STRATEGI PENETRASI PASAR UNTUK MENINGKATKAN DAYA SAING PERUSAHAAN E-COMMERCE DI INDONESIA
DOI:
https://doi.org/10.31000/jmb.v10i1.4232Abstrak
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
Referensi
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)
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
The Authors submitting a manuscript do so on the understanding that if accepted for publication, the copyright of the article shall be assigned to Indonesian Journal of Law and Policy Studies, Post Graduate in Law Universitas Muhammadiyah Tangerang, Indonesia as the publisher of the journal.
Jurnal Manajemen & Bisnis (JMB) right of first publication with the work simultaneously licensed under  Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in Jurnal Manajemen & Bisnis (JMB). Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in Jurnal Manajemen & Bisnis (JMB). Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).