Andarwati, Mardiana, Fatima, ST, Zuhroh, Diana ORCID: https://orcid.org/0000-0002-5659-283X and Amrullah, Fikri (2019) An Analysis On B2c E-Commerce B2c Through Positioning Approach. In: 4th ICGSS-International Conference of Graduate School on Sustainability, 11-12 Okrober 2019, Universitas Merdeka Malang.

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Abstract

E-commerce is one way to conduct sale/purchase transactions which are carried out directly without intermediaries and carried out online. B2C e-commerce is a concept that is currently gaining attention especially for SMEs engaged in retail that use the Business to Consumer (B2C) concept. Positioning is important for companies to know the image of SME products on consumers. The purpose of this study is to determine the effect of ease of use and information quality on the positioning of B2C
e-commerce of Lazada. There are 145 respondents in SME of Malang Raya who use B2C e-commerce. Data analysis
techniques use SEM and data are collected by survey methods with questionnaires. The results of the study are the influence of ease of use on positioning through information quality. Moreover, information quality is able to mediate ease of use to get the best positioning value.

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