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BAB I PENDAHULUAN 1.1 Gambaran Umum Objek Penelitian Zalora Indonesia Merupakan Bagian Dari Zalora Group, Yang Didirika

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BAB I PENDAHULUAN 1.1 Gambaran Umum Objek Penelitian Zalora Indonesia Merupakan Bagian Dari Zalora Group, Yang Didirika BAB I PENDAHULUAN 1.1 Gambaran Umum Objek Penelitian Zalora Indonesia merupakan bagian dari Zalora Group, yang didirikan pada akhir tahun 2011 oleh Rocket Internet GmbH, yang mencakup grup retail fashion online terkemuka di Asia Pasifik “The Iconic” di Australia dan Selandia Baru. Zalora adalah destinasi fashion online terkemuka di Asia. Zalora.com merupakan situs e-commerce fashion yang terbesar dan tercepat di Asia Tenggara. Didirikan pada awal tahun 2012, Zalora berada di Singapura, Indonesia, Malaysia & Brunei, Filipina, Thailand, Vietnam dan Hong Kong. Grup fashion online ini menawarkan koleksi lebih dari 500 merek lokal dan internasional dan desainer. Pelanggan dapat berbelanja online dari ribuan produk fashion pria dan wanita mulai dari pakaian, sepatu, aksesoris dan produk kecantikan. Zalora menawarkan 30 hari gratis pengembalian, pengiriman yang cepat dalam kurun waktu satu hari hingga tiga hari kerja, pengiriman gratis dengan syarat tertentu dan beberapa metode pembayaran termasuk COD (Cash On Delivery). Fashion online ini memiliki situs internet Zalora.co.id yang dapat di akses dengan mudah oleh siapa saja dan kapan saja (www.zalora.co.id). Gambar 1.1 Logo Zarola.co.id Sumber : www.zalora.co.id 29-09-2015 Zalora Indonesia juga memberikan pilihan harga yang fleksibel. Zalora meningkatkan promosi dengan panawaran diskon yang menarik seperti Online Revolution dan HarBolNas. Zalora Indonesia juga memiliki Newsletter untuk mendapatkan info lengkap mengenai produk fashion terbaru dan diskon yang ditawarkan. Saat ini jumlah visitor Zalora mencapai 200 juta pengunjung, dan 4 juta orang yang sudah mendownload aplikasi Zalora. Zalora Indonesia sebagai pusat belanja fashion online terbesar Indonesia memberikan layanan gratis ongkos kirim keseluruh Indonesia. Sebuah penawaran yang sangat menarik dari sebuah online fashion store. Selain itu, Zalora juga menyediakan opsi pengembalian barang jika konsumen tidak puas atas produk yang diterima. ZALORA Indonesia memiliki slogan yang berbunyi, “where looking your best is just a few clicks away”. 1.2 Latar Belakang Pesatnya jaringan internet di Indonesia secara tidak langsung membawa fenomena dan gaya hidup yang baru bagi masyarakat, khususnya masyarakat yang suka memanfaatkan fasilitas internet. Internet dan gaya hidup sudah menjadi bagian yang tak terpisahkan di kalangan masyarakat Indonesia. Seperti data resmi yang diperoleh dari Asosiasi Penyelenggara Jasa Internet (APJII) tentang jumlah pemakai internet di Indonesia pada tabel 1.2 : Gambar 1.2 Jumlah Pengguna Internet di Indonesia Sumber : www.apjii.or.id 29-09-2015 Dari pada tabel 1.2,dapat dilihat adanya perkembangan yang signifikan dari pengguna internet dari tahun ketahun. Terbukti pada tahun 2015 pengguna internet meningkat hingga 139 juta pengguna. Salah satu bisnis atau perdagangan yang menggunakan fasilitas internet sebagai media adalah dengan munculnya e-commerce. Menurut hasil Asosiasi E-commerce Indonesia (idEA) merilis hasil riset perilaku e-commerce Indonesia adalah yang mendorong responden “recent online shopper (terakhir membeli bulan lalu)” membeli barang secara online ternyata bukan permasalahan terhadap harga barang tersebut, tetapi atas penghematan waktu yang didapat dari belanja online, tidak memerlukan travel untuk belanja, barang yang dipesan diantar sampai pada alamat yang dituju. Munculnya toko online juga mendukung kemajuan tren fashion di Indonesia. Seperti dikutip dari Majalah Marketing (Agustus, 2014) potensi penjualan yang paling besar saat ini di Indonesia ada di fashion, health and beauty dan juga peralatan rumah tangga. Kategori fashion juga adalah kategori yang paling banyak dibeli dengan 78%, kemudian mobile (46%), consumer elektronik (43%), books and magazine (39%), dan groceries (24%) (startupbisnis.com, 2014 diakses pada 30-09-2015). Munculnya beberapa tren fashion berupa pakaian, aksesories, tas dan sepatu, baik lokal maupun luar negeri, menjadikan masyarakat Indonesia dengan cepat menerima perkembangan tren tersebut secara positif. Bagi masyarakat Indonesia, berpenampilan sesuai tren terbaru sudah menjadi gaya hidup sehari-hari, terutama bagi kaum perempuan. Lewat fashion, seseorang dapat menunjukkan status sosialnya pada orang lain, tidak peduli kenal atau tidak. Banyaknya peluang yang didapat dari menjual fashion secara online membuat bisnis online fashion di Indonesia meningkat. Di Indonesia terdapat beberapa nama online fashion yang terkenal di kalangan masyarakat seperti Zalora, BerryBenka, VIP Plaza, Maskoolin, Hijup, Etclo,PinkEmma,BranClozed, Bimbi,Hijabenka,8wood,Saqina,Cloth Inc,Wokuwoku,BelowCepek. Hal ini tentu saja menjadi