Indonesia is one of the countries that declared entering the industrial revolution 4.0
era. This is embraced by the rapid development of internet technology in Indonesia.
The retail sectors are also growing up, this is marked by the entry of the era of
commerce 4.0 where the shift in consumer shopping patterns from those
previously making direct transactions to using online store platforms. Along with
the development of e-commerce, there are various platforms for online shopping,
those are led to an increase in the competition of online shopping. In Indonesia,
the common platform customer purchased the product are marketplace, social
media, and website. Marketplace, social media, and Website platforms require
different strategies. Therefore, it is necessary to identify the success factors of
each platform based on customer preferences. The success factors identified can
be used to develop a comprehensive strategy.
Prior to data collection, this study determines the success factors of an online store
platform from previous studies. After that, each of the success factors was grouped
using the concept of electronic service quality. In the next stage, data collection is
carried out on customers of each online shop platform. Calculations are carried out
using the Rank Order Clustering (ROC) method to determine the priority of factors
according to consumers on each platform. Furthermore, strategy formulation is
carried out based on consumer priorities and customer responses on each
platform. The final outcome of the strategy is compared with the opinions of the
practitioners to ensure that the strategies developed are valid.
The results of this study indicate that there are similarities and differences in
consumer preferences for success factors across platforms. The similarity that
arises is that the efficiency factor is the most important factor on the three platforms
tested, namely the marketplace, social media, and the website. From the efficiency
factor, the main priority according to consumers is navigation, information
attributes, and payment methods. The general differences between platform
fulfillment tend to be more important in social media.
One of the general strategy proposals sellers can do is to provide complete product
information, make good use of the features on each platform, and provide a
complete selection of payment methods. The main strategy recommendation in the
marketplace regarding the efficiency dimension is providing complete information
and easy navigation for the customers. In social media, the privacy dimension is
becoming the most important factor, the strategy recommendation is enhancing
the trust of customers by using influencers. In the other hand website platform
recommendation similar with marketplace are construct complete navigation and
construct complete information attribute for customers.