Penerapan Strategi Pemasaran Tokopedia Menggunakan Program Panen Telur

Claudia Alviani; Budi Hartono

doi:10.31328/bmb.v3i2.243

Claudia Alviani Universitas Tidar
Budi Hartono Universitas Tidar

DOI: https://doi.org/10.31328/bmb.v3i2.243

Keywords: Marketing, Giveaway, Customer Review, E-Commerce

Abstract

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.

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