Perluasan Pasar Produk Anggrek dan Tingkat Kepuasan Konsumen melalui Marketplace Shopee pada Estie’s Orchid

Abstract

Estie’s Orchid melakukan penjualan tanaman hias anggrek secara offline dan online melalui marketplace Shopee, dan belum memanfaatkan Shopee secara optimal. Hal tersebut memberikan peluang bagi perusahaan untuk memperluas pasar melalui marketplace Shopee. Tujuan dari penelitian ini yaitu menganalisis tingkat kepuasan konsumen, strategi perluasan pasar, dan mengkaji kelayakan finansial. Metode yang digunakan yaitu Customer Satisfaction Index, Importance Performance Analysis, bauran pemasaran 4P, STP marketing dan kriteria investasi. Hasil menunjukkan tingkat kepuasan konsumen sebesar 69,16% termasuk kategori “memuaskan”, namun masih terdapat atribut layanan Shopee yang perlu ditingkatkan yaitu informasi produk akurat, memberikan solusi yang cepat, bersikap responsive, pelayanan yang cepat, dan aktif melayani melalui chat Shopee. Secara finansial, usaha dinyatakan layak dengan nilai NPV sebesar Rp Rp760.032.716, IRR sebesar 50%, Net B/C sebesar 4,06, Gross B/C sebesar 1,12, dan Payback Period sebesar 3,79.

Estie's Orchid sells orchid ornamental plants offline and online through the Shopee marketplace, and has not optimally utilized Shopee. This provides an opportunity for the company to expand the market through the Shopee marketplace. The purpose of this study is to analyze the level of customer satisfaction, market expansion strategies, and assess financial feasibility. The methods used are Customer Satisfaction Index, Importance Performance Analysis, 4P marketing mix, STP marketing and investment criteria. The results show that the level of customer satisfaction of 69.16% is in the “satisfactory” category, but there are still Shopee service attributes that need to be improved, namely accurate product information, providing fast solutions, being responsive, fast service, and actively serving through Shopee chat. Financially, the business is declared feasible with an NPV value of Rp760,032,716, IRR of 50%, Net B/C of 4.06, Gross B/C of 1.12, and Payback Period of 3.79.