STRATEGI PENETRASI PASAR UNTUK MENINGKATKAN DAYA SAING PERUSAHAAN E-COMMERCE DI INDONESIA

Zhulaydar Esa Putri, Nida Khoirun Nahda Labibah, Zulfa Fauziah Irsyada Baidlowi, Diah Novita Sari, Kirena Farah Asmaranti, Ilham Akbar Abiyasa

Abstract


This research aims to describe the market penetration strategies used by companies, especially the Indonesian e-commerce industry, to increase their competitiveness. This research occupies a qualitative method toward Indonesia’s e-commerce industry, especially the three dominating companies, such as Shopee, Tokopedia, and Bukalapak. This study uses descriptive research, and our data sources are documents and literature about market penetration strategies conducted by e-commerce industries. The result showed that their strategy to do the market penetration is price adjustment, cooperation, or collaboration, offering some special promos, developing the features and services, and using artists and influencers as brand ambassadors.
Keywords: Economy, Strategic Management, Market Penetration, Competitiveness, E-Commerce

Full Text:

PDF

References


Agustina, D. (2017). Fitur Social Commerce Dalam Website E-Commerce Di Indonesia. Informatika Mulawarman : Jurnal Ilmiah Ilmu Komputer, 12(1), 25.

Databoks. (2020). Kejar-mengejar Raksasa E Commerce Indonesia Gaet Pengunjung Web. https://databoks.katadata.co.id/datapublis h/2020/10/16/kejar-mengejar-raksasa-e commerce-indonesia-gaet-pengunjung web

Index, G. W. (2020). Global Web Index. https://www.globalwebindex.com/report s/commerce

Kominfo. (2019). Kementerian Komunikasi dan Informatika. https://kominfo.go.id/content/detail/1677 0/kemkominfo-pertumbuhan-e commerce-indonesia-capai-78- persen/0/sorotan_media

Kontan.co.id. (2019). Shopee memperluas pasar e commerce dengan menggandeng BlackPink dan Slank. https://industri.kontan.co.id/news/shopee -memperluas-pasar-e-commerce-dengan menggandeng-blackpink-dan-slank

Kozinets, R. V., De Valck, K., Wojnicki, A. C., dan Wilner, S. J. (2010). Networked narratives: Understanding word-of mouth marketing in online communities. Journal of Marketing, 74(2), 71–89.

Murdianto, M. (2016). Analisis Kelayakan Dan Strategi Pengembangan Usaha Menggunakan Metode Swot Pada Industri Pembuatan Tahu (Studi Kasus: Desa Gelanglor, Kec. Sukorejo, Kab. Ponorogo).

Ningsih, E. R. (2008). Manajemen Pemasaran. Nora Media Interprisse. Pendidikan, M. (2007). Peraturan Menteri Pendidikan Nomor 41.

Pradana, M. (2016). Klasifikasi Bisnis E Commerce Di Indonesia. Modus, 27(2), 163–174. Sindonews.com. (2018). Shopee-Nivea Jalin Kerja Sama Bisnis E-Commerce

Rina Anggraeni. https://ekbis.sindonews.com/berita/1304 314/34/shopee-nivea-jalin-kerja-sama bisnis-e-commerce

SIRCLO. (2020). Menilik Tren Perkembangan E Commerce Indonesia di 2020 - SIRCLO. https://www.sirclo.com/menilik-tren perkembangan-e-commerce-indonesia di-2020/

Tangkilisan, Nogi S., H. (2003). Strategi Keunggulan Pelayanan Publik: Manajemen Sumber Daya Manusia Birokrasi Publik (Konsep-Teori & Praktik Manajemen Sumber Daya Manusia Berdasarkan Konsep Russel). YPAPI.

Wacono, A. S. (2009). Strategi Komunikasi Pemasaran Bisnis CV Monica Yogurt untuk Meningkatkan Penetrasi Pasar. Universitas Mercu Buana.

Zed. (2014). Metode Penelitian Kepustakaan. In Metode Penelitian Kepustakaan (p. 1)




DOI: http://dx.doi.org/10.31000/jmb.v10i1.4232

Article Metrics

Abstract - 4357 PDF - 2298

DOI (PDF): http://dx.doi.org/10.31000/jmb.v10i1.4232.g2435

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.