iv UNIVERSITAS BINA NUSANTARA Jurusan Komputerisasi Akuntansi Program Studi Sistem Informasi Skripsi Sarjana Komputer Semester Genap tahun 20072008 Analisa dan Perancangan Aplikasi e-Marketing pada Tandike Outdoor Equipment Wahyudhi 0800751050 Abstrak - A

  

UNIVERSITAS BINA NUSANTARA

Jurusan Komputerisasi Akuntansi

Program Studi Sistem Informasi

Skripsi Sarjana Komputer

  

Semester Genap tahun 2007/2008

Analisa dan Perancangan Aplikasi e-Marketing pada Tandike Outdoor Equipment

Wahyudhi 0800751050

Abstrak

  Dunia bisnis membutuhkan informasi yang cepat, tepat, jelas, dan akurat. Banyak perusahaan yang mengalami kesulitan dalam strategi pemasaran mereka, karena memasarkan atau mengiklankan suatu produk masih dianggap sulit dan mahal. Internet sebagai jaringan komputer global dan media komunikasi modern yang semakin meluas ke berbagai lapisan masyarakat dapat dijadikan sebagai media alternatif untuk memasarkan suatu produk secara online (e-Marketing). Penelitian ini bertujuan untuk melakukan analisa dan perancangan sebuah aplikasi marketing berbasis internet pada Tandike Outdoor Equipment, untuk memperkenalkan dan memberikan informasi secara cepat, tepat, dan jelas mengenai produk-produk perusahaan kepada masyarakat luas.

  Penelitian ini menggunakan metode studi pustaka dan studi lapangan yang berupa wawancara pada Tandike Outdoor Equipment dan pengamatan secara langsung. Penelitian ini menghasilkan sebuah website pemasaran yang dapat memperkenalkan produk-produk yang ada ke masyarakat dengan cepat, tepat, jelas, dan dapat diakses dimanapun dan kapanpun.

  Kata Kunci Internet , e-Marketing, online, website

PRAKATA

  Puji syukur penulis panjatkan kehadirat Tuhan Yang Maha Esa, atas rahmat dan karunia-Nya, penulis dapat menyelesaikan skripsi ini dengan baik dan tepat waktu.

  Skripsi ini disusun sebagai salah satu syarat untuk gelar kesarjanaan jurusan Komputerisasi Akuntansi program studi Sistem Informasi Universitas Bina Nusantara.

  Pada kesempatan ini, penulis mengucapkan terima kasih kepada semua pihak berikut, yang telah memberikan petunjuk, bimbingan, saran dan kritik yang sangat berguna baik secara langsung maupun tidak langsung dalam penyusunan skripsi ini.

  1.

  (almh) Ibu Theresia Widia Soerjaningsih.

  2. Bapak Prof. Dr. Gerardus Pola, M.App.Sc., selaku Rektor Universitas Bina Nusantara.

  3. Bapak Ir. Sablin Yusuf, M.Sc., M.Comp.Sc., selaku Dekan Fakultas Ilmu Komputer Universitas Bina Nusantara.

  4. Ibu Yanti, S.Kom., MM., selaku Ketua Jurusan Komputerisasi Akuntansi.

  5. Ibu Noerlina, S.Kom., MM., selaku Sekretaris Jurusan Komputerisasi Akuntansi.

  6. Ibu Noerlina, S.Kom., MM., selaku Dosen Pembimbing yang telah membimbing, mengarahkan dan memberikan saran kepada penulis dalam penyusunan skripsi ini.

  7. Orang tua penulis yang telah memberikan semangat dan dukungan serta do’a yang mendukung penulis secara moral.

  8. Para Dosen dan seluruh karyawan Universitas Bina Nusantara baik secara langsung maupun tidak langsung telah membantu dalam penyusunan skripsi ini.

  Tandike Outdoor Equipment yang telah menjadi tempat penelitian bagi penulis dan telah memberikan informasi yang sangat membantu dalam penyusunan skripsi ini.

