ringkasan hb vera pujani-09

8/12/2019 Ringkasan Hb Vera Pujani-09

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LAPORAN EKSEKUTIF

PENELITIAN HIBAH BERSAING

Model Penggunaan WebsiteE-Commercedi Indonesia:

Analisa Kualitatif dan Kuantitatif

Ole:

!"# $ERA PU%ANI& SE& MM

ERIBESRA& SE& MM

Su"at Pe"'an'ian Pela(sanaan Hi)a Penelitian Taun Angga"an *++,&

No-o": .*/#a0H#./0PL0HB1PHB0I$0*++2

LEMBAGA PENELITIAN UNI$ERSITAS AN!ALAS PA!ANG

Gedung Rektoral Lantai II Kampus Universitas Andalas Limau Manih, Padang-25!"#elp$%a&' ()*5+ *2!5 -mail. lpua/padang'0asantara'net'id

Sosial
mailto:[email protected]:[email protected]


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No3e-)e" *++2

Model Penggunaan WebsiteE-Commercedi Indonesia :

Analisa Kualitatif dan Kuantitatif .4

1leh

era Pu3ani dan ri4esra 2+

.# PERMASALAH !AN TU%UAN PENELITIAN

engan mengga6u kepada penelitian se4elumn7a 7ang ke4an7akan dilakukan di negara

ma3u dan negara 8arat, penelitian ini akan mengidenti9ikasi tentang bagaimanakah

faktor kualitas dan fitur mempengaruhi penggunaan dan kepuasan pengguna (users)

website ecommerce di Indonesia?'

Kegiatan penelitian ini adalah untuk mem4angun suatu model penggunaan situs

perusahaan e-6ommer6e 7ang e9ekti9 melalui pendekatan kuantitati9' 1leh karena itu,

penelitian ini 4ertu3uan untuk.

' mengetahui 9aktor-9aktor kualitas dan 9itur 7ang mempengaruhi penggunaan

0e4site$situs e-6ommer6e di Indonesia'

2' mengetahui 9aktor-9aktor kualitas dan 9itur 7ang mempengaruhi kepuasan pengguna

0e4site e-6ommer6e di Indonesia'

*# INO$ASI IPTEKS

Perkem4angan teknologi internet di Indonesia sudah semakin ma3u, ini ter4ukti

deningkatn7a 3umlah pengguna internet men6apai 2) 3uta orang (Internet :orld ;tats,

2))*+ dan 3umlah domain meningkat dari ,*< pada tahun


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+ Penelitian ini di4ia7ai oleh ?i4ah 8ersaing tahun anggaran 2))=-2))


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Penelitian ini telah meli4atkan = orang mahasis0a dalam penulisan tugas akhir

(skripsi+, 7aitu " orang universitas Andalas, 2 orang dari Mataram dan " orang dari

Mer6u 8uana >akarta'

6# PUBLIKASI ILMIAH

a' ;e3umlah pu4likasi dari tim peneliti ditampilkan pada halaman Lampiran '

4' @ontoh pu4likasi disertakan di Lampiran 2'

6' ari hasil kegiatan penelitian tahun I, se4uah paper akan dipresentasikan dan di

pu4likasikan di International @on9eren6e on 1perations and ;uppl7 @hain

Management,


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LAMPIRAN .# PUBLIKASI ILMIAH

' Pu3ani, ' 2))*, imension o9 -@ommer6e :e4site ;u66ess A Literatur ;urve7,

urnal !isnis " #ana$emen%%-UA, ol'"(2+, hal' !"-*!'

2' Meutia, dan Pu3ani, ' 2))*, AdopsiAutomated &eller #achine(A#M+ denganPendekatan &echnology Acceptance #odel(#AM+ ;tudi pada Basa4ah Per4ankan

Kota Padang,urnal !isnis " #ana$emen%%-UA, ol'"(2+, , hal' )2-)'

"' Pu3ani, ' 2))*, #he use o9 the -6ommer6e :e4sites among Indonesian ;Ms. A

Response Anal7sis,ournal !isnis " #ana$emen% '(-)*A*D, ol'" (+, hal' 2-2une "-5, @hina, pp'*!2-*!*'

*' Pu3ani, ' 2))5, #he e99e6tive 0e4site 9or e-6ommer6e a6tivities in ;M environment,

ournal !isnis dan #ana$emen% '(-)*A*D, ol' (+, hal' "2-'

5


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#he 9ollo0ing se6tions are organiHed as 9ollo0s presents the 4a6kground o9 the 0e4site and then it 0ill 4e

9ollo0ed 47 the 6on6eptual 9rame0ork o9 0e4site su66ess 9a6tors' %inall7, this arti6le is ended 47 the6on6lusion o9 this literature surve7'

II# BA7KGROUN!

