ANALISIS PERILAKU KONSUMEN TERHADAP KEGIATAN TRANSAKSI ONLINE MENGGUNAKAN PENDEKATAN RED OCEAN STRATEGY & BLUE OCEAN STRATEGY

Derry Aryandi Sonata, Yaning Tri Hapsari

Sari


This research aims to analyze consumer behavior towards online transaction activities using the Red Ocean Strategy and Blue Ocean Strategy approaches on the digital banking application "SeaBank." The study was conducted by sampling students from UPY. The research method used is quantitative with descriptive analysis. The results show that approximately 23% of UPY students have used SeaBank as their digital banking tool. The majority of SeaBank users (52%) are new users with less than one year of experience, while other application users (47%) tend to be long-term users. The frequency of application use shows that most students use e-wallets 1-3 times a week (49%) and 4-7 times a week (29%). User satisfaction levels for SeaBank in terms of security are as follows: very satisfied 48%, satisfied 35%, and neutral 17%. For convenience, very satisfied 39%, satisfied 44%, and neutral 17%. For ease of use, very satisfied 56%, satisfied 22%, and neutral 22%. Based on this research, it is recommended that SeaBank increase promotions through social media and referral programs, optimize transaction speed and security, and consider integrating additional features to add service value and keep up with the latest trends in digital finance.

Kata Kunci


Consumer Behavior; Red Ocean Strategy; Blue Ocean Strategy; SeaBank; E-Wallet

Teks Lengkap:

PDF

Referensi


Atmaja, R., & Maryani, M. (2021). ANALISA PERILAKU KONSUMTIF DAN DAYA BELI KONSUMEN TERHADAP PENJUALAN ONLINE SELAMA MASA PANDEMI COVID -19. Jurnal Terapan Ilmu Manajemen Dan Bisnis, 4(2).

A, yun, Q. A. N., Chusma, N. M., Putri, C. N. A., & Latifah, F. N. (2021). IMPLEMENTASI ETIKA BISNIS ISLAM DALAM TRANSAKSI JUAL BELI ONLINE PADA E-COMMERCE POPULAR DI INDONESIA. Jurnal Perbankan Syariah Darussalam (JPSDa), 1(2), 166–181.

Hafsyah, A. H. (2020). PENGARUH KEPUASAN KONSUMEN, PERILAKU KONSUMTIF, DAN GAYA HIDUP HEDONIS TERHADAP TRANSAKSI ONLINE(E-COMMERCE). https://ojs.stiesa.ac.id/index.php/prisma

Indrayani, R. (2022). Designing a Marketing Strategy with a Blue Ocean Strategy Approach at the Dstyle Bandung Online Store. Journal of Research in Business, Economics, and Education, 4(3), 84–92. https://doi.org/10.55683/jrbee.v4i3.402

Kim, W. C., & Mauborge, R. (2005). Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant. Harvard Business School Press.

Lisa, V., & Selamat, F. (2023). “FAKTOR-FAKTOR YANG MEMENGARUHI LOYALITAS NASABAH DENGAN MEDIASI KEPUASAN NASABAH PADA PT BANK SEABANK INDONESIA.” Jurnal Manajerial Dan Kewirausahaan, 05(04), 1091–1097.

Rohmah, A. (2020). PANDEMI COVID-19 DAN DAMPAKNYA TERHADAP PERILAKU KONSUMEN DI INDONESIA. Jurnal Inovasi Penelitian, 1(7).

Samrin, S. E., M., & Irawan, S. E., M. S. (2019). ANALISIS BLUE OCEAN STRATEGY BAGI INDUSTRI KERAJINAN DI KOTA TANJUNG BALAI. Jurnal Manajemen Tools, 11(1).

Suprihatin, W. (2020). Analisis Perilaku Konsumen Wisatawan Era Pandemi Covid-19 (Studi Kasus Pariwisata di Nusa Tenggara Barat). Jurnal Bestari, 1(1), 56–66.

Sunyoto, DanangDrs. S. Y. (2022). PERILAKU KONSUMEN (M. A. Kalijaga, Ed.). EUREKA MEDIA AKSARA.

Syafitri, R. (2020). Analisa Sikap Dan Kepuasan Konsumen Dalam Pemasaran Produk. Al-Tsaman: Jurnal Ekonomi Dan Keuangan Islam, 2(2), 63–69.

Utama, A., Rachmawati, I., & Kurniawan, H. (2023). BLUE OCEAN STRATEGY UNTUK PEMASARAN PRODUK NASI GORENG WARUNG AL-KIRAM DI BLITAR MENGGUNAKAN PENDEKATAN BAURAN PEMASARAN 4P. JAMI: Jurnal Ahli Muda Indonesia, 4(1), 38–45. https://doi.org/10.46510/jami.v4i1.144




DOI: https://doi.org/10.24176/jointech.v5i2.13225

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Publisher: Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM), Universitas Muria Kudus
Jl. Lingkar Utara UMK, Gondangmanis, Bae, Kudus, 59327 - Central Java, Indonesia
Website: https://lppm.umk.ac.id