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All Journal Socius: Social Sciences Research Journal
Muhammad Dzaki Nur Hisyam
Program Studi Manajemen, Universitas Pembangunan Jaya, Indonesia
Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Digital Marketing Strategies of Local Businesses in Competing Against Imported Smartphone Accessories in the Indonesian Market Muhammad Dzaki Nur Hisyam; Marchyel Mahardika Wibowo; Pashya Ammar Pondaaga
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 3, No 11 (2026): June 2026
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20565789

Abstract

This study aims to analyze the digital marketing strategies adopted by local entrepreneurs in competing against imported smartphone accessories in the Indonesian market. The development of globalization and the rapid growth of e-commerce have facilitated the entry of imported products into the domestic market through cross-border trading systems, thereby intensifying competition especially in terms of price and product variety. These conditions require local businesses to develop adaptive and effective marketing strategies to maintain competitiveness. This study uses a qualitative descriptive approach, with data obtained through observation and literature review. The findings indicate that digital marketing strategies such as social media utilization, creation of engaging and informative content, and active consumer interaction play an important role in building trust and increasing purchase intention. Empirically, content marketing is proven to have the strongest influence on consumer purchase intention (?=0.359), followed by brand image (?=0.351) and social media engagement (?=0.209), with the model explaining 68.1% of purchase intention variance (R²=0.681). Furthermore, e-commerce adoption by local UMKM has resulted in average sales volume increases of 75%, active customer growth of 77%, and monthly revenue increases of 87%. Service differentiation including fast response, good communication, and flexibility in transaction systems also serves as a supporting factor in creating competitive advantage that imported products cannot easily replicate. Thus, digital marketing functions not merely as a promotional tool, but as a primary strategy in facing global competition.
Exploring Service Quality in E-Commerce Platforms: A Qualitative Analysis of Customer Experience in Shopee Muhammad Dzaki Nur Hisyam; Dimasqhi Azzura Alvianto; Pashya Ammar Pondaaga
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 3, No 11 (2026): June 2026
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20565371

Abstract

This study explores service quality dimensions and customer experience on the Shopee e-commerce platform through a qualitative literature review approach. Drawing on seven empirical studies published between 2022 and 2025, this research synthesizes findings on how service quality measured through the SERVQUAL and e-SERVQUAL frameworks shapes customer satisfaction and loyalty in the Shopee ecosystem. Key findings indicate that service quality has a positive and significant effect on customer satisfaction across multiple research contexts, with explained variance ranging from 65.4% to 76.9% (Erna AR, 2022; Aulia Dwi Sartika Murniyati, 2025). The Customer Satisfaction Index analysis by Nur Rahmah Hidayah et al. (2024) recorded an overall satisfaction score of 81.57% for Shopee, with responsiveness identified as the most critical dimension requiring improvement. Customer experience and e-service quality are further confirmed as significant drivers of repurchase intention and loyalty (Surya Chandra et al., 2022; Melandri, 2024). Despite overall positive satisfaction levels, persistent gaps exist in delivery speed, complaint handling responsiveness, and data privacy assurance. This study concludes that Shopee must continuously enhance its service quality across all five SERVQUAL dimensions, with particular focus on responsiveness and empathy, to sustain customer satisfaction and long-term loyalty in Indonesia's increasingly competitive e-commerce market.
Co-Authors Dimasqhi Azzura Alvianto Marchyel Mahardika Wibowo Pashya Ammar Pondaaga