Strategi Desain Produk dalam Mengantisipasi Homogenisasi Produk Home Living Berbasis Kayu di Marketplace Digital
DOI:
https://doi.org/10.30998/htq2bc43Keywords:
homogenisasi harga; marketplace digital; produk home living; produk kayu; strategi desain priodukAbstract
Fenomena homogenisasi harga produk home living berbasis kayu di marketplace digital menjadi tantangan serius bagi pelaku industri, khususnya dalam menonjolkan nilai kualitas material kayu. Homogenisasi ini membuat produk dengan kualitas kayu berbeda dihargai serupa, sehingga konsumen cenderung mengabaikan aspek material dan lebih berfokus pada harga serta visual produk. Penelitian ini bertujuan untuk mengeksplorasi strategi desain produk yang dapat membantu produsen mengatasi tantangan tersebut. Dengan menggunakan pendekatan kualitatif, data dikumpulkan melalui analisis marketplace digital serta wawancara mendalam dengan pakar kayu. Hasil penelitian menunjukkan bahwa tekanan algoritma marketplace dan praktik penjual menjadi faktor utama homogenisasi harga, sementara persepsi konsumen terhadap kualitas produk dipengaruhi oleh keterbatasan informasi material. Rekomendasi strategis meliputi penggunaan material ekonomis, narasi produk yang kuat, serta optimalisasi desain visual untuk menciptakan keunggulan kompetitif di pasar digital.
Downloads
References
Badan Pengembangan dan Pembinaan Bahasa. (n.d.). Kamus besar bahasa Indonesia. Diakses pada 2 Desember 2024, dari https://kbbi.kemdikbud.go.id
Bloch, P. H., Brunel, F. F., & Arnold, T. J. (2003). Individual differences in the centrality of visual product aesthetics: Concept and measurement. Journal of Consumer Research, 29(4), 551–565. https://doi.org/10.1086/346250
Cheng, L., & Monroe, K. (2013). An appraisal of behavioral price research (part 1): Price as a physical stimulus. AMS Review.
David, A., Iftikhar, R., & Jin, Y. (2021). The value of visual quality and service quality to augmented reality enabled mobile shopping experience. Quality Management Journal, 28(3), 114–132. https://doi.org/10.1080/10686967.2021.1920868
Ding, M., Ross, W. T., Jr., & Rao, V. R. (2010). Price as an indicator of quality: Implications for utility and demand functions. Journal of Retailing, 86(1), 69–84. https://doi.org/10.1016/j.jretai.2009.12.002
Djarwanto, Damayanti, R., Balfas, J., Basri, E., Jasni, I.M., Sulastiningsih, I.M., Andianto, Martono, D., Pari, G., Sopandi, A., Mardiansyah, & Krisdianto. (2017). Pengelompokan jenis kayu perdagangan Indonesia. FORDA Press.
Dumitrescu, A. (2022). Extending the construct of centrality of visual product aesthetics. Strategic Design Research Journal, 15(3), 561–573. https://doi.org/10.4013/sdrj.2021.143.03
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46–59. https://doi.org/10.2307/1252160
Høibø, O., & Nyrud, A. (2010). Consumer perception of wood surfaces: The relationship between stated preferences and visual homogeneity. Wood Science and Technology, 44(1), 1-15.
Monroe, K. B., & Krishnan, R. (1985). The influence of price on perceptions of product quality: An integrated review. Journal of Marketing Research, 22(2), 95–105.
Ordonez, L. (1998). The role of price as a signal of quality in consumer decision-making. Journal of Economic Psychology, 19(1), 79–94. https://doi.org/10.1016/S0167-4870(98)00009-9
Siti, M. (2022). Jenis-jenis kayu beserta karakteristik dan manfaatnya. Gramedia.com. https://www.gramedia.com/best-seller/jenis-kayu/
Sisodia, R. (1992). Competitive advantage through design. Journal of Business Strategy, 13(6), 33–40. https://doi.org/10.1108/EB039525
Stoetzel, J. (1954). Price, quality, and consumer behavior: A review of research. American Economic Review, 44(4), 473–487. https://doi.org/10.1016/0305-0483(73)90105-9
Toivonen, R. (2011). Dimensionality of quality from a customer perspective in the wood industry. Dissertationes Forestales, 114. https://doi.org/10.14214/df.114
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. http://dx.doi.org/10.1177/002224298805200302
Downloads
Published
Issue
Section
License
Copyright (c) 2026 ira
This work is licensed under a Creative Commons Attribution 4.0 International License.
