A Study of The Best Selling Smartphone in The Two Biggest Marketplace in Indonesia

Alfian Budi Primanto, M Khoirul ABS, Afi Rahmat Slamet


The number of entrepreneurs in Indonesia has increased significantly in the past decade. Many entrepreneurs expand their business into digital by using marketplace platform. Although, there are a lot of entrepreneur use digital landscape to scale up their business, many online business ended in failure. This research aims to answer the following questions; what is the success factor of smartphone campaign in the Indonesia marketplace platform? Is there any difference success factor between each marketplace platform? The researcher uses secondary data, simple random sampling, and binary logistic regression modeling for the purpose to answer research questions. Interestingly, this research shows that there are no relationship between seller reputation and sales acquirement. Also, there is no difference behaviour between each marketplace platform. Therefore, to be succeed in marketplace competition, each seller should pay attention to their price competitiveness while at the same time find the best option to increases their number of store page views.    


marketplace, reputation, prince, sales, views, binary logistic regression

Full Text:



Allison, Paul D. (2012). Logistic Regression Using SAS: Theory and Application 2nd Edition, Cary, North Carolina: SAS Institute.

Al-Salamin, Hussain and Al-Hasan, Eman. (2016). “The Impact of Pricinng on Consumer Buying Behavior in Saudi Arabia: Al –Hassa Case Study,” European Journal Business and Management, Vol. 8, No.12.

Andrew, Damon P. S., Pedersen, Paul M., McEvoy, Chad D. (2011). Research Methods and Design in Sport Management. Champaign: Human Kinetics.

Baubonienie, Zivile and Guleviciute, Gintare. (2015). “E-Commerce Factors Influencing Consumers Online Shopping Decision,” Social Technologies, Vol. 5. Issue. 1.

Bearden, B., Ingram, T., Larfforge, B. (2004). Marketing Principles and Prespective, New York: McGraw Hill.

Beri, Bhavna and Parminder, Singh. (2013). “Web Analytics: Increasing Website‘s Usability and Conversion Rate,” International Journal of Computer Applications, 72 (6): 35-38.

Biswas, Dipayan and Biswas, Abhijit. (2004). “The Diagnostic Role of Signals in The Context of Perceived Risks In Online Shopping: Do Signals Matter More On The Web,” Journal of Interactive Marketing, Vol. 18, Issue 3, pp. 30-45.

Cabral, Luis and Hotacsu, Ali. (2004). “The Dynamics Of Seller Reputation: Evidence From Ebay,” The Journal of Industrial Economics, Vol. 58, Issue 1, pp. 54-78.

Chu, Kuo-Kang and Li, Chi-Hua. (2008). “A Study of The Effect of Risk-Reduction Strategies on Purchase Intentions in Online Shopping,” International Journal of Electronic Business Management, Vol. 6, No. 4, pp. 213-226.

Dawar, N. and Paker, P. (1994). “Marketing Universals: Consumer’s Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality,” Journal of Marketing, Vol. 58, pp. 81-95.

Faith, Dudu Oritsematosan, Edwin, Agwu M. (2014). “A Review of The Effect of Pricing Strategies on The Purchase of Consumer Goods,” International Journal of Research in Management, Science, Technology, Vol. 2, No. 2, pp. 88-101.

Friberg, Richard, Ganslandt, Mattias, and Sandstrom, Mikael. (2001). “Pricing Strategies in E-Commerce: Bricks vs Clicks,” The Researh Institute of Industrial Efconomics, Working Paper No. 559, available at http://hdl.handle.net/10419/94969

Ghozali, Imam. (2009). Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: Badan Penerbitan Universitas Diponegoro.

Hamdi, Imam. (2017). Google Indonesia: 81mn People Shop Online, Tempo, Accessed on November 5, 2017 from https://en.tempo.co/read/news/2017/08/15/056900215/ Google-Indonesia-81mn-People-Shop-Online.

Herbig, Paul and Milewicz, John. (1995). “The Relationship of Reputation and Credibility to Brand Success,” Journal of Consumer Marketing, Vol. 12, No. 4, pp. 5-10.

Hosmer, David W. and Lemeshow, Stanley. (2000). Applied Logistic Regression 2nd Edition. New York: John Wiley & Sons, Inc.