*#.# 8e)site fo" E17o--e"=e

#he 0e4site is an e-6ommer6e tool in operating a 674er 4usiness' #he terms used 9or a 0e4site su6h as

homepage, h7perlink, image map, 0e4 4ro0ser, 0e4page, or 000 (:orld :ide :e4+ are o9ten

inter6hangea4le (EAngelo D Littlees

#he 6lassi9i6ations o9 0e4site appli6ations have also 4een identi9ied in the literature' a6h 6lassi9i6ationlooks at di99erent aspe6ts o9 0e4sites 4ased on. technical sophistication (;6harl, Ge4auer D 8auer 2))+,

web de2elopment(?ol6k 2))"+, commercial sites(?sieh D Lin


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(2+ &hemarketing perspecti2es9or the development o9 0e4sites are a 0e4 in9ormation s7stem used asa trans9er o9 messages and to give ans0ers to 6ustomers

("+ &he 6ommunication perspecti2e9or the development o9 0e4sites is a 0e4 in9ormation s7stemused 9or 6ommuni6ation 4et0een di99erent users and the 6omputer-4ased s7stem involving one-

0a7 (as7mmetri6al+ and t0o-0a7 (s7mmetri6al+ 6ommuni6ation (?ol6k 2))"+'6+' Ra7mond (2))+ divided website implementationinto three 6ategories. in9ormational, transa6tional and

strategi6 implementations' #he in+ormational implementation re9erred to e&6hange o9 in9ormationtransactional implementation supported 6ommer6ial transa6tions and strategic implementation

6onsidered the 6ompetitive advantage and market development through tele6ommuni6ation net0orkslinking 4usiness partners' Kae9er and 8endol7 (2))+ added that strategic and in+ormational

implementations 9o6used on 6ompetitiveness, Fualit7 and a66ess issues, 0hile transactionalimplementation 9o6used on the tangi4le issues o9 6ost redu6tion'

d+' 8ased on+acilitation o+ websites, ;and7 and 8urgess (2))"+ 6lassi9ied 0e4sites into 9our levels.

(+ electronic brochure% the 0e4site 6ontains in9ormation a4out the 4usiness and produ6ts(2+ electronic brochure 8 order% 0e4sites 0hi6h use ele6troni6 4ro6hure and ordering 9a6ilities

("+electronic brochure 8 order 8 payment the 0e4site uses ele6troni6 4ro6hure, order and pa7ment

9a6ilities(+ interacti2e publishing the 0e4site presents as a 9ull7 intera6tive site 0hi6h in6ludes dire6t goods

do0nloads, personalisation or gathering personal data, and 9reFuent pur6haser in6entives'

e+' 8ased on commercial purposes, ?sieh and Lin ("esen=e

%lat Page 6ount Image

lois6ountpage

ete&t volumandlo0is

6ountPage

linksinternalo9Bum4er

In9ormationhiis

6ountpage

ete&t volumandhighis

6ountPage

linksinternalo9Bum4er

7ontent

%ee-8asedhighia

ordering9orprodu6tso9Bum4er

produ6tsledo0nloada4o9Bum4er

;ponsoredhighis

6ountPage

entsadvertisem0ithpageso9Bum4er

;ear6ha4le data4asehighis

6ountPage

6ontentsponsoredo9pagesogBum4er

In=enti3e site

highis6ountPage

linkse&ternalo9Bum4er

Sea"= agent Bum4er o9 e&ternal links approa6hes N 8road6ast ele6troni6 Bum4er o9 video 6lips is high and$or num4er o9 audio 6lips is high

=


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in9ormation servi6e (I;+

Source. Jeung and Lu (2)), p' =!+

g+' Lastl7, #eo and Pian (2))+ di99erentiated the 9ive website adoption le2els6

(+ Level ). #here is no website, onl7 an e-mail a66ount(2+ Level . eb presence0hile the implementation is still in pro6ess

("+ Level 2.Prospecting0hi6h provides produ6t in9ormation, ne0s, events, intera6tive6ontent, personalised 6ontent, e-mail support, and others

(+ Level ".!usiness integration0hi6h has 6ross-9un6tional links 4et0een 6ustomers

and suppliers

(5+ Level .!usiness trans+ormation0hi6h has a high level o9 0e4 adoption'

A66ording to these 6lassi9i6ations, this stud7 involved all 6ommer6ial 0e4sites 0hi6h allo0 6ustomers andusers to 4u7 6ertain produ6ts and servi6es via a 0e4site (on-line+ and to 6ommuni6ate on-line to a 6ompan7Es

