Andini, Ayu (2025) Optimalisasi Strategi Pemasaran Digital Untuk Meningkatkan Penjualan Produk Sambal Bu Sandra Pada Platform E-commerce Shopee. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Chili is a strategic agribusiness commodity in Indonesia with high economic value, mainly processed products such as chili sauce. Sambal Bu Sandra is a micro-entrepreneur producing instant chili sauce and has utilized the Shopee e-commerce platform since 2016. However, amidst the increasing trend of chili sauce consumption, this brand faces challenges in optimizing digital marketing and intense competition. This study aims to formulate an optimal digital marketing strategy to improve Sambal Bu Sandra's sales performance on Shopee. The method used are SWOT analysis, which includes the preparation of IFAS and EFAS matrices to identify strengths, weaknesses, opportunities, and threats also SOSTAC method. The analysis results show that the business is in quadrant I in the IE matrix, which reflects strong internal conditions and significant external opportunities. The resulting strategies include exclusive collaborative product development, optimization of Shopee features (such as Shopee live and shopee ads, SEO). This study concludes that SWOT and SOSTAC integration can provide strategic recommendations based on actual business conditions, which if applied consistently, can potentially strengthen the brand's position in a competitive digital market.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Ayu Andini Andini | ||||||||||||
| Date Deposited: | 25 Jul 2025 06:42 | ||||||||||||
| Last Modified: | 25 Jul 2025 07:14 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40868 |
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