ANALISIS DAYA SAING PASAR ANTARA GROCERY RETAIL ONLINE DAN KONVENSIONAL DALAM PENDEKATAN MARKETING MIX

NOVITA PIPIT INDRIANI, . (2025) ANALISIS DAYA SAING PASAR ANTARA GROCERY RETAIL ONLINE DAN KONVENSIONAL DALAM PENDEKATAN MARKETING MIX. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

NOVITA PIPIT INDRIANI. “Analisis Daya Saing Pasar Antara Grocery Retail Online Dan Konvensional Dalam Pendekatan Marketing Mix”. Skripsi, DKI Jakarta: Program Studi Pemasaran Digital, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta. Tim Pembimbing: Dr. Terrylina Arvinta Monoarfa, SE., MM dan Meta Bara Berutu, SE, MM Perkembangan teknologi informasi telah mengubah pola perilaku konsumen, khususnya dalam hal pemenuhan kebutuhan sehari-hari melalui berbagai saluran distribusi. Penelitian ini bertujuan untuk menganalisis daya saing pasar antara grocery retail online dan retail konvensional berdasarkan elemen marketing mix (product, price, place, promotion, people, process, dan physical evidence). Metode yang digunakan adalah metode kuantitatif deskriptif dengan penyebaran kuesioner kepada 132 responden yang berdomisili di DKI Jakarta. Teknik analisis data yang digunakan meliputi analisis deskriptif dan analisis konjoin. Hasil penelitian menunjukkan bahwa kedua model retail memiliki keunggulan masing-masing pada elemen marketing mix tertentu. Grocery retail online unggul pada aspek promotion dan price, sedangkan retail konvensional unggul pada people, process, dan physical evidence. Namun, beberapa dimensi seperti people dan process pada retail online masih berada di bawah rata-rata, menunjukkan perlunya peningkatan kualitas layanan dan kejelasan proses transaksi. Penelitian ini memberikan wawasan bagi pelaku bisnis untuk merumuskan strategi pemasaran yang efektif dalam menghadapi persaingan antar model retail. kata kunci: daya saing pasar, grocery retail online, retail konvensional, marketing mix, analisis conjoin. ***** NOVITA PIPIT INDRIANI. “An Analysis Of Market Competitiveness Between Online And Conventional Grocery Retail Through A Marketing Mix Approach” Undergraduate Thesis, Jakarta: Digital Marketing Study Program, Faculty of Economic and Business, Universitas Negeri Jakarta. Supervisors: Dr. Terrylina Arvinta Monoarfa, SE., MM dan Meta Bara Berutu, SE, MM The development of information technology has shifted consumer behavior, especially in fulfilling daily needs through various distribution channels. This study aims to analyze market competitiveness between online grocery retail and conventional retail based on the 7P marketing mix elements (product, price, place, promotion, people, process, and physical evidence). A quantitative descriptive method was employed through a questionnaire distributed to 132 respondents residing in Jakarta. Data analysis techniques used include descriptive analysis and conjoint analysis. The results show that each retail model excels in specific marketing mix dimensions. Online grocery retail outperforms in promotion and price, while conventional retail dominates in people, process, and physical evidence. However, dimensions such as people and process in online retail remain below average, indicating the need to improve service quality and transaction clarity. This study provides insights for business practitioners to formulate effective marketing strategies in response to competition between retail models. keywords : market competitiveness, online grocery retail, conventional retail, marketing mix, conjoint analysis.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Terrylina Arvinta Monoarfa, SE., MM ; 2). Meta Bara Berutu, SE, MM
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Novita Pipit Indriani .
Date Deposited:	11 Aug 2025 02:33
Last Modified:	11 Aug 2025 02:33
URI:	http://repository.unj.ac.id/id/eprint/59366

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