0e4site in relation to the produ6ts o99ered on the site' :e4sites that do not have 6ommer6ial 6onta6t 0ithusers or 6ustomers and do not sell an7 produ6t or servi6e 0ere not involvedin this resear6h'

III# !IMENSION OF SU77ESS 7ON7EPTS

#he rapid development o9 in9ormation te6hnolog7 during the past hal9 6entur7 has not 4een 9ollo0ed 47

su66ess9ul implementation (Lim

multiple o43e6tives o9 in9ormation s7stems strategi6 planning in a d7nami6 environment (Garrit7 D ;andress


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(2)))+ provided a 2-dimension eb9ual4ased on 4oth in9ormation s7stems and marketing resear6h' #heLoia6onoEs eb9ual0as repli6ated 47 a 9e0 0e4 resear6hers (Kim D ;toel 2)) Krauss 2))" #sikriktsis

2))2+' #he 6on6epts o9 these t0o eb9ual tools (8arnes D idgen 2))) Loia6ono, :atson D Goodhue2)))+, have 4een adopted to measure 0e4site Fualit7 9or this resear6h'

Ta)le# *# !i-ension of ts

Ite-s !es="i>tions Sou"=es

?ualit; &isting attri4utes in the 6ompan7Es 0e4sites to

support the Fualit7 o9 0e4 s7stems, in9ormationand servi6es'

Lee, Katerattanakul D ?ong

(2))5+ Kim D ;toel (2))+8arnes D idgen (2))"+Begash, R7an D Ig4aria(2))"+'

T"ust Institutional-4ased trust' Attri4utes that e&ist inthe 6ompan7Es 0e4site to generate 6onsumerEs

trust'

?ei3den, D erhagen (2))+8a D Pavlou (2))2+

#sikriktsis (2))2+ Liu DArnett 2))) Lee,

Katerattanakul D ?ong (2))5+'

Use A6tual visits to 0e4site and the nature o9 use eLone D M6Leon (2))" D

2))+ ?osman D Bovak(Kung (


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line transa6tions (Kim and ;toel 2)) 8a, :hinston D hang 2))2+ and gaining pu4li6 trust is a ke7 to thesu66ess o9 the ne0 marketpla6e (;6hon4erg et al' 2))), p' 5+' ?o0ever to 4uild on-line trust is a

9ormida4le task, 4e6ause trust is a 6omple& and a4stra6t 6on6ept, it is di99i6ult to de9ine and to identi97 theelements that 6onstru6t itE (:ang D murian 2)), pp' 2-"+' #he indi6ator o9 trust 6on6epts 6an 4e seen in

#a4le '

Ta)le 5# Indi=ato"s of "e3ious studies

No Indi=ato"s !es="i>tions Refe"en=es

' Bavigation *a2igationallo0s users to a6Fuiremore o9 the in9ormation, havinggood te&t links and navigation

me6hanisms

A4el, :hite D ?ahn e996oate D

@happell 2))2 Kim, ;ha0 D ;6hneider 2))"' Responsiveness A4ilit7 o9 the 0e4site to response

0hat the user 0ant (speed7+8ansal et al' 2)) Kim, ;ha0 D ;6hneider2))" Molla DLi6ker 2)) Begash, R7an DIg4aria 2))2 ;h6higlik D 8arner 2)) ;hih

2)) #sikriktsis 2))2 eithaml,Parasuraman, Malhotra 2))2

2' Post-pur6hase

servi6e

Availa4ilit7 o9 the a9ter sale servi6e

via 0e4sites

8ansal et al' 2)) %eindt, >e996oate D

@happell 2))2 #orkHadeh D hillon 2))2

"' ;hipping Availa4ilit7 o9 deliver7 programs 8ansal et al' 2)) Jang et al' 2))"

Source6 developed 9or this stud7

5#5# 8e)site Use

#he 6onstru6t o9 usehas also 4een applied in a num4er o9 studies as a main measure o9 the model o9 0e4sitesu66ess' :e4site use is de9ined as ever7thing involved in a visit to a 0e4site, to navigation 0ithin the site, to

in9ormation retrieval, to e&e6ution o9 a transa6tionE (eLone D M6Lean 2))", p' 25+' #hese 9a6tors are


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represented as the nature o9 the use, navigational pattern, num4er o9 site visits, and num4er o9 transa6tionse&e6uted'

Man7 studies have de9ined 0e4site uses 9rom di99erent perspe6tives, 9or instan6e. daily hit-rate(holakia D

Rego 2))+, number o+ 2isits (Kara7anni D 8altas 2))"+, web-usage analysis(;piliopoulou et al' 2))"+,sessions (@hen "e3ious studies