  10. Bapak Alfi Hendri SY, selaku CEO dan President dari Tandike Outdoor Equipment yang telah memberikan informasi mengenai sistem yang ada pada Tandike Outdoor Equipment.

  11. Sahabat-sahabat penulis, terutama rekan-rekan Red Arrow Squad (RAS), Marsha Prisillia Lontoh dan Ghossy Luthfil Azis yang telah banyak membantu penulis.

  12. Bapak Caesar yang telah memberikan begitu banyak referensi mengenai PHP kepada penulis.

  13. Seluruh sahabat mahasiswa jurusan Komputerisasi Akuntansi, SWANARAPALA (Mahasiswa Bina Nusantara Pecinta Alam), HIMKA (Himpunan Mahasiswa Komputerisasi Akuntansi), yang telah mendukung penyusunan skripsi ini.

  14. Seluruh aspek yang tidak dapat penulis sebutkan satu persatu, yang telah membantu penyusunan skripsi ini secara langsung maupun tidak langsung.

  Mengingat segala keterbatasan yang penulis miliki, oleh karena itu penulis sadar bahwa skripsi ini masih jauh dari sempurna, oleh karena itu penulis mengharapkan kritik dan saran yang membangun.

  Akhir kata, penulis berharap skripsi ini dapat memberikan manfaat bagi pembaca dan pihak-pihak yang membutuhkan.

  Jakarta, 23 Juli 2008 Penulis

   

  Halaman Judul Luar ............................................................................................................i Halaman Judul Dalam ........................................................................................................ii Halaman Persetujuan Hardcover ......................................................................................iii Abstrak ..............................................................................................................................iv Prakata................................................................................................................................v Daftar Isi ..........................................................................................................................vii Daftar Tabel .....................................................................................................................xii Daftar Gambar.................................................................................................................xiii Daftar Lampiran ..............................................................................................................xvi

  BAB 1 PENDAHULUAN

  1.1 Latar Belakang...........................................................................................1

  1.2 Ruang Lingkup ..........................................................................................4

  1.3 Tujuan dan Manfaat...................................................................................4

  1.4 Metodologi.................................................................................................5

  1.5 Sistematika Penulisan ................................................................................6

  BAB 2 LANDASAN TEORI

  2.1 Teori Umum ..............................................................................................8

  2.1.1 Pengertian Analisa...........................................................................8

  2.1.2 Pengertian Perancangan...................................................................8

  2.1.3 Pengertian Aplikasi .........................................................................9

  2.1.4.1 Sejarah Internet.................................................................9

  2.1.4.2 Pengertian Internet .........................................................10

  2.1.4.3 World Wide Web (WWW) ..............................................11

  2.1.4.4 Pengertian Website .........................................................12

  2.1.4.5 File Transfer Protocol (FTP) .........................................13

  2.1.4.6 Transmission Control Protocol / Internet Protocol (TCP / IP) .......................................................................14

  2.1.4.7 Hypertext Transfer Protocol (HTTP) .............................14

  2.1.4.8 Uniform Resource Locators (URLs) ..............................17

  2.1.4.9 Domain Names ...............................................................17

  2.1.5 Basis Data (Database)..................................................................18

  2.1.5.1 Pengertian Basis Data .....................................................18

  2.1.5.2 Karakteristik Basis Data .................................................20

  2.1.5.3 Sistem Manajemen Basis Data .......................................21

  2.1.5.4 Komponen Basis Data ....................................................22

  2.1.6 Structured Query Language (SQL) ...............................................24

  2.1.7 Interaksi Manusia dan Komputer ..................................................25

  2.1.8 PHP................................................................................................25

  2.1.8.1 Sejarah PHP ....................................................................25

  2.1.9 MySQL ..........................................................................................27

  2.2 Teori Khusus ............................................................................................28

  2.2.1 Pemasaran......................................................................................28

  2.2.1.1 Pengertian Pemasaran.....................................................28

  2.2.1.2 Tujuan Pemasaran...........................................................28

  2.2.1.3 Pengertian Manajemen Pemasaran .................................29

  2.2.1.4 Konsep Pemasaran..........................................................30

  2.2.1.5 Riset Pemasaran..............................................................32

  2.2.1.6 Bauran Pemasaran ..........................................................32

  2.2.1.7 Proses Pemasaran ...........................................................33 2.2.2 e-Marketing ...................................................................................34