Kotler, Philip, Keller, Kevin Lane, Brady, Mairead, Goodman, Malcolm, Hansen, Torben. (2009). Marketing Management. New York: Prentince Hall.

Lim, H and Dubinsky, A.J. (2004). “Effect of Store Design on Consumer Purchases: An Empirical Study of Online Bookstores,” Information & Management, Vol. 39, No. 6, pp. 431-444.

McAlexander, J., Koenig, H., and DuFault, B. (2014). “Advancement in Higher Education: The Role of Marketing in Building Philanthropic Giving Communities,” Journal of Marketing for Higher Education Routledge, Vol. 4, Issue. 2, pp. 243-257.

Melnik, Mikhail I. and Alm, James. (2002). “Does a Seller’s Ecommerce Reputation Matter? Evidence from eBay Auctions,” The Journal of Industrial Economics, Vol. 50, No. 3, pp. 337-349.

Moe, Wendy and Fader, Peter. (2000). “Which Visits Lead to Purchases? Dynamic Conversion Behavior at E-Commerce Sites,” Available at

https://www.researchgate.net/profile/Peter_Fader/publication/2393227_ Which_Visits_Lead_to_Purchases_Dynamic_Conversion_Behavior_at_e-Commerce_Sites/links/02e7e5227aa8cb6b53000000.pdf

Morton, Fiona Scott, Zettelmeyer, Florian, and Silva-Risso, Jorge. (2001). “Internet Car Retailing”, Journal of Industrial Economics, Vol. 49, Issue 4, pp. 501-519.

Ningrum, Dewi Widya. (2015). 10 Situs e-Commerce Paling Laris, Bukapak.com Nomor 1, Liputan 6, Accessed on November 2, 2017 from http://tekno.liputan6.com/read/2323611/10 situs-e-commerce-paling-laris-bukapak.com-nomor-1.

Omidvar, Mohammad Amin; Mirabi, Vahid Reza; Shokry, Najes. (2011). Analyzing The Impact of Visitors on Page Views with Google Analytics. Accessed on November 9, 2017 from http://10.5121/ijwest.2011.2102/

Pan, Ming-Chuan, Kuo, Chin-Ying, Pan, Ching-Ti, Tu, Wei. (2013).”Antecedent of Purchase Intention: Online Seller Reputation, Product Category, and Surcharge,” Internet Research, Vol. 23, Issue: 4, pp. 507-522.

Perdikaki, Olga, Kesavan, Saravanan, and Swaminathan, Jayashankar M. (2012). “Effect of Traffic on Sales and Conversion Rates of Retail Stores,” Journal Manufacturing & Service Operations Management, Vol, 14, Issue 1, pp. 145-162.

Pradana, Mahir. (2015). “Klasifikasi E-Commerce di Indonesia.” MODUS Journals, Vol. 27, No. 2 (2015), pp. 163-174.

Prasyad, C. and Aryasri, A. (2009). “Determinats of Shopper Behavior in E-Tailing: An Empirical Analysis,” Paradigm, Vol. 13, No. 1, pp. 73-83.

Primanto, Alfian Budi, Basalamah, M. Ridwan, Rahman, Fahrurrozi. (2017). “Why They Can Sell? An Analysis of Specific Product Type Sales Acquirement In Indonesia Marketplace Platform Using Binary Logistic Regression.” Accessed on November 9, 2017 from http://ircmb.org/jurnal/2017/075.pdf.

Purohit, Devavrat and Srivastava, Joydeep. (2001). “Effect of Manufacturer Reputation, Retailer Reputation, and Product Warranty on Consumer Judgments of Product Quality: A Cue Diagnosticity Framework,” Journal of Consumer Psychology, Vol 10, Issue 3, pp. 123-134.

Ratia. Miramaria and Ruoho, Vilma. (2016). Conversion Rates Optimization in Finnish Online Business (Thesis). Retrieved from http://goo/gl/HyDoRR.

Rifai, Muhaymin. 2016. 10 Smartphone Terlaris di Indonesia 2016, Accessed on July 1, 2017 from https://jalantikus.com/tips/smartphone-terlaris-di-indonesia-2016/.

Saroh, Mutaya. (2016). Barang-Barang yang Populer di Online Shop, Accessed on November 11, 2017 from https://tirto.id/barang-barang-yang-populer-di-online-shop-b9tE/..