No

#

Indi=ato"s !es="i>tions Refe"en=es

' User authenti6ation #he 0e4site ena4les to identi97their users using various useridenti9i6ations'

?eid3en D erhagen 2)) Loia6ono,:atson D Goodhue 2))) ;h6higlik D8arner 2)) Lee, Katerattanakul, D ?ong

2))5 ;hih 2))

2' ;e6ure transa6tion #he 0e4site promises to give

the se6ure transa6tion

?amilton,


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!' @ondu6ting on-line

marketing

Marketing a6tivities 0hi6h are

6ondu6ted via 0e4sites

eLone D M6Lean 2)), P9lughoe9t, et

al', 2))"

*' @ondu6ting on-line

orders

1rdering produ6ts 47 the 0e4site

o0ner to suppliers via 0e4site


al', 2))"

=' @ondu6t on-line

pa7ment

Bum4ers o9 pa7ment a6tivities 47

the 0e4site o0ners via 0e4sites


al', 2))"

"e3ious studies

No

#

Fa=to" !es="i>tions Refe"en=es

' Repeat visits isiting the 0e4site 9reFuentl7 8ansal et al' 2)) eLone D M6Lean

2)) Kuan, 8o6k D athanophas 2))5

Lii, Lim D#seng 2)) 1to, Ba3da0i D@aro, 2)))'

2' Repeat orders 1rdering the produ6t o99ered via0e4sites 9reFuentl7

8ansal et al' 2)) eLone D M6Lean2))

"' @omplaining o9

s7stem pro4lems

Posting the pro4lem related to

0e4site s7stems

>anda, #ro6hia D G0inner 2))2

' @omplaining o9

in9ormation pro4lems


0e4site 6ontents

>anda, #ro6hia, D G0inner 2))2

5' @omplaining o9

servi6e pro4lems


0e4site servi6es

>anda #ro6hia D G0inner 2))2

!' 1verall satis9a6tion Generall7, 0e4site users are satis9ied

enough using the 0e4site

Mu7lle, Moenaert D espontin 2))

Begash, R7an D Ig4aria 2))"

Source6 developed 9or this stud7

5#/ O"ganisational Benefits

"


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#o ensure the su66ess o9 in9ormation te6hnolog7$in9ormation s7stems planning, e-6ommer6e 0e4sites need a6lose alignment o9 in9ormation s7stems strategies and 4usiness strategies (;egar D Grover "e3ious studies

No# Indi=ato"s !es="i>tions Refe"en=es

' Market share In6reasing the position theirprodu6t in the market

eLone D M6Lean 2)) #eo D #oo2)))

2' ;ales$6li6k-to-4u7 ratio In6reasing 6ompan7Es revenuesthrough the 6ompan7 0e4site

eLone D M6Lean 2)) Kara7anni D8alttas 2))" Lii, Lim, D #seng 2))Masurel 2)) 1EKee9e, 1E@onnor D

Kung,


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@hen, P' ' D Little, ;' ' Garrit7 and G'L'

;anders,pp' -2'Gelderman, M', une 2))'?aag, ;', @ummings, M', D a0kins, >'


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Kuan, ?'?', 8o6k, G-:' D athanophas, ' 2))5, @omparing the e99e6ts o9 usa4ilit7 on 6ustomer6onversion and retention at e-6ommer6e 0e4sitesE, Proceeding o+ the ;@th =awaii nternational

on+erence on System Sciences, I'Lee, >G', D Park, >>' 2)), @onseFuen6es o9 6ommer6ial 0e4 presen6e. An e&plorator7 stud7 o9 Korean

4usiness adopters o9 0e4 sites, A(# on+erence Paper, August 5-=, Q1nline, Availa4le.http.$$list'msu'edu$6gi-4in$0aA2ind))

ele6troni6 6ommer6eE,n+ormation " #anagement, vol' "=, pp'2"-""'

Liu, @, D Arnett, K' P', 2))2, An e&amination o9 Priva67 poli6ies in %ortune 5)) 0e4 sitesE, #id-American

ournal o+ !usiness, vol'*(+, pp'"-2'

Loia6ono, ', :atson, R', D Goodhue, ', 2))2, :e4Oual revisited. predi6ting the intent to reuse a 0e4

siteE,Proceeding o+ @thAmericans on+erence on n+ormation Systems, pp' ")-")', 2))2, #anagement in+ormation systems6 managing in+ormation technology in the business

enterprise, M6Gra0-?ill, U;A'1EKee9e, 1E@onnor D Kung


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;era9eimidis, ',

hang, P', D ran, GMv' 2))), ;atis9iers and dissatis9ies. a t0o-9a6tor model 9or 0e4site design andevaluationE,ournal o+ the American, Society +or n+ormation Science, vol' 5(+, pp' 25"-2!='

hang, Keeling, D Pavur


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LAMPIRAN 5: PAPER ANG AKAN !I PUBLIKASIKAN

