IMPLEMENTASI STRATEGI MARKETING MELALUI IKLAN BERBAYAR PADA SHOPEE UNTUK MENINGKATKAN PENJUALAN DI SURYABIOOFFICIAL (Studi Pada Apotek Surya Bio Medika)

Wulansari, Fatichah Putri (2025) IMPLEMENTASI STRATEGI MARKETING MELALUI IKLAN BERBAYAR PADA SHOPEE UNTUK MENINGKATKAN PENJUALAN DI SURYABIOOFFICIAL (Studi Pada Apotek Surya Bio Medika). Undergraduate thesis, UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAWA TIMUR.

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Abstract

This study aims to analyze digital marketing strategies through the use of paid advertising (Shopee Ads) to increase sales at Suryabioofficial Pharmacy. The intense competition within marketplace platforms encourages business actors to utilize algorithm-based promotional features to enhance product visibility and competitiveness. This research employs a qualitative approach with a case study method. Data were collected through in-depth interviews with the marketplace administrator and the head of administration at Suryabioofficial Pharmacy. The results indicate that paid advertising has a positive impact on short-term sales growth. However, relying solely on marketplace-based strategies is insufficient to ensure long-term business sustainability. Therefore, diversification of strategies is necessary, including the use of social media, consumer education, and collaboration with influencers. Additionally, optimizing stock management is essential to avoid ordering disruptions during major promotional periods. SWOT analysis places Suryabioofficial Pharmacy in the Strengths-Opportunities (SO) quadrant, suggesting that aggressive strategies such as expanded promotional programs and customer loyalty initiatives are appropriate to enhance business competitiveness. Keywords: digital marketing, paid advertising, Shopee Ads, marketing strategy, SWOT analysis.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Andarini, Sonja 0726036503 sonja_andarini.adbis@upnjatim.ac.id
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products
Divisions:	Faculty of Social and Political Sciences > Departement of Business Administration
Depositing User:	Unnamed user with email 18042010074@student.upnjatim.ac.id
Date Deposited:	17 Jun 2025 08:04
Last Modified:	17 Jun 2025 08:04
URI:	https://repository.upnjatim.ac.id/id/eprint/37881

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