Online Marketing Strategy Optimization to Increase Sales and E-Commerce Development: An Integrated Approach in the Digital Age
Corresponding Author(s) : Sipah Audiah
Startupreneur Business Digital (SABDA Journal),
Vol. 3 No. 1 (2024): Startupreneur Business Digital (SABDA)
Abstract
In the face of the challenges of intensifying competition in the rapidly growing world of e-commerce, this research focuses on investigating, identifying, and optimizing online marketing strategies to increase sales and support the growth of the e-commerce industry. This research aims to provide in-depth insights to online business owners by thoroughly understanding consumer behavior, technology trends, and digital market dynamics.This research adopts a mixed qualitative and quantitative approach by analyzing data from multiple sources. Customer surveys, sales data analysis, and case studies on successful e-commerce platforms provide the foundation for exploring consumer needs and preferences. Special emphasis is placed on assessing the sustainability of digital marketing strategies, utilization of social media, and implementation of the latest technologies in the e-commerce ecosystem.The research results are expected to provide comprehensive guidance for online marketing practitioners and e-commerce business owners. The findings not only include an in-depth understanding of consumer desires and market opportunities, but also provide valuable information on the effective use of social media, content strategies, and the latest ways to increase brand awareness, consumer engagement, and sales conversion. The use of technology is also emphasized as a key element in improving the competitiveness of e-commerce companies in the era of increasing digitalization.
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- J. Simarmata, K. Budiarta, and S. O. Ginting, “Ekonomi dan Bisnis Digital,” 2021.
- V. Alfonso, C. Boar, J. Frost, L. Gambacorta, and J. Liu, “E-commerce in the pandemic and beyond,” BIS bulletin, vol. 36, no. 9, pp. 1–9, 2021.
- H. Taan, “Kemudahan penggunaan dan harga terhadap minat beli online konsumen,” E-Journal Ekonomi Bisnis Dan Akuntansi, vol. 8, no. 1, pp. 89–96, 2021.
- Y. Widiyawati, C. D. S. Ningsih, F. Lestari, and G. Pramita, “Analisis Pengaruh Belanja Online Terhadap Perilaku Perjalanan Belanja Dimasa Pandemi Covid-19,” Journal of Infrastructural in Civil Engineering, vol. 3, no. 02, pp. 25–31, 2022.
- S. Avriyanti, “Strategi bertahan bisnis di tengah pandemi covid-19 dengan memanfaatkan bisnis digital (studi pada ukm yang terdaftar pada dinas koperasi, usaha kecil dan menengah kabupaten Tabalong),” PubBis: Jurnal Pemikiran Dan Penelitian Administrasi Publik Dan Administrasi Bisnis, vol. 5, no. 1, pp. 60–74, 2021.
- A. Bhatti, H. Akram, H. M. Basit, A. U. Khan, S. M. Raza, and M. B. Naqvi, “E-commerce trends during COVID-19 Pandemic,” International Journal of Future Generation Communication and Networking, vol. 13, no. 2, pp. 1449–1452, 2020.
- V. Jain, B. Malviya, and S. Arya, “An overview of electronic commerce (e-Commerce),” Journal of Contemporary Issues in Business and Government, vol. 27, no. 3, pp. 665–670, 2021.
- S. Escursell, P. Llorach-Massana, and M. B. Roncero, “Sustainability in e-commerce packaging: A review,” J Clean Prod, vol. 280, p. 124314, 2021.
- A. Williams, R. Widayanti, T. Maryanti, and D. Julianingsih, “Effort to win the competition in digital business payment modeling,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 1, pp. 84–96, 2022.
- N. Septiani, A. S. Bist, C. S. Bangun, and E. Dolan, “Digital Business Student Development for Entrepreneurs with Software,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 1, pp. 33–43, 2022.
- Z. Kedah, “Use of e-commerce in the world of business,” Startupreneur Business Digital (SABDA Journal), vol. 2, no. 1, pp. 51–60, 2023.
- A. Williams, C. S. Bangun, and Y. Shino, “The Urgency of Digital Literacy in Indonesia on COVID-19 pandemic,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 183–190, 2022.
- E. Dolan, S. Kosasi, and S. N. Sari, “Implementation of Competence-Based Human Resources Management in the Digital Era,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 167–175, 2022.
- F. Saputra, M. R. Mahaputra, and A. Maharani, “Pengaruh Jiwa Kewirausahaan terhadap Motivasi dan Minat Berwirausaha (Literature Review),” Jurnal Kewirausahaan Dan Multi Talenta, vol. 1, no. 1, pp. 42–53, 2023.
- B. Rawat, P. A. Sunarya, and V. T. Devana, “Digital Marketing as a Strategy to Improve Higher Education Promotion During the COVID-19 Pandemic,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 114–119, 2022.
- M. Azizah, “Penerapan Etika Bisnis Islam Dalam Transaksi Jual Beli Daring Di Toko Online Shopee,” Humani (Hukum dan Masyarakat Madani), vol. 10, no. 1, pp. 83–96, 2020.