THE USE OF ELE7TRONI7 7OMMER7E 8EBSITES IN IN!ONESIA: A

MANAGERIAL PERSPE7TI$E

.4

$e"a Pu'ani

epartment o9 Management, 6onomi6s %a6ult7, Andalas Universit7,

Padang, 25!", Indonesia, e-mail.verapu3ani/7ahoo'6o'id

E"i Bes"a

epartment o9 Management, 6onomi6s %a6ult7, Andalas Universit7,

Padang, 25!", Indonesia, e-mail. eriX4esra/7ahoo'6o'id

S;af"ial&

epartment o9 Management, 6onomi6s %a6ult7, Andalas Universit7,Padang, 25!", Indonesia, e-mail.s7a9riHala3o/7ahoo'6om

ABSTRA7T

#he purpose o9 this paper is to investigate 9a6tors in9luen6ing the usage o9 the e-

6ommer6e 0e4site in Indonesia' #he use o9 the internet has a signi9i6ant impa6t

on 4usiness a6tivities a6ross 6ountries' Indonesian 9irms 6ould not sta7 a0a7 9or

using this te6hnolog7 in parti6ular, solving the geographi6al pro4lem 9or

islanded 6ountries likes Indonesia' #his stud7 undertakes a investigation

emplo7ing e&plorator7 resear6h 0ith Fualitative approa6h 4ased on managerial

pespe6tives' #he sno04all te6hniFue sampling, in-depth intervie0 and online

6hatting 0ith Indonesian e6ommer6e 0e4sites are presented' #he data is

anal7Hed using trans6riptions to 4uild the theme and 9inal7 6oding 6onstru6t

9ormed' #his resear6h sho0s that to operate e6ommer6e 0e4sites in Indonesia,

the 6ompanies should 6onsider 9a6tors in6luding Fualit7, 9eature, use and usersatis9a6tion' A66ording to the results, a simple 0e4site using up-grade

in9romation and e&6ellent servi6es are more re6ommended' %eatures provided

0ithin 0e4sites should 4e a4le to guide users 4ro0sing 0ithin 0e4sites' #he user

e&perin6e during sur9ing 0ithin e6ommer6e 0e4site also must 4e kept user

satis9a6tion 0ithout an7 6omplaints' %inal7, this stud7 is a4le to give a initial

pi6ture o9 the e6ommer6e 0e4site operation in Indonesia, in the 9uture, the

empiri6al stud7 o9 e6ommer6e 0e4site are re6ommended to 4e investigated'

Ke;


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sophisti6ated in9ormation te6hnolog7 (I#+ in9rastru6tures, la6k o9 9inan6ial support, the

limitations o9 edu6ational levels and nglish language 6apa4ilities are identi9ied as ma3or

pro4lems in Indonesia (Pim6hangthong et al' 2))" Rahar3o .

In Indonesia, the total num4er o9 Indonesian internet domains has gro0n 9rom

,*< in


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e&periential and goal-dire6ted 4ehavioursE 0hi6h re9ers to e&trinsi6 and intrinsi6

motivation'

*#* Te Use of 8e)site E=o--e"=e

A seminal stud7 47 eLone and M6Lean (2))", 2))+ is as the 9undamental

9rame0ork to identi97 the model o9 0e4site su66ess emplo7ing a multidimensional6onstru6t and 6om4ining te6hnologi6al, 4ehaviour and organisational perspe6tives in this

stud7' #here are the 0e4site Fualit7, 9eatures, use and user satis9a6tion' ebsite 5ualityis

seen as a ne6essar7 measure 9or su66ess, 0hen assessing and evaluating 0e4site used' #0o

valid instruments to measure 0e4site Fualit7 have 4een generated' eLone D M6LeanEs

studies (2))", 2))+ 9ound Fualit7 to 4e a measure o9 su66ess 9or e-6ommer6e' #he7

o99ered three t7pes o9 Fualit7, system, in+ormation and ser2ices.System 5uality re9ers to

ho0 good the s7stem is in terms o9 its operational 6hara6teristi6s (>enne& et al'

'eatureshave 4een identi9ied as 9a6tors in the su66ess o9 0e4site uses (8u67 et'al'


