Strategi Pemasaran Online Shop Toko Ratu_Packaging pada Marketplace Shopee

Dewi Sri Utami; I Gede Wiyasa; Rina Dewi; Achmad Daengs G. S

doi:10.30640/abdimas45.v5i2.8197

Authors

Dewi Sri Utami Universitas 45 Surabaya
I Gede Wiyasa Universitas 45 Surabaya
Rina Dewi Universitas 45 Surabaya
Achmad Daengs G. S Universitas 45 Surabaya

DOI:

https://doi.org/10.30640/abdimas45.v5i2.8197

Keywords:

Marketing Mix, Marketing Strategy, Online Marketing, Shopee Marketplace, Toko Ratu_Packaging

Abstract

The development of information technology and the internet has encouraged changes in consumer behavior in conducting online buying and selling transactions. Shopee Marketplace has become one of the platforms widely utilized by business actors to market their products, including Toko Ratu_Packaging Online Shop. The purpose of this Field Work Practice (KKL) report is to identify the marketing strategies implemented by Toko Ratu_Packaging to increase sales through the Shopee marketplace. The method used in preparing this report includes direct observation during the internship program, interviews, and documentation studies of the company's operational and marketing activities. The marketing strategies were analyzed based on the marketing mix concept, which consists of product, price, place, and promotion. The results indicate that Toko Ratu_Packaging utilizes various Shopee features, such as product catalog optimization, informative product photos and descriptions, competitive pricing, free shipping programs, discount vouchers, flash sales, and Shopee Ads to improve product visibility. In addition, responsive customer service, customer review management, and the use of interactive features such as Shopee Chat play an important role in increasing consumer trust and customer loyalty. Based on the analysis, it can be concluded that the marketing strategies implemented by Toko Ratu_Packaging on the Shopee marketplace are effective in increasing sales and expanding market reach. However, further optimization of store branding and the utilization of social media as supporting marketing channels are needed to enhance business competitiveness in the digital era.

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