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- H. T. Hariyanto and L. Trisunarno, “Analisis pengaruh online customer review, online customer rating, dan star seller terhadap kepercayaan pelanggan hingga keputusan pembelian pada toko online di Shopee,” Jurnal Teknik ITS, vol. 9, no. 2, pp. A234–A239, 2021.
- L. K. Choi, A. S. Panjaitan, and D. Apriliasari, “The Effectiveness of Business Intelligence Management Implementation in Industry 4.0,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 115–125, 2022.
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- E. Radiansyah, “Peran Digitalisasi Terhadap Kewirausahaan Digital: Tinjauan Literatur Dan Arah Penelitian Masa Depan,” JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., vol. 9, no. 2, pp. 828–837, 2022.
- R. S. Y. Zebua et al., BISNIS DIGITAL: Strategi Administrasi Bisnis Digital Untuk Menghadapi Masa Depan. PT. Sonpedia Publishing Indonesia, 2023.
- “Designing a Digital Business Study Program using Lean Startup Methodology.”
- S. Parhizi, H. Lotfi, A. Khodaei, and S. Bahramirad, “State of the art in research on microgrids: A review,” IEEE access, vol. 3, pp. 890–925, 2015.
- S. A. SAPUTRI, I. BERLIANA, and M. F. NASRIDA, “PERAN MARKETPLACE DALAM MENINGKATKAN DAYA SAING UMKM DI INDONESIA,” KNOWLEDGE: Jurnal Inovasi Hasil Penelitian dan Pengembangan, vol. 3, no. 1, pp. 69–75, 2023.
- M. Mita, F. D. Pranatasari, and K. Kristia, “Analisis Pengaruh Harga, Kemudahan Penggunaan, dan Ulasan Konsumen Daring Terhadap Keputusan Pembelian Pada Marketplace Shopee,” INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, vol. 4, no. 4, pp. 548–557, 2021.
- I. Ma’rifah, E. I. Rizqi, and N. Kustiningsih, “Pengaruh Marketplace Dalam Meningkatkan Daya Saing Ekonomi Kreatif Pada Umkm D’elixir,” Jurnal Revenue: Jurnal Ilmiah Akuntansi, vol. 2, no. 2, pp. 349–356, 2022.
- R. Daryani, “PENGEMBANGAN MIKRO KECIL DAN MENENGAH (UMKM) DI MASA PANDEMI COVID-19: PENGEMBANGAN UMKM, COVID-19,” Jurnal Ekonomi Manajemen Bisnis Syariah dan Teknologi, vol. 1, no. 1, pp. 10–18, 2023.
- E. Erwin et al., Bisnis Digital: Strategi dan Teknik Pemasaran Terkini. PT. Green Pustaka Indonesia, 2023.
References
J. Simarmata, K. Budiarta, and S. O. Ginting, “Ekonomi dan Bisnis Digital,” 2021.
V. Alfonso, C. Boar, J. Frost, L. Gambacorta, and J. Liu, “E-commerce in the pandemic and beyond,” BIS bulletin, vol. 36, no. 9, pp. 1–9, 2021.
H. Taan, “Kemudahan penggunaan dan harga terhadap minat beli online konsumen,” E-Journal Ekonomi Bisnis Dan Akuntansi, vol. 8, no. 1, pp. 89–96, 2021.
Y. Widiyawati, C. D. S. Ningsih, F. Lestari, and G. Pramita, “Analisis Pengaruh Belanja Online Terhadap Perilaku Perjalanan Belanja Dimasa Pandemi Covid-19,” Journal of Infrastructural in Civil Engineering, vol. 3, no. 02, pp. 25–31, 2022.
S. Avriyanti, “Strategi bertahan bisnis di tengah pandemi covid-19 dengan memanfaatkan bisnis digital (studi pada ukm yang terdaftar pada dinas koperasi, usaha kecil dan menengah kabupaten Tabalong),” PubBis: Jurnal Pemikiran Dan Penelitian Administrasi Publik Dan Administrasi Bisnis, vol. 5, no. 1, pp. 60–74, 2021.
A. Bhatti, H. Akram, H. M. Basit, A. U. Khan, S. M. Raza, and M. B. Naqvi, “E-commerce trends during COVID-19 Pandemic,” International Journal of Future Generation Communication and Networking, vol. 13, no. 2, pp. 1449–1452, 2020.
V. Jain, B. Malviya, and S. Arya, “An overview of electronic commerce (e-Commerce),” Journal of Contemporary Issues in Business and Government, vol. 27, no. 3, pp. 665–670, 2021.
S. Escursell, P. Llorach-Massana, and M. B. Roncero, “Sustainability in e-commerce packaging: A review,” J Clean Prod, vol. 280, p. 124314, 2021.
