Penerapan Konsep Department Store Guna Meningkatkan Eksistensinya Didalam Menghadapi Pesatnya Pertumbuhan Online Store

Setiawan, Adi Dharma (2021) Penerapan Konsep Department Store Guna Meningkatkan Eksistensinya Didalam Menghadapi Pesatnya Pertumbuhan Online Store. S2 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini dilakukan untuk memberikan alternatif konsep desain Department Store (offline store) atas kondisi merosotnya penjualan yang diduga kuat akibat pesatnya pertumbuhan bisnis online store. Kondisi ini mempengaruhi lapangan pekerjaan bagi ratusan karyawan. Metode penelitian melalui pendekatan masalah mempergunakan metode kualitatif berupa study literatur, metode survei, wawancara dan kuesioner serta metode eksploratif dengan meneliti hubungan sebab akibat dari suatu kondisi guna ditemukannya kemungkinan baru yang dapat dijadikan indikator dalam proses riset. Penelitian terbatas pada Centro Department Store yang berada di Bintaro Jaya Exchange, Bintaro-Tangerang Selatan melaui visit lokasi maupun wawancara kepada store manager maupun Regional Manager mengenai penjualan mereka dan kepada khalayak dari berbagai usia dan pendapatan guna mengetahui trend belanja mereka. Hasil penelitian menunjukan bahwa tren belanja customer pada Department Store sudah menunjukan pengurangan berkurang yang diduga masyarakat sudah menyukai dengan gaya belanka secara online, walaupun berbelanja online masih dirasa mengandung resiko yang merugikan baik terhadap kualitas barang, perbedaan barang dengan foto, size (ukuran) yang tidak sesuai untuk produk Fashion (sandang). Karenanya untuk harga barang fashion yang relatif mahal masih disukai dengan berbelanja langsung di Department Store. Guna menghadapi persaingan bisnis pada 2 saluran yang berbeda ini perlu dilakukan inovasi dan kreativitas agar Department Store tetap tumbuh & berkembang dengan baik melalui suatu konsep yang dikembangkan atas dasar kebutuhan manusia dan belum dapat tergantikan oleh teknologi digital. Kata kunci: Trend Department Store masa kini dan masa depan./ This study was conducted to provide an alternative design concept for the Department Store (offline s tore) design on the condition of the decline in sales which was allegedly due to the rapid growth of the online store business. This condition affects employment for hundreds of employees. The research method through the problem approach uses qualitative methods in the form of literature studies, survey methods, interviews and questionnaires as well as exploratory methods by examining the causal relationship of a condition in order to find new possibilities that can be used as indicators in the research process. Research is limited to the Centro Department Store located at Bintaro Jaya Exchange, Bintaro-Tangerang Selatan through location visits and interviews with store managers and Regional Managers about their sales and to audiences of various ages and incomes to find out their shopping trends. The results showed that the shopping trend of customers at Department Stores has shown a reduced reduction, which is assumed by the public to be fond of online belanka style, even though online shopping is still considered to have a detrimental risk to the quality of goods, differences in goods with photos, size suitable for fashion products (clothing). Therefore, the price of fashion items which are relatively expensive is still preferred by shopping directly at the Department Store. In order to face business competition on these 2 different channels, innovation and creativity are needed so that the Department Store continues to grow & develop properly through a concept developed on the basis of human needs and cannot be replaced by digital technology. Keywords: Present and future Department Store trends.

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