hal yang menarik dimana para online fashion harus meningkatkan brand image agar semakin dikenal dikalangan masyarakat. “Brand image can be defined as a perception about brand as reflected by the brand association held in consumer memory”. Hal ini berarti citra merek adalah persepsi tentang merek yang digambarkan oleh asosiasi merek yang ada dalam ingatan konsumen (Keller, 1998:93). Sebagai salah satu tahap dalam hirarki komunikasi merek (hierarchy of branding), citra merek atau lebih dikenal dengan sebutan brand image memegang peranan penting dalam pengembangan sebuah merek karena citra merek menyangkut reputasi dan kredibilitas merek yang kemudian menjadi “pedoman” bagi khalayak konsumen untuk mencoba atau menggunakan suatu produk barang atau jasa sehingga menimbulkan pengalaman tertentu yang akan menentukan apakah konsumen tersebut akan menjadi loyalis merek atau sekadar oportunis (mudah pindah ke lain merek). Adapun dimensi yang digunakan untuk mengukur kekuatan brand image pada suatau perusahaan menurut Kotler dan Keller (2012:346) adalah : 1. Atribut (Attribute) Pada dasarnya, merek digunakan untuk meningkatkan pada atribut tertentu seperti desain, bentuk, ukuran dan mafaatnya. 2. Manfaat (Benefits) Atribut-atribut yang ada dalam sebuah merek harus mampu diterjemahkan menjadi manfaat yang fungsional dan diungkapkan dengan perasaan oleh pengguna produk. 3. Nilai (Value) Merek harus dapat menyatakan sesuatu tentang nilai produsen. Sehingga konsumen paham akan kualitas dari sebuah produk yang dikeluarkan oleh perusahaan tertentu. 4. Budaya (Cultures) Merek dapat mewakili budaya tertentu. Oleh karena itu merek harus mampu beradaptasi secara cepat untuk tetap dapat bertahan pada kompetisi persaingan global. 5. Kepribadian (Personality) Merek harus mampu mencerminkan kepribadian pengguna produk dari perusahaan tertentu. Oleh karena itu kepribadian pengguna produk merupakan salah satu sasara utama perusahaan dalam menetukan posisi dari produk yang akan dilepas ke pasar. 6. Pengguna (User) Brand image merupakan representasi dari keseluruhan persepsi terhadap merek dan dibentuk dari informasi dan pengetahuan terhadap merek itu. Citra (image) terhadap merek (brand) berhubungan dengan sikap yang berupa keyakinan dan preferensi terhadap suatu merek. Konsumen yang memiliki citra yang positif terhadap suatu merek akan lebih memungkinkan untuk melakukan pembelian (Setiadi, 2003:180). Dengan demikian dapat disimpulkan bahwa brand image yang dimiliki oleh sebuah perusahaan akan memberikan keuntungan tersendiri disebuah perusahaan, dengan memiliki brand image yang baik, maka masyarakat akan memiliki minat beli akan produk yang dijual oleh perusahaan tersebut. Menurut Kotler dan Keller (2003:181),customer buying decision all their experience in learning, choosing, using, even disposing of a product. Yang kurang lebih memiliki arti minat beli konsumen adalah sebuah perilaku konsumen dimana konsumen mempunyai keinginan dalam membeli atau memilih suatu produk, berdasarkan pengalaman dalam memilih, menggunakan dan mengkonsumsi atau bahkan menginginkan suatu produk. Dalam jurnal Saidani, Basrah, and Samsul Arifin (2012), Menurut Ferdinand (2006) dalam minat beli dapat diidentifikasikan melalui indikator-indikator minat transaksional, minat refrensial,minat preferensial dan minat eksploratif. Sebagaimana telah dikaji oleh berbagai ahli, bahwa minat konsumen untuk melakukan pembelian dipengaruhi oleh berbagai pertimbangan. Jika konsumen tidak memiliki pengalaman dengan suatu produk, mereka cenderung untuk mempercayai merk yang disukai atau yang terkenal (Schiffman dan Kanuk 2008:173). Sedangkan menurut pendapat Assael (2004: 82) sikap terhadap merek atau citra merek (brand image) yaitu merupakan pernyataan mental yang menilai positif atau negatif, bagus tidak bagus, suka tidak suka suatu produk, sehingga menghasilkan minat dari konsumen untuk membeli atau mengkonsumsi barang atau jasa yang dihadirkan produsen. Karena itu,kunci sukses suatu bisnis adalah memiliki atribut yang memiliki keunggulan bersaing agar sulit bisa ditiru oleh pesaing, diantaranya merek,karena itu perusahaan memiliki merek yang kuat dapat lebih mudah merebut peluang bisnis yang ada dibandingkan perusahaan yang tidak memilikinya. Dengan demikian Minat beli masyakarat sangatlah penting bagi masyarakat dimana minat beli yang tinggi akan suatu produk akan memungkinkan konsumen melakukan pembelian,sehingga meningkatkan provit perusahaan, sebaliknya minat beli masyarakat yang rendah akan menurunkan pendapatan perusahaan yang menyebabkan kerugian pada perusahaan tersebut. Penulis memilih Zalora sebagai objek penelitian karena, Zalora Indonesia merupakan salah satu toko online fashion terbesar di Indonesia yang menghasilkan 2000an order setiap harinya. Seperti yang di paparkan oleh Hadi Wenas yaitu Ex-Managing Director Zalora, Zalora Indonesia tidak ingin menjadi toko online yang sama dengan toko online lainnya,
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