The Fundamental Decision Making: TV Shopping Model as Business Strategic in Retail Industry (Case Study: PT MNC GS Homeshopping)

Abstract

Fundamental steps must be taken by players in the TV shopping retail industry (TVS) to maintaining their business performance in Indonesia. The downward trend in response from television viewers not only has an impact on decreasing company performance, especially sales, but also has an impact on what steps must be taken by the relevant company leaders, so that in a directed and measurable way it becomes a method for maintaining business performance. This research uses a qualitative approach, namely an approach that tries to understand phenomena in their natural setting and context where the researcher does not try to manipulate the observed phenomena. The sample collection method is non-probability sampling, purposive sampling which is considered the most suitable for current investigations, because researchers need an efficient and manageable sample that meets certain criteria.  The results of the data analysis show that product quality and price are the key characteristics retail of TV shopping, but the current strategy is not relevant to applied and suggests steps towards operational strategy innovation, such as: seeking alternative channels, focusing on new target markets, creating creative display content, increasing product variations, ease of ordering and managing product delivery will affect sales performance and company performance