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2' Personalit7 SPersonaliHation o9 6ompan7Es 0e4site ma7 4e applied as a ne0 0a7 to solve the

trust0orth7 pro4lems espe6iall7 to0ard the personal data o9 0e4site usersT

S@ustomiHation o9 6ompan7Es 0e4site ma7 4e o99ered to potential 6ustomers

espe6iall7 related to 9ul9ill 0hat the7 0ant a4out our produ6tsT

"' ;peed SLoading time is 6ru6ial reFuirement 47 all 0e4site operatedT' ;u6h users have a

time pro4lem doing sur9ing 0ithin 0e4 page, that the7 are immediatel7 move toanother similar 0e4sites' It means, 0e 0ould 4e let a ne0 potential 6ustomer

passed'

S?aving a link 0ith several sear6h engines or another e6ommer6e 0e4sites are a

good de6ision to promote 6ompan7 0e4sites to 674er marketT'

S@ompleted navigation 9eatures are the signi9i6ant reFuirement to drive 0e4 users

sur9ing 0ithin our 0e4 pagesT'

' ntertai

ment SMultimedia provided o9 e6ommer6e 0e4sites is a essential tool to make users 4e

more 6om9orta4le during 4ro0sing 0ithin our 0e4sitesT'

5' I@#

supports SMa3orit7 o9 0e4 users is ver7 need a good net0ork Fualit7 during having the

internet 6onne6tionT'

Sle6tri6it7 po0er is also a 6ru6ial thing sin6e in Indonesia at the present havingele6tri6it7 6risis is 4e a4le to postpone 4ro0sing pro6ess in 9e0 hoursT'

Source6 De2eloped by this research

4' n+ormation 5uality6 the resear6h 9ound that in9ormation provided 0ithin 0e4 pages

should 6onsist o9 6ompleted in9ormation 0hi6h is trusted as 9ollo0s in #a4le 2'

Ta)le *# !i-ension of info"-ation Cualit;

No# !i-ension !es="i>tion

'@ompleteveness

S#he 6ompleteveness o9 the in9ormation is a desira4le reFuirement 47 0e4

4ro0sersT'

2' Up-to date S#he latest in9ormation is also a important needs 0hen users 4ro0se 0ithinour 0e4sitesT'

"' Relia4ilit7 SRelia4ilit7 is related to relia4le in9ormation 0ithin our 0e4sitesT'

'A66ura67

S:e are ver7 6on6ern related to a66ura67 persenting the truth9ulness o9 0e4

6ontents 9or the in9ormation provided our 0e4siteT'

5'Priva67

S :e keep 6ustomerEs sa9el7 using a good prote6tion tool'


6' Ser2ice 5uality% the resear6h result sho0n that 6ompan7Es 0e4sites should make

some 6onsiderations in term o9 their 0e4site are a66essed 47 a large num4er o9 0e4

6ustomers, as seen in #a4le ".

Ta)le 5# 7onst"u=ts and di-ension of se"3i=e Cualit;

No# 7onst"u=t !i-ension

' Responsiveness SRapid response 9rom 0e4 administrator to 9ul9ill user reFuiresT'

S:e4site should 4e a4le to provide a online servi6e 2$* hoursT

2' eliver7 S@on9irm and 6ontrol o9 deliver7 pro6edures are reFuired S

S#he 6hoi6e o9 the alternative deliver7 should 4e availa4leT'

S%ree-lo6al deliver7 shuld 4e o99ered sin6e it is organiHed 47 the

o0n 6ompan7T'

S#he 6ompan7 should provide a deliver7 insuran6eT'"' ;pe6ial

treatment S%ree sample 9or 828 6ustomers should 4e providedT

S199ering produ6t having uniFue or spe6ial goodsT'

2"


24/27

' Pleasant S@om9orta4le 9eeling during sur9ing 0ithin 6ommer6e 0e4site

should 4e put in the main 6onsiderationT'


As detailed in a4ove results, the Fualit7 0e4site is identi9ied as s7stem, in9ormation

and servi6e Fualities' ;7stem Fualit7 re9ers to a 0e4site 0hi6h is ease to use, personal6on6erns, speed7, entertain, and using proper I@# 9a6ilities' In the meantime, in9ormation

Fualit7 re9ers a 0e4site 0hi6h is 6on6erned a4out via4ilit7 and trust9ulness' #hus, servi6e

Fualit7 re9ers to ho0 to a 0e4site is a4le to response user reFuired, arrange deliver7, treat

6ustomers as a spe6ial person and make a pleasant e&perien6e 0ithin an e6ommer6e

0e4site'

6#*# 8e)site Featu"e

Regarding to the 9eature provided o9 6ompan7Es 0e4sites, this stud7 identi9ied that

the 9eature should 6onsidere 9eature provided 4ased on the 9un6tion, using 6ertain 6on6ept,

having d7nami6 6hanges and 6on6ern a4out signi9i6antl7' #his results sho0n in #a4le as