  2.2.2.1 Pengertian e-Marketing ..................................................34

  2.2.2.2 Tujuh Tahapan e-Marketing (Seven Stages of e-Marketing)........................................36

  2.2.2.3 Strategi e-Marketing .......................................................60

  BAB 3 ANALISA SISTEM BERJALAN PADA TANDIKE OUTDOR EQUIPMENT

  3.1 Riwayat Perusahaan.................................................................................62

  3.2 Struktur Organisasi dan Uraian Tugas.....................................................65

  3.2.2 Uraian Tugas, Tanggung Jawab dan Wewenang ..........................65

  3.3 Prosedur e-Marketing yang Berjalan pada Tandike Outdoor Equipment .................................................................................67

  3.4 Rich Picture Tandike Outdoor Equipment ..............................................69

  3.5 Use Case Diagram Tandike Outdoor Equipment ....................................70

  3.6 Gambaran Website Tandike Outdoor Equipment yang Sudah Ada ........71

  3.7 Permasalahan yang Dihadapi...................................................................84

  3.8 Alternatif Pemecahan Masalah................................................................84

  3.9 Analisis Pesaing.......................................................................................85

  3.9.1 Eiger Adventure (eigeradventure.com) .........................................85

  3.9.2 Keen Indonesia (keen-indonesia.com) ..........................................91

  3.9.3 The Trekkers Foot Station (thetrekkers.com)................................95

  BAB 4 PERANCANGAN APLIKASI E-MERKETING PADA TANDIKE OUTDOOR EQUIPMENT

  4.1 Prosedur e-Marketing Tandike Outdoor Equipment yang Diusulkan.......................................................................................104

  4.2 Rich Picture Proses e-Marketing Tandike Outdoor Equipment ............107

  4.3 Use Case Diagram Proses e-Marketing Tandike Outdoor Equipment ...............................................................................108

  yang Baru...............................................................................................109

  4.5 Database yang Digunakan.....................................................................146

  BAB 5 SIMPULAN DAN SARAN

  5.1 Simpulan................................................................................................150

  5.2 Saran ......................................................................................................151

  

DAFTAR PUSTAKA ...................................................................................................152

DAFTAR RIWAYAT HIDUP ....................................................................................154

LAMPIRAN-LAMPIRAN SURAT SURVEY

   

