ANALISIS DAYA SAING PASAR ANTARA GROCERY RETAIL ONLINE DAN KONVENSIONAL DALAM KONSEP MARKETING MIX

Abstract

          Perkembangan teknologi informasi telah mengubah pola perilaku konsumen, khususnya dalam hal pemenuhan kebutuhan sehari-hari melalui berbagai saluran distribusi. Penelitian ini bertujuan untuk menganalisis daya saing pasar antara grocery retail online dan retail konvensional berdasarkan elemen marketing mix (product, price, place, promotion, people, process, dan physical evidence). Metode yang digunakan adalah metode kuantitatif deskriptif dengan penyebaran kuesioner kepada 132 responden yang berdomisili di DKI Jakarta. Teknik analisis data yang digunakan meliputi analisis deskriptif dan conjoint analysis. Hasil penelitian menunjukkan bahwa kedua model retail memiliki keunggulan masing-masing pada elemen marketing mix tertentu. Grocery retail online unggul pada aspek promotion dan price, sedangkan retail konvensional unggul pada people, process, dan physical evidence. Namun, beberapa dimensi seperti people dan process pada retail online masih berada di bawah rata-rata, menunjukkan perlunya peningkatan kualitas layanan dan kejelasan proses transaksi. Penelitian ini memberikan wawasan bagi pelaku bisnis untuk merumuskan strategi pemasaran yang efektif dalam menghadapi persaingan antar model retail.

          The development of information technology has shifted consumer behavior, especially in fulfilling daily needs through various distribution channels. This study aims to analyze market competitiveness between online grocery retail and conventional retail based on the 7P marketing mix elements (product, price, place, promotion, people, process, and physical evidence). A quantitative descriptive method was employed through a questionnaire distributed to 132 respondents residing in Jakarta. Data analysis techniques used include descriptive analysis and conjoint analysis. The results show that each retail model excels in specific marketing mix dimensions. Online grocery retail outperforms in promotion and price, while conventional retail dominates in people, process, and physical evidence. However, dimensions such as people and process in online retail remain below average, indicating the need to improve service quality and transaction clarity. This study provides insights for business practitioners to formulate effective marketing strategies in response to competition between retail models.