ANALISIS STRATEGI PEMASARAN SHOPEE DALAM PERSAINGAN MARKETING DIGITAL DI INDONESIA

MOCH. FARHAN, SHOLEH ANALISIS STRATEGI PEMASARAN SHOPEE DALAM PERSAINGAN MARKETING DIGITAL DI INDONESIA. Analisis Strategi Pemasaran Shopee Dalam Persaingan Marketing Digital Di Indonesia. pp. 1-18.

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Abstract

ABSTRACT This study aims to analyze Shopee’s marketing strategy in facing digital marketing competition in Indonesia, using a quantitative approach and SWOT analysis within the context of strategic management. The research is driven by the rapid growth of e-commerce and intense competition among platforms such as Tokopedia, Lazada, and TikTok Shop. Data was collected through questionnaires distributed to 40 respondents (20 active buyers and 20 sellers), along interviews with Shopee’s internal representatives. The findings reveal Shopee’s main strengths lie in its strong brand awareness, advanced technology, and extensive logistics network. However, weaknesses include high operational costs and dependency on subsidies. Opportunities stem from the growth of e-commerce and interactive marketing trends, while threats include regulatory pressures and emerging competitors. The SWOT matrix places Shopee in the aggressive (growth) strategy quadrant. This research provides strategic insights for e-commerce companies in developing adaptive and competitive digital marketing strategies. Keywords: Marketing Strategy, SWOT, Shopee, E-Commerce, Strategic Management, Digital Competition.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	MANAJEMEN-S1
Depositing User:	KARIM BUDIONO
Date Deposited:	19 Jan 2026 04:44
Last Modified:	19 Jan 2026 04:44
URI:	http://repo.itsm.ac.id/id/eprint/1592

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