9ollo0s'

Ta)el 6# 7onst"u=t dan !i-ension of 8e)site Featu"e


' %un6tion S%eatures in 0e4site are provided 4ased on its 9un6tions, as

navigation tools to 4ro0se 0ithin 0e4siteT

S%eature provided are as a ne0sletter and in9ormation delever7 to 0e4

visitorsT

2' @on6ept S:e4site 9eature must 6ontain a 6ertain 6on6ept in their operations in

parti6ular 9or spe6ial moment su6h as Sindependen da7, 9asting

monthT

Sesign 9eature should 4e a4le to attra6t visitors sur9ing 0ithin the6ompan7 0e4siteT

"' @hanges S%eature provided should 4e 6hanged in 6ertain periodsT

S%eature provided should 4e in line 0ith market$6ustomer reFuests

using Up-to-date 9eaturesT

' ;igni9i6antl

7 SMa3orit7 o9 9eature provided in Indonesian 0e4sites does not have to

emplo7 ele6troni6 pa7ment (e-pa7ment+T

SMa3orit7 o9 9eature provided in Indonesian 0e4sites have to emplo7

the 6onta6t adress 9or instan6es telephone num4er, email, 7ahoo

messengers and othersT'


6#5# Use" Satisfa=tion

#he results o9 this stud7 sho0n that user satis9a6tion 6ould 4e measured 4ased on

6omplaint a66epted (>anda, #ro6hia, D G0inner, 2))2+ related to 0e4site s7stem,

in9ormation, servi6e, 9eature provided and others in line 0ith 0e4site operations'

#here9ore, 6ompan7 0e4site 6ould redu6e user 6omplaints through the identi9i6ation o9

6omplaint dimensions' A66ordingl7, the e&tend o9 user 6omplaints a66epted 6ould 4e

emplo7ed measuring user satis9a6tion o9 0e4site e&perien6es as 9ollo0s #a4le 5'

Ta)le @# !i-ensions use" satisfa=tion D=o->laint4 of e=o--e"=e


25/27

2'

mplo7er

Sto 4e a4le to deliver a good servi6es using man7 kinds o9 trainingT'

SRapid 9eed 4a6ks o9 the 0e4site administrator on user 6omplaints related to

0e4site operationsT'

"' %a6ilities S6omplaints related to 0e4site 9a6ilities likes deliver7 pro6essT'

' Produ6t Suser$6ustomer 6omplaint a4out our produ6t S

5' ntire Indi6ate the 0hole user satis9a6tion o9 the 0e4site operation


6#6# 8e)site Uses

#he implementation o9 e6ommer6e 0e4site is essential 6on6erns in operating

e99e6tivell7' #he use o9 6ompan7Es 0e4sites ma7 operate a proper strateg7 to ensure the

su66ess o9 the 0e4site operation' #he results o9 the stud7 sho0n some indi6ations o9 the

long range (strategi6+ and short range (operational+ poli6ies' In detail, the dimension o9 the

0e4site operation is seen in #a4le !'

Ta)le /# 7onst"u=t and !i-ension te St"ateg; of 8e)site O>e"ations


'

;trategi6 Poli6ies

S0e should determine the t7pe and 9un6tion o9 our 0e4site

operationT

generate the 0e4site o43e6tives

provide the 0e4site as a 6ompan7 pro9il

a66ount the hosting 6osts

a66ount pro9it margin

2'

1perationalPoli6ies

settle a 6onstru6tive 6on6ept on the 0e4site operation

the intense role o9 the 0e4site designer

in6rease the ratio o9 online and o99line 6ustomers

reasona4le revenues o9 0e4site use (828 $ 82@+

:ho is the target (users$6ustomers+

Is Pri6e ;trateg7 signi9i6ant


As in #a4le !, there are the strategi6 and operational poli67 0hi6h des6ri4e to0ard

the appropriate approa6h in managing e6ommer6e 0e4site in Indonesia' In strategi6

poli6ies, having 0e4sites should 4e supported 47 the proper t7pe and 9un6tion o9 its

0e4sites to generate the 6lear o43e6tive' In addition, e6ommer6e 0e4site should 4e

9a6ilitated 47 in9oemarive 6ompan7Es pro9ile, using reasona4le 6osts and pro9it margin'

Mean0hile, in operational poli6ies, e6ommer6e 0e4sites should 4e managed using a6onstru6tive 6on6ept, 47 the intense 0e4 designer to in6rease ratio o9 online$o99line

6ustomers and estimating 0e4site revenues emplo7ing the 6ompetitive pri6e'