Tabel 4.1 Database Pelanggan...................................................................................146Tabel 4.2 Database Produk........................................................................................147Tabel 4.3 Database Header Pesanan..........................................................................148Tabel 4.4 Database Detail Pesanan ...........................................................................149Tabel 4.5 Database Web Administrator.....................................................................149Gambar 2.1 Cara Kerja Aplikasi Web Dinamis ..........................................................16Gambar 2.2 Konsep Pemasaran Inti.............................................................................30Gambar 2.3 Tujuh Tahapan dalam e-Marketing ..........................................................36Gambar 2.4 Langkah-Langkah dalam Framing the Marketing Opportinity................37Gambar 2.5 Skenario Segmentasi Bricks-and Mortar .................................................43Gambar 2.6 Skenario Penargetan Bricks-and-Mortar .................................................45Gambar 2.7 Skenario Pemosisian Bricks-and-Mortar .................................................47Gambar 2.8 Perpindahan Antara Hubungan ................................................................55Gambar 3.1 Struktur Organisasi Tandike Outdoor Equipment....................................65Gambar 3.2 Rich Picture Tandike Outdoor Equipment ...............................................69Gambar 3.3 Use Case Diagram Tandike Outdoor Equipment.....................................70Gambar 3.4 Tampilan Halaman Utama .......................................................................71Gambar 3.5 Tampilan Halaman Tentang Kami ...........................................................72Gambar 3.6 Tampilan Halaman Hubungi Kami ..........................................................73Gambar 3.7 Tampilan Halaman Galeri Foto................................................................74Gambar 3.8 Tampilan Halaman Web Link...................................................................75Gambar 3.9 Tampilan Halaman Produk Ropes............................................................76Gambar 3.10 Tampilan Halaman Produk Harnesses.....................................................77Gambar 3.11 Tampilan Halaman Produk Helmets ........................................................78Gambar 3.12 Tampilan Halaman Produk Pulleys..........................................................79Gambar 3.13 Tampilan Halaman Produk Ascenders .....................................................80Gambar 3.14 Tampilan Halaman Produk Descenders...................................................81Gambar 3.15 Tampilan Halaman Produk Shoes ............................................................82Gambar 3.16 Tampilan Halaman Produk Cooking Sets.................................................83Gambar 3.17 Tampilan Halaman Home eigeradventure.com........................................86Gambar 3.18 Tampilan Halaman Company Profile eigeradventure.com ......................87Gambar 3.20 Tampilan Halaman Produk Bags eigeradventure.com.............................89Gambar 3.21 Tampilan Halaman Produk Clothing eigeradventure.com.......................89Gambar 3.22 Tampilan Halaman Produk Equipments eigeradventure.com ..................90Gambar 3.23 Tampilan Halaman Home keen-indonesia.com .......................................92Gambar 3.24 Tampilan Halaman About Us keen-indonesia.com ..................................93Gambar 3.25 Tampilan Halaman Contact Us keen-indonesia.com...............................93Gambar 3.26 Tampilan Halaman Product Category keen-indonesia.com ....................94Gambar 3.27 Tampilan Halaman Product Detail keen-indonesia.com .........................94Gambar 3.28 Tampilan Halaman Awal thetrekkers.com...............................................96Gambar 3.29 Tampilan Halaman Profil thetrekkers.com ..............................................97Gambar 3.30 Tampilan Halaman Kontak thetrekkers.com............................................98Gambar 3.31 Tampilan Halaman Cara Pembayaran thetrekkers.com ...........................99Gambar 3.32 Tampilan Halaman Produk thetrekkers.com..........................................100Gambar 3.33 Tampilan Halaman Detail Produk thetrekkers.com ...............................101Gambar 3.34 Tampilan Halaman Form Order thetrekkers.com ..................................102Gambar 4.1 Rich Picture e-Marketing Tandike Outdoor Equipment ........................107Gambar 4.2 Use Case Diagram e-Marketing Tandike Outdoor Equipment ..............108Gambar 4.3 Rancangan Halaman Welcome ...............................................................109Gambar 4.4 Rancangan Halaman Utama ...................................................................110Gambar 4.5 Rancangan Halaman Tentang Kami.......................................................111Gambar 4.6 Rancangan Halaman Hubungi Kami......................................................112Gambar 4.7 Rancangan Halaman Produk Kami ........................................................113Gambar 4.8 Rancangan Halaman Cara Pemesanan ...................................................114Gambar 4.9 Rancangan Halaman Daftar ...................................................................115Gambar 4.10 Rancangan Halaman Sub Produk...........................................................116Gambar 4.11 Rancangan Halaman Detail Produk .......................................................117Gambar 4.12 Rancangan Halaman Kereta Belanja......................................................118Gambar 4.13 Rancangan Halaman Check Out.............................................................119Gambar 4.14 Rancangan Halaman Konfirmasi Order Transfer Bank.........................120Gambar 4.15 Rancangan Halaman Konfirmasi Order COD .......................................121Gambar 4.17 Rancangan Halaman Home ....................................................................123Gambar 4.18 Rancangan Halaman About Us...............................................................124Gambar 4.19 Rancangan Halaman Contact Us ...........................................................125Gambar 4.20 Rancangan Halaman Our Products........................................................126Gambar 4.21 Rancangan Halaman How to Order .......................................................127Gambar 4.22 Rancangan Halaman Sign Up.................................................................128Gambar 4.23 Rancangan Halaman Sub Product..........................................................129Gambar 4.24 Rancangan Halaman Product Details ....................................................130Gambar 4.25 Rancangan Halaman Shopping Cart ......................................................131Gambar 4.26 Rancangan Halaman Check Out.............................................................132Gambar 4.27 Rancangan Halaman Confirm Order .....................................................133Gambar 4.28 Rancangan Halaman Order Status .........................................................134Gambar 4.29 Rancangan Halaman Login Admin ........................................................135Gambar 4.30 Rancangan Halaman Create Admin.......................................................136Gambar 4.31 Rancangan Halaman Admin Home ........................................................137Gambar 4.32 Rancangan Halaman Product Maintenance...........................................138Gambar 4.33 Rancangan Halaman Add Product .........................................................139Gambar 4.34 Rancangan Halaman Confirm Add.........................................................140Gambar 4.35 Rancangan Halaman Modify Product ....................................................141Gambar 4.36 Rancangan Halaman Confirm Modify ....................................................142Gambar 4.37 Rancangan Halaman Delete Product .....................................................143Gambar 4.38 Rancangan Halaman Order List.............................................................144Gambar 4.39 Rancangan Halaman Order Detail.........................................................145

