FOCUS GROUP DISCUSSION BRAND TOKOPEDIA (USER) – ACCOUNT PLANNING KELOMPOK 2

Summary

The script details a focus group discussion on the brand Tokopedia, led by facilitator Felicia and her team. Participants from various cities shared their experiences, perceptions, and preferences regarding online shopping on Tokopedia versus physical stores. The discussion covered topics such as convenience, trust in the platform, and the impact of the pandemic on shopping habits. It also touched on the advantages and drawbacks of using the Tokopedia app, with participants expressing their continued support despite past security concerns.

Takeaways

• 😀 The session is a focus group discussion for the Tokopedia brand, facilitated by Felicia and her team.
• 📝 Participants are asked to follow certain rules during the discussion, such as keeping the camera on and behaving politely.
• 🙋‍♀️ Introductions are made by the participants, stating their names, places of residence, and ages.
• 🛍️ The discussion explores the concept of 'marketplace' with participants sharing their understanding of the term.
• 🏬 There is a comparison between shopping experiences in physical stores versus online marketplaces like Tokopedia.
• 📱 Participants are asked about their familiarity with the Tokopedia brand and their usage of the app.
• 🛒 The conversation delves into the participants' shopping habits, whether they prefer online or offline stores and their decision-making process.
• 📊 The impact of the pandemic on shopping frequency in physical stores is discussed, with participants sharing their reasons for preferring online shopping.
• 💬 Feedback on the user experience with the Tokopedia app is solicited, including both positive experiences and areas for improvement.
• 🔒 Despite past security issues with the Tokopedia app, participants express their continued trust and intention to use the platform.
• 📈 The discussion aims to understand the brand positioning of Tokopedia in the minds of consumers and their level of trust in the brand.

Q & A

What is the purpose of the focus group discussion (FGD) mentioned in the script?

The purpose of the FGD is to understand whether participants use the Tokopedia application, to gauge how much Tokopedia is on consumers' minds, to determine the participants' trust level in Tokopedia, and to find out the brand positioning of Tokopedia among consumers.

Who are the facilitators and roles of the team leading the FGD according to the script?

The facilitators are Felicia Qosasi, a communication student from Universitas Multimedia Nusantara, and her team members include Elisa Fajrianti, Estefania Aulia as the note-taker, and Rico Natanael for documentation.

What are the ground rules for the FGD as stated in the script?

The ground rules include turning on the camera during the session, speaking and behaving politely, answering only when a question is directed at a participant, not imposing opinions on others, avoiding negative comments, and using the volunteer feature if they wish to speak first.

How do the participants introduce themselves in the FGD?

Participants introduce themselves by stating their names, where they live, and their ages, starting with Angelin Yolanda from Pontianak, who is 18 years old, and continuing with Evan, Michele, and Justin who also share their ages and domiciles.

What is the general consensus on what a marketplace is according to the FGD participants?

The general consensus among the participants is that a marketplace is a platform for buying and selling goods or conducting transactions.

What are the significant differences between shopping in a physical store and on Tokopedia according to the FGD participants?

The differences include the ability to physically see and hold products in a physical store, which may be more expensive, versus the convenience and often lower prices of online shopping on Tokopedia, including discounts and free shipping vouchers.

What are the three marketplace applications known by the FGD participants?

The three marketplace applications mentioned by the participants are Tokopedia, Shopee, and Lazada.

How familiar are the FGD participants with the Tokopedia brand?

The familiarity varies; some participants have downloaded and frequently use Tokopedia, recommending it to their families, while others have rarely used it or only used it once.

What actions do the FGD participants take when they want to buy a product?

Some participants compare prices between online and offline stores, check reviews and ratings, and make purchases based on these factors. Others prefer to buy from online stores if the prices are cheaper.

How has the pandemic affected the shopping habits of the FGD participants?

The pandemic has led some participants to reduce their shopping frequency at physical stores due to health concerns, opting instead for online shopping to minimize contact with others.

What are some of the positive experiences shared by the FGD participants when using the Tokopedia application?

Positive experiences include fast customer service responses, cashback offers, discounts, and the convenience of the application, especially for new users with special offers like free shipping vouchers.

What are the perceived advantages of the Tokopedia application compared to other marketplaces?

Advantages include an easy-to-understand interface, attractive offers and discounts, a user-friendly system from ordering to payment, and efficient customer service and return processes.

Have there been any negative experiences shared by the FGD participants when using Tokopedia?

Some participants mentioned issues like receiving damaged goods, but the responsive customer service and quick resolution made up for it. Others did not have any negative experiences.

What are the perceived shortcomings of the Tokopedia application according to the FGD participants?

Shortcomings mentioned include smaller product images compared to other marketplaces, which make it harder to see details, and a complex process for reporting issues.

Despite any negative experiences or incidents, would the FGD participants continue to use the Tokopedia application?

Yes, most participants would continue to use Tokopedia, citing its convenience, good customer service, and the improvements made by the platform in response to past security incidents.