6#@# O)sta=les of 8e)site O>e"ations

In Indonesia, 4ased on results o9 this stud7 9ound that main o4sta6le in operating

e6ommer6e 0e4site namel7 resour6es, management, pri6e poli67 and 6ustomer 4ehaviors'

In #a4le *, it seen numerous the o4sta6le 0hi6h are 9a6ed 47 indonesian 0e4site in

transa6ting via internet'

Ta)le # 7onst"u=t dan !i-ension O)sta=les of E=o--e"=e 8e)sites


25


26/27

'

Resour6es

;killed people availa4le

Internet ;ervi6e providers

I@# In9rastru6tures

2'Management

Unserious management

Mislaid Management 9o6us

"'Pri6e Poli67

Un6lear pri6e poli67

Pri6e 6ompetition

'

@ustomer 8ehaviour

?a44its in @ustomer shooping

Resistan6e to 6hange shopping

4ehviours


As seen in #a4le *, 9our o4sta6les 9a6ed 47 e6ommer6e 0e4site in Indonesia are

presented' In line 0ith resour6es, the la6k availa4ilit7 o9 the skilled people, servi6e

providers and I@# in9rastru6ture are as main pro4lems' #hus, the o4sta6le o9 internal

organiHation involve managerial aspe6ts, and 9rom e&ternal aspe6ts involve un9air pri6e

poli67 and unresponsive 6ustomer 4ehaviours' As a result, these o4sta6les 0ould impedethe gro0th o9 0e4sites implementation in Indonesia'

@# 7ON7LUSION

In 4rie9, this stud7 undertakes a investigation to0ard the implementation o9

e6ommer6e 0e4sites in Indonesia emplo7ing e&plorator7 resear6h 0ith Fualitative

approa6h 4ased on managerial pespe6tives' In this resear6h sho0s that to operate

e6ommer6e 0e4sites in Indonesia, the 6ompanies should 6onsider 9a6tors in6luding Fualit7,

9eature, use, user satis9a6tion 6on6ern 0ith the o4sta6led operations' A66ording to the

results, a simple 0e4site using up-grade in9romation and e&6ellent servi6es are more

re6ommended' %eatures provided 0ithin 0e4sites should 4e a4le to guide users 4ro0sing

0ithin 0e4sites' #he user e&perin6e during sur9ing 0ithin e6ommer6e 0e4site also must 4e

kept to sta7 satis9ied 0ithout 6omplaints generated' %inal7, this stud7 is a4le to give a

initial pi6ture o9 the e6ommer6e 0e4site operation in Indonesia, in the 9uture, the empiri6al

stud7 o9 e6ommer6e 0e4site are re6ommended to 4e investigated'

/# REFFEREN7ESAPIP. Asia-Pa6i9i6 evelopment In9ormation Program, 2))5, & Pro+ile ndonesia4 Q1nline,

Availa4le. http.$$000'apdip'net$pro3e6ts$dig-rev$in9o$indonesia, A66essed ! ;eptem4er

2))5'

AP>II, Assosiasi Pen7edia >asa Internet Internet, 2))5, ;tatisti6 AP>II, availa4le . 000'ap3ii'org,

a66es 2* Mar6h 2))!'Asia %oundation, #he, 2))2, ;Ms and e-6ommer6e, Q1nline, Availa4le.

http.$$000'asia9oundation'org$pd9$;Msurve7XIndo'pd9E, A66essed 2) Bov 2))

8u67, 'P', et' al'


27/27

Isman, M', environments,n+ormation :esources #anagement ournal, anda, ;', #ro6hia, P', D G0inner, K', 2))2, @onsumer per6eptions o9 internet retail servi6e

Fualit7,nternational ournal o+ Ser2ice ndustry #anagement,"(5+, 2-"'

>enne&, M', et' al' >' 2)), @onseFuen6es o9 6ommer6ial 0e4 presen6e. An e&plorator7 stud7 o9

Korean 4usiness adopters o9 0e4 sites,A(# on+erence Paper, August 5-=, Q1nline,

Availa4le. http.$$list'msu'edu$6gi-4in$0aA2ind))

Palmer, >':' 2))2, :e4 site usa4ilit7, design and per9orman6e metri6sE, n+ormation Systems

:esearch,"(2+, 5-!*'

Pim6hangthong, ', Plaisent, M', D 8ernard, P' 2))", Ke7 issues in in9ormation s7stems

management. a 6omparative stud7 o9 a6ademi6s and pra6titioners in #hailandE, ournalo+ Blobal n+ormation &echnology management, !(+, 2*-'

Rahar3o, 8'

ringkasan hb vera pujani-09

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