CHAPTER IV DISCUSSION
This chapter contains the description and result of the analysis. The description covers information of the three e-commerce websites, while the
analysis is focusing on Bukalapak advertisements. In each advertisement, there are analyses of denotative meaning, connotative meaning and messages, which are
described in the tables and paragraphs. Each e-commerce has its own concept of advertising which differs from
one another. The result of the analysis shows that Bukalapak’s concept of advertising emphasizes on its security. It is different from the other two:
Tokopedia’s concept focuses on many variants existing in its website, and Elevenia proposes a concept of selling goods cheaper than other online shops. All
of these advertisements have strong influence on the way people choose the e- commerce they access.
4.1. Bukalapak
Bukalapak is one of online marketplaces in Indonesia which is oriented in C2C. Therefore, this website provides services for customers to buy and sell its
products. This website has been developed by PT. Bukalapak since its first launch in January 12, 2010. Apparently, Bukalapak is considered as the Indonesian
number-one C2C website because it has the highest traffic of the most accessed website.
The slogan of Bukalapak is “situs jual beli online mudah dan terpercaya”, meaning that ‘Bukalapak is a user-friendly and trusted e-commerce website’. As
declared in the slogan, to make Bukalapak a better e-commerce website, it has made some efforts, such as giving refund if the transaction is not being processed,
creating levels for seller’s reputation so that buyers can choose the better store and goods, having a centered fund system, and also giving notification for every
transaction and delivery process. Bukalapak declares that its website and application are safe for online
transaction. It guarantees if the order is not being processed within 4 days, the money of the buyers will be returned to their account. Since April 19, 2016,
Bukalapak has minimized the processing day from 4 days to 2 days. Thus, the order must be processed and sent within 2 x 24 hours of working days.
Bukalapak also creates some symbols used to show the customers’ reputation. For the sellers, Bukalapak divides them into 9 categories, i.e. from
Bukalapak User to Top Seller. This division is determined by the numbers of positive feedbacks the buyers give. The following are the symbols used in
Bukalapak for the sellers:
Figure 9.
The Nine
Badge Emblems.
Copied from
https:komunitas.bukalapak.comsqv2kkplevel_badge_baru
Kategori