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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar SATRIA : Journal of Sports Athleticism in Teaching and Recreation on Interdisciplinary Analysis JURNAL LENTERA BISNIS ANIMA Indonesian Psychological Journal Jurnal Lingkungan Binaan Indonesia OKTAL : Jurnal Ilmu Komputer dan Sains Jurnal Penelitian Pendidikan Indonesia Engagement: Jurnal Pengabdian Kepada Masyarakat ADM : Jurnal Abdi Dosen dan Mahasiswa EMPIRISMA: JURNAL PEMIKIRAN DAN KEBUDAYAAN ISLAM Journal of Business Economics and Management At-Tahdzib: Jurnal Studi Islam dan Muamalah TIJAROTANA : Jurnal Ekonomi dan Bisnis Syariah Jurnal Ilmu-ilmu Syari'ah
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ANALISIS MANAJEMEN PEMASARAN DIGITAL BERBASIS E- COMMERCE Laksmono, Rendro; Dimyati; Munir, Abdul Razak; Artino, Adi; Arief, Syarifuddin
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2236

Abstract

This study aims to analyze e-commerce-based digital marketing management and identify strategies, implementation, and challenges faced by businesses in improving marketing performance. The research method used is a qualitative approach, with data collection techniques through in-depth interviews, observation, and documentation. Informants in this study were business owners who actively utilize e-commerce platforms as a digital marketing tool. The results show that e-commerce-based digital marketing has a positive impact on increasing market reach and sales. Business owners have utilized various e-commerce features such as promotions, discounts, and social media integration to attract consumers. However, marketing strategy planning remains suboptimal due to a lack of analytical data and in-depth market segmentation. Furthermore, customer relationship management remains rudimentary and has not been integrated with technology systems such as Customer Relationship Management (CRM). This study also found that digital marketing performance tends to fluctuate and depends on promotional programs. Key challenges include high competition, price wars, limited digital literacy, and dependence on e-commerce platforms. Therefore, improving digital competency, innovative marketing strategies, and utilizing data-driven technology are necessary to support digital marketing success.
Co-Authors Abdul Aziz Abdul Aziz Abdul Razak Munir Abdul Wakhid Ahmad, Zakiyyah Ilma Akhmad Sodiq Al-Azhar, M. Farid Angga Syaf Putra Anggraini, Nike Ade Arief, Syarifuddin Arsyad, Mufid Artino, Adi Budi Santoso, Mohammad Syafii Dede Rosyada Dwi Cahyono, Febryan Hidayati, Nur Laily Karim Budiono Kevin Maulana Laksmono, Rendro Maulana, Kevin Mazroatus Saadah Muhammad Faiq Amrullah Muhammad Farid Al-Azhar Muhammad, Abdul Halim Munir, Isa Sirojul Nasiruddin, Nuhannad Nurlela Nurul Hidayati Renny Ariany Rosydatul Qur'ani, Syamsiyah Sofyan Mufti Prasetiyo Suwendi Umi Chaidaroh Wulandari, Yulia Tri Zulaiha