Penerapan Strategi Pemasaran Tokopedia Menggunakan Program Panen Telur
Long distance shopping through online media has become a part of modern society's life. Many people do online shopping activities through e-commerce. One of the most popular e-commerce sites in Indonesia is Tokopedia. To attract customers to be interested and more confident in shopping, Tokopedia uses a sponsored product giveaway strategy through the Egg Harvest program. The variables observed in this study are how the giveaway through the Egg Harvest program can increase product sales. The results of reviews from customers who received products through the Harvest Egg giveaway program were compared with reviews of regular customers who did buy the product, then analyzed whether it was true that the giveaway could increase good product reviews so as to convince other potential buyers to make purchases of similar products. It was found that the Harvest Egg giveaway program increased the statistics on the number of products sold and increased the number of reviews so that it was more convincing to potential buyers. However, having a giveaway does not necessarily increase the percentage of positive reviews because customers who receive products from the giveaway still provide honest reviews according to the quality of the products they receive. Therefore, to benefit from very interesting customer reviews through the giveaway program, it must be accompanied by quality products and good service.
Melati, R. S., & Dwijayanti, R. (2020). Pengaruh harga dan Online Customer Review Terhadap Keputusan Pembelian Case Handphone Pada Marketplace Shopee (Studi Pada Mahasiswa Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 8(2), 882–888. https://forms.gle/t44jvKgVK6XAiZwi8.
Nf Mufreni, A. (2016). Pengaruh Desain Produk, Bentuk Kemasan Dan Bahan Kemasan Terhadap Minat Beli Konsumen (Studi Kasus Teh Hijau Serbuk Tocha). Jurnal Ekonomi Manajemen, 2(2), 48–54. http://jurnal.unsil.ac.id/index.php/jem
Putri, L. N. S., & Susilowati, I. H. (2017). Pelaksanaan Promosi Melalui Media Sosial Instagram Pada Toko Zizara Depok. Cakrawala, XVII(2), 226–236. http://ejournal.bsi.ac.id/ejurnal/index.php/cakrawala/article/view/2544/1800
Salmiyah, D., Ali, F., & Si, M. (2015). RESPON KONSUMEN PADA PROGRAM SALES PROMOTION GIVEAWAY ( Studi Kualitatif Pada Melodiary K-Pop Online Shop ) CONSUMER RESPONSE ON SALES PROMOTION PROGRAM GIVEAWAY ( Qualitative Study on Melodiary K-Pop Online Shop ). 2(3), 4107–4115.
Wang, X., Guo, J., Wu, Y., & Liu, N. (2020). Emotion as signal of product quality: Its effect on purchase decision based on online customer reviews. Internet Research, 30(2), 463–485. https://doi.org/10.1108/INTR-09-2018-0415
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.