Strategi Promosi Penjualan pada Marketplace Shopee
| Main Authors: | Kurniawati, Anna, Ariyani, Nafiah |
|---|---|
| Format: | Article info application/pdf Journal |
| Bahasa: | ind |
| Terbitan: |
Neolectura
, 2022
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| Subjects: | |
| Online Access: |
https://journal.neolectura.com/index.php/propaganda/article/view/514 https://journal.neolectura.com/index.php/propaganda/article/view/514/344 |
Daftar Isi:
- Penelitian ini bertujuan untuk menganalisis strategi promosi penjualan pada marketplace Shopee. Penelitian ini menggunakan metodologi penelitian kualitatif dengan studi pustaka yang diperoleh dari media, buku dan jurnal. Shopee masih berada di urutan pertama e-commerce dengan jumlah pengunjung situs terbesar di Indonesia pada kuartal IV/2020. Rata-rata kunjungan bulanan ke Shopee pada kuartal terakhir tahun lalu tercatat sebesar 129,3 juta. Kesuksesan Shopee tidak terlepas dari berbagai strategi pemasaran dan promosi penjualan yang menarik perhatian para penjual ataupun pembeli. Melalui promosi penjualan, Shopee telah meraih 560 juta transaksi selama pandemi Covid-19 atau kuartal II dan III tahun 2020, dengan rincian transaksi mencapai 260 juta pada kuartal II dan 300 juta pada kuartal III, sedangkan rata-rata transaksi per hari 2,8 juta. Perusahaan e-commerce seperti Shopee ini gencar memberikan promosi penjualan. Strategi ini dinilai efektif untuk menggaet pelanggan baru. Shopee rutin menggelar kampanye setiap bulan, dengan nama program yang disesuaikan dengan waktu dan barang yang dipromosikan seperti.
- This study aims to analyze sales promotion strategies on the Shopee marketplace. This study uses a qualitative research methodology with library studies obtained from the media, books and journals. Shopee is still in the first place in e-commerce with the largest number of website visitors in Indonesia in the fourth quarter of 2020. The average monthly visit to Shopee in the last quarter of last year was recorded at 129.3 million. Shopee’s success is inseparable from various marketing strategies and sales promotions that attract the attention of sellers and buyers. Through sales promotions, Shopee has achieved 560 million transactions during the Covid-19 pandemic or the second and third quarters of 2020, with details of transactions reaching 260 million in the second quarter and 300 million in the third quarter, while the average transaction per day is 2.8 million. E-commerce companies like Shopee are aggressively providing sales promotions. This strategy is considered effective to attract new customers. Shopee routinely holds campaigns every month, with program names that are adjusted to the time and items being promoted.