Schwaiger, M. (2004). Components and Parameters of Corporate Reputation – An Empirical Study. Schmalenbach Business Review, 56, 46-71.

Strauss, Judy and Frost, Raymond. (2009). E-Marketing 5th Edition. New Jersey: Prentince Hall.

Tsou, Hung-Tai, Liu, Feng-Hsu, Hsu, Hsuan-Yun. (2015). “The Effect of Reputation and Relative Low Price on Purchase Intention: Service Quality as Mediated Moderator,” Web Journal of Chinese Management Review, Vol. 18, No. 3, pp. 1-16.

Tong, Xiao. (2011). “Effect of Manufacturer Reputation, Retailer Reputation, and Seller Reputation in China’s Online Shopping Market,” MIS Review, Vol. 17, No. 1 September (2011), pp. 1-17.

Vinha, Vaibhavee. (2017). Where is Indonesia E-Commerce Headed?, CNBC, Accessed on November 5, 2017 from https://www.cnbc.com/2017/04/12/where-is-indonesia-e-commerce-headed.html.

Wang, C.L., Ye, L.R., Zhang, Y. and Nguyen, D.D. (2005). “Subscription to Fee-Based Online Services: What Makes Consumer Pay For Online Content?”, Journal of Electronic Commerce Research, Vol. 6, No. 4, pp. 301-311.

Weiss, A. M., Anderson, E., & MacInnis, D. J. (1999). Reputation Management as a Motivation for Sale Structure Decision. Journal of Marketing, 61 (4), 74-89.

Wu, Carol; Hui, Mavis; Sim Cfa, Andy; Tan, Derek; Yau Cfa, Jeff; Wang Cfa, Danielle; Song Cfa, Mervin; Yeo, Alfie; Tan, Rachel; Chow, Steve; Li, Mark. (2015). E-Commerce in Asia Bracing for Digital Disruption. Accessed on Novermber 9, 2017 from http://goo.gl/fuxqsi

Ye, Qiang, Li, Yijun, Kiang, Melody, Wu, Weifang. (2009). “The Impact of Seller Reputation on The Performance of Online Sales: Evidence From TaoBao Buy-It-Now (BIN) Data,” ACM SIGMIS Database: The Database for Advances in Information System, Vol. 40, Issue 1, pp. 12-19.

Ye, Qiang, Xu, Min, Kiang, Melody, Wu, Weifang, Sun, Fangfang. (2013). “In-Depth Analysis of The Seller Reputation and Price Premium Relationship: A Comparison Between eBay US and TaoBao China,” Journal of Electronic Commerce Research, Vol. 14, No. 1.

Zettelmeyer, Florian, Morton, Fiona Scott and Silva-Risso, Jorge. (2005).”Cow-boys or Cowards: Why Are Internet Car Prices Lower?”, Discussion Paper, Haas School of Business, University of California, Berkeley.Bappeda Provinsi Sumatera Selatan. (2015). Rencana Kerja Pemerintah Daerah (RKPD) Provinsi Sumatera Selatan tahun 2015.

DOI: http://dx.doi.org/10.26737/jtmb.v4i1.487


  • There are currently no refbacks.






Gambar sisip 1

JTMB On Progress Indexed by:

Published by:

Institute for Managing and Publishing of Scientific Journals STKIP Singkawang

JTMB (Jurnal Terapan Manajemen dan Bisnis)

e-ISSN : 2477-5282

p-ISSN : 2599-3127

Sekolah Tinggi Keguruan dan Ilmu Pendidikan (STKIP) Singkawang

Address : STKIP Singkawang, Jalan STKIP - Kelurahan Naram Singkawang, Kalimantan Barat, INDONESIA, 79251
No. Telp.   : +62562 420 0344
No. Fax.    : +62562 420 0584


Editor in Chief: jtmb@journal.stkipsingkawang.ac.id / jtmbjurnal@gmail.com / Wa: +6285252002924

Coordinator:lp2jistkipsingkawang@gmail.com / soehartostkipsingkawang@gmail.com / Wa: +6285310307312

Plagiarism Tools


  Creative Commons License

Jurnal Terapan Manajemen dan Bisnis is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.