EMA HARI ERVITA SARI
041424353018
Dosen Pembimbing
Dr.Tanti Handriana, SE.,M.Si.

ABSTRACT

The rapid competition in the retail industry becomes the reason of Henmate in
expanding its distribution lines into online system. In 2015, Henmate has created an
official website and cooperated with several other ecommerce. However, the
performance of Henmate did not go well as planned, both on the website and
ecommerce colleagues. Therefore, an ecommerce strategy needs to be formulated to
improve the ecommerce business of Henmate, both on the official web site and the
selection of co-ecommerce.
The method used in this research was descriptive quantitative. The sampling
was obtained by using purposive sampling, and the data were collected by giving out
questionnaires. The data were then analyzed by using PREFMAP. PREFMAP is a
type of external analysis of preference data contained in the Multidimensional Scaling
(MDS).
The result of data processing shows that the ideal point is close to the
Berrybenka and Sales Stock Indonesia. The characteristics of both ecommerce are
close to the attribute dimension of trustworthiness, settlement performance,
merchandise, and store style. Therefore, in improving the website of Henmate, it is
expected to focus on those four attribute dimensions. On the other hand, in order to
accelerate the ecommerce business performance of Henmate, collaboration with
major ecommerce is necessary. It is highly recommended to cooperate with Lazada,
Bukalapak, Tokopedia, Zalora, Berrybenka and Sales Stock Indonesia.
Keywords: perceptual mapping, strategy, ecommerce, preference, attributes,
PREFMAP, ideal point.