SKRIPSI MBS

ANALISIS KOMPARATIF MARKETING MIX ANTARA SHOPEE DAN TIKTOK SHOP PADA MAHASISWA UIN RADEN MAS SAID SURAKARTA

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ABSTRACT

Tiktok Shop and Shopee are online shopping applications that are popular
with people today. Tiktok Shop, with its social media shopping features, attracts
potential customers quickly even though it is still new. Meanwhile, Shopee is
increasingly popular in Indonesia, with the largest traffic in Indonesia. However,
Tiktok Shop is growing rapidly in Southeast Asia, including Indonesia, with the
value of e-commerce transactions expected to continue to soar. These two platforms
offer a variety of products with competitive prices, promotional strategies, and
distribution throughout the country with various delivery services. In facing
product marketing competition, the marketing mix is important to pay attention to.
This research aims to determine the differences in marketing mix (product,
price, promotion and distribution) between Shopee and Tiktok Shop for UIN Raden
Mas Said Surakarta students. This research uses quantitative methods with a
comparative approach. The sample in this study was 100 respondents who were
calculated using the Yamane formula. Data collection was carried out by
distributing questionnaires. Data analysis used IBM SPSS Statistics 22 software.
The research results show that there are differences in the implementation of the
marketing mix (product, price, promotion and distribution) between Shopee and
Tiktok Shop among students at UIN Raden Mas Said Surakarta. Analysis using the
Paired Sample T-Test produces a significance value (Sig.) of 0.000 (0.000 < 0.05),
indicating that there are differences in products, prices, promotions and
distribution between Shopee and Tiktok Shop. The research results also show that
the total average value (mean) of products, prices, promotions and distribution on
Shopee is higher than Tiktok Shop, thus indicating that Shopee is better than Tiktok
Shop in terms of product marketing mix, price, promotion and distribution.
Keywords: Product, Price, Promotion, Distribution, Shopee, Tiktok Shop

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 TSA a 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 128 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Tsai'un Nur Ziadah

Versi lain/terkait

Lampiran Berkas

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