   

  Tampilan Halaman Welcome .......................................................................................... L1 Tampilan Halaman Utama .............................................................................................. L2 Tampilan Halaman Tentang Kami .................................................................................. L3 Tampilan Halaman Hubungi Kami ................................................................................. L4 Tampilan Halaman Produk Kami.................................................................................... L5 Tampilan Halaman Cara Pemesanan .............................................................................. L6 Tampilan Halaman Daftar............................................................................................... L7 Tampilan Halaman Sub Produk ...................................................................................... L8 Tampilan Halaman Detail Produk................................................................................... L9 Tampilan Halaman Kereta Belanja ............................................................................... L10 Tampilan Halaman Check Out Pesanan........................................................................ L11 Tampilan Halaman Konfirmasi Pesanan Transfer Bank............................................... L12 Tampilan Halaman Konfirmasi Cash On Delivery....................................................... L13 Tampilan Halaman Status Pesanan ............................................................................... L14 Tampilan Halaman Home ............................................................................................. L15 Tampilan Halaman Contact Us..................................................................................... L16 Tampilan Halaman Our Products ................................................................................. L17 Tampilan Halaman Sign Up .......................................................................................... L18 Tampilan Halaman Sub Product ................................................................................... L19 Tampilan Halaman Product Detail ............................................................................... L20 Tampilan Halaman Shopping Cart................................................................................ L21 Tampilan Halaman Check Out Order ........................................................................... L22 Tampilan Halaman Confirm Order............................................................................... L23 Tampilan Halaman Order Status .................................................................................. L24 Tampilan Halaman Login Admin ................................................................................. L25 Tampilan Halaman Create Admin ................................................................................ L26

  Tampilan Halaman Product Maintenance .................................................................... L28 Tampilan Halaman Add Product................................................................................... L29 Tampilan Halaman Confirm Add .................................................................................. L30 Tampilan Halaman Modify Product.............................................................................. L31 Tampilan Halaman Confirm Modify ............................................................................. L32 Tampilan Halaman Delete Product............................................................................... L33 Tampilan Halaman Order Lists..................................................................................... L34 Tampilan Halaman Detail Order .................................................................................. L35