Reviyanto, Marsyanda Jasmine (2026) Strategi Digital Marketing Produk Anyaman Kreasi Rotan ID Pada Platform E-Commerce Shopee. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of digital technology and the increasing use of e-commerce have encouraged MSMEs to implement effective digital marketing strategies to enhance competitiveness and product sales. This study aims to analyze the internal and external factors of the business, identify appropriate digital marketing strategies to increase product sales on the Shopee platform, and formulate digital marketing strategy recommendations. The research was conducted at Kreasi Rotan ID, an MSME located in Menganti District, Gresik Regency. The sampling method used was purposive sampling with a total of five informants. Primary data were collected through interviews and Focus Group Discussions (FGDs) supported by questionnaires. Data analysis was carried out using the IFAS Matrix, EFAS Matrix, IE Matrix, SWOT Matrix, and QSPM. The results showed that Kreasi Rotan ID's strengths include the use of high-quality rattan raw materials, unique handmade products, diverse product variations, and the utilization of Shopee as a sales platform. The IE Matrix analysis, with an IFAS score of 3.61 and an EFAS score of 3.36, positioned the business in the grow and build category, indicating opportunities for growth through product development and market penetration strategies. Based on the QSPM analysis, the recommended priority strategy is the optimization of Shopee features such as Shopee Ads, Shopee Live, Shopee Video, and promotional vouchers, with a Total Attractiveness Score (TAS) of 6.17. This strategy is expected to increase product visibility, reach more consumers, and improve the sales of Kreasi Rotan ID’s rattan handicraft products.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Marsyanda Jasmine Reviyanto | ||||||||||||
| Date Deposited: | 25 Jun 2026 03:41 | ||||||||||||
| Last Modified: | 25 Jun 2026 03:41 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54188 |
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