A. Williams, R. Widayanti, T. Maryanti, and D. Julianingsih, “Effort to win the competition in digital business payment modeling,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 1, pp. 84–96, 2022.
N. Septiani, A. S. Bist, C. S. Bangun, and E. Dolan, “Digital Business Student Development for Entrepreneurs with Software,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 1, pp. 33–43, 2022.
Z. Kedah, “Use of e-commerce in the world of business,” Startupreneur Business Digital (SABDA Journal), vol. 2, no. 1, pp. 51–60, 2023.
A. Williams, C. S. Bangun, and Y. Shino, “The Urgency of Digital Literacy in Indonesia on COVID-19 pandemic,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 183–190, 2022.
E. Dolan, S. Kosasi, and S. N. Sari, “Implementation of Competence-Based Human Resources Management in the Digital Era,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 167–175, 2022.
F. Saputra, M. R. Mahaputra, and A. Maharani, “Pengaruh Jiwa Kewirausahaan terhadap Motivasi dan Minat Berwirausaha (Literature Review),” Jurnal Kewirausahaan Dan Multi Talenta, vol. 1, no. 1, pp. 42–53, 2023.
B. Rawat, P. A. Sunarya, and V. T. Devana, “Digital Marketing as a Strategy to Improve Higher Education Promotion During the COVID-19 Pandemic,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 114–119, 2022.
M. Azizah, “Penerapan Etika Bisnis Islam Dalam Transaksi Jual Beli Daring Di Toko Online Shopee,” Humani (Hukum dan Masyarakat Madani), vol. 10, no. 1, pp. 83–96, 2020.
D. Septiansari and T. Handayani, “Pengaruh belanja online terhadap perilaku konsumtif pada mahasiswa di masa pandemi covid-19,” Jurnal Ekonomi dan Manajemen Teknologi, Wonosobo: UNMUH Prof. Dr. Hamka (UHAMKA), vol. 5, 2021.
H. T. Hariyanto and L. Trisunarno, “Analisis pengaruh online customer review, online customer rating, dan star seller terhadap kepercayaan pelanggan hingga keputusan pembelian pada toko online di Shopee,” Jurnal Teknik ITS, vol. 9, no. 2, pp. A234–A239, 2021.
L. K. Choi, A. S. Panjaitan, and D. Apriliasari, “The Effectiveness of Business Intelligence Management Implementation in Industry 4.0,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 115–125, 2022.
K. Arora and M. Faisal, “The Use of Data Science in Digital Marketing Techniques: Work Programs, Performance Sequences and Methods.,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 143–155, 2022.
W. Khamimah, “Peran kewirausahaan dalam memajukan perekonomian Indonesia,” Jurnal Disrupsi Bisnis, vol. 4, no. 3, pp. 228–240, 2021.
E. Radiansyah, “Peran Digitalisasi Terhadap Kewirausahaan Digital: Tinjauan Literatur Dan Arah Penelitian Masa Depan,” JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., vol. 9, no. 2, pp. 828–837, 2022.
R. S. Y. Zebua et al., BISNIS DIGITAL: Strategi Administrasi Bisnis Digital Untuk Menghadapi Masa Depan. PT. Sonpedia Publishing Indonesia, 2023.
“Designing a Digital Business Study Program using Lean Startup Methodology.”
S. Parhizi, H. Lotfi, A. Khodaei, and S. Bahramirad, “State of the art in research on microgrids: A review,” IEEE access, vol. 3, pp. 890–925, 2015.
S. A. SAPUTRI, I. BERLIANA, and M. F. NASRIDA, “PERAN MARKETPLACE DALAM MENINGKATKAN DAYA SAING UMKM DI INDONESIA,” KNOWLEDGE: Jurnal Inovasi Hasil Penelitian dan Pengembangan, vol. 3, no. 1, pp. 69–75, 2023.
M. Mita, F. D. Pranatasari, and K. Kristia, “Analisis Pengaruh Harga, Kemudahan Penggunaan, dan Ulasan Konsumen Daring Terhadap Keputusan Pembelian Pada Marketplace Shopee,” INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, vol. 4, no. 4, pp. 548–557, 2021.
I. Ma’rifah, E. I. Rizqi, and N. Kustiningsih, “Pengaruh Marketplace Dalam Meningkatkan Daya Saing Ekonomi Kreatif Pada Umkm D’elixir,” Jurnal Revenue: Jurnal Ilmiah Akuntansi, vol. 2, no. 2, pp. 349–356, 2022.
R. Daryani, “PENGEMBANGAN MIKRO KECIL DAN MENENGAH (UMKM) DI MASA PANDEMI COVID-19: PENGEMBANGAN UMKM, COVID-19,” Jurnal Ekonomi Manajemen Bisnis Syariah dan Teknologi, vol. 1, no. 1, pp. 10–18, 2023.
E. Erwin et al., Bisnis Digital: Strategi dan Teknik Pemasaran Terkini. PT. Green Pustaka Indonesia, 2023.