerce brands are Jd.id with Shopee, Bukalapak with Shopee and Tokopedia with Blibli. The most different e- commerce is Lazada, so the result means that Shopee have two closest compertitors namely Jd.id and

Bukalapak and vice versa, while Tokopedia and Blibli also competing with each other because of the similarities with each other.

2.

Perceptual Mapping based on attributes as a whole shows that Tokopedia occupies the first position that is superior to the overall attribute

3.

Shopee occupies the second position that excels on all attributes as well except on attribute security.

4.

Bukalapak occupies the third position in almost all attributes except for usability and security attributes which are the fourth and second position

5.

Lazada occupies the fourth position of all attributes, followed by Blibli who is in fifth position and JD.ID occupies the sixth position of all attributes. So Tokopedia has been well positioned in the minds of

consumers compared to the other